Automatic Baby Product Registration NEW WAYS TO ENGAGE AND CONNECT WITH YOUR CONSUMERS

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1 NEW WAYS TO ENGAGE AND CONNECT WITH YOUR CONSUMERS

2 executive summary The baby products industry is a huge market that encompasses everything from functional furniture to whimsical toys with numerous brands competing fiercely for customer attention. Yet for all of the product development, marketing investments, and advertising dollars, according to Gartner, by 2017, 89% of businesses will compete mainly on customer experience. Further, according to the Temkin Group, loyal customers are 5x more likely to repurchase, 5x more likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer. Yet for most companies, the focus on post purchase customer experience is painfully lacking. Improving your company s post-purchase CX is a powerful way of getting a jump start on your competition and solidifying customer loyalty. That all starts with identifying your customers and beginning to build that one to one relationship. Improved product registration rates will also bring other powerful benefits to your organization. When done properly, product registration offers the potential for your organization to: Engage and Connect in New Ways Kickstart your customer experience initiative with a tailored and adaptable registration process Limit Liability and Mitigate Risk Overcome product registration barriers to communicate issues with your customers in a timely, personalized manner Create Data Sources for Better Products and Services Get accurate, customized data streams that provide insights into your customer base Adding a streamlined, automated and fully branded product registration process is simple and affordable with a customizable solution. Improve your customer s post-purchase experience while you enjoy new sources of information and a more tailored approach to sales and marketing.

3 introduction Automatic Baby Product Registration As a manufacturer in the baby and children s market, you understand that selling to and for children is a privilege but one that comes with great responsibility. The products your brand manufactures combine creativity, joy and functionality to make a positive difference in the lives of your customer s families. Traditionally, brands have done a wonderful job building a great connection through the purchasing experience, but it s also incumbent upon you to maintain and build that relationship throughout the complete customer journey. Ensuring that your customers register their products is a crucial step in that process. Baby products make up 20% of TIME s list of top 10 recalls throughout history. 1 Design, build quality, testing enhancements continue to improve, but hazards and risk remain prominent throughout the sector. Unfortunately, baby products continue to be featured regularly on recall listings. 2 Protecting both your customers and your company reputation are essential. In a recent study, 72% of consumers agreed that brands care only about their profits and don t care as much about the safety of consumers, yet 93% percent of respondents said that recalls were an opportunity for a company or brand to show their true colors. Easy, automated product registration provides a perfect opportunity to bridge these divides by minimizing the impact of recalls and maximizing the customer experience. With new simplified processes and automatic registration options, brands can offer parents peace of mind, greatly minimize liability, all while creating a rich source of important and accurate data on existing customers.

4 why product registration is critical Personal Touch: Engage and Connect in New Ways Today s consumers are plugged in, on the go, and desire instant access to the information they want, when they want it, wherever they are. In order for you to keep up and have the personalized, directed, and authentic conversations your customers expect from quality brands, you need to have the necessary information. Expectations surrounding customer experience (CX) and service continue to rise due to growing access from social media and brand transparency. 3 The next generation of parents will have even higher expectations and unprecedented access to information about parenting and children s products. Staying ahead of the curve with a seamless CX and solid brand identity will ensure you remain a trusted and competitive name in your market. Despite increased corporate attention and knowledge surrounding this growing trend, with 91 percent of brands claiming they want to be a CX leader, few are taking steps to make changes and enhance their product and brand. 93 percent claim that improved CX is among their top three priorities in the next couple of years, and 97 percent recognize that CX is critical to success. With so much attention, it is surprising that only 37 percent are getting started with a formal strategy and concrete initiatives. 4 Registration could be your first foray into an extended, interactive, and personalized platform to push customer experience further. The one-on-one customer relationship impact goes beyond the sales department and should be a priority at every level of your business. It is estimated that 20 percent of annual revenue can be impacted if a business fails to engage and develop their CX program. 5 Don t put your bottom line at risk by leaving CX enhancement for a later date. Simple, effective steps can be taken today to develop your brand perception and post-purchase experience into a beneficial, big picture approach. While all interactions are crucial, focus needs to remain on integrating moments and channels that contribute, rather than distract or confuse from the larger, functional sales and marketing end-to-end journey your customers will take. 6 Registration provides new touchpoints, creates an intuitive experience, and provides opportunities to exceed expectations

5 why product registration is critical Protection and Security: Limit Liability and Mitigate Risk The market for children s products is rich with potential, but also one that presents unique responsibilities and concerns for businesses. No matter the nature of your company s product or service, if you work within the children s market, registration can relieve a lot of concerns and pressure associated with liability. You are already following extensive testing to make your children s products fit regulations. Take things a step further and anticipate the unexpected with registration processes designed to prevent and minimize any issues that make it past exhaustive testing. 7 Hundreds of recalls are issued through the Consumer Product Safety Commission each year, so taking preventative measures for quick, transparent, and direct communication is crucial. 8 Successful registration allows parents / buyers to get notified quickly and easily about product recalls at any time. The issue is that despite the advantages for consumers and companies, registration remains an underutilized process for many industries. 45% of consumers say that they seldom or never register their products. So why does safety take a back seat? Disconnections and oversights happen when the registration process becomes long and cumbersome to complete. Mail in registration cards or long online forms demanding extensive personal information can make the process seem daunting and unnecessary rather than quick, easy and achievable. Regardless of the safety implications, for many busy parents a long and complicated registration process can be daunting especially when there is an infant crying in the background. New registration processes are designed to match and extend the product purchase journey, with fast results, perks, and an experience that helps cement your customers loyalty. The majority of current recall systems put the onus on busy parents to scan through dozens of listings that are constantly updated. 9 It is inconvenient and ineffective for notifying loyal customers about possible dangers caused by faulty manufacturing or unforeseen design issues. Anticipate the worst-case scenario and protect your company from all angles. 10 Increase your brand s association with goodwill, care, and conscientious service when you implement a well-designed and easy-touse registration system.

6 why product registration is critical More Insights: Data Sources for Better Products and Services From marketing to sales and development, data is key to determining who is buying, using, and loving your products. Successful product registration offers more detailed insights that allow you to speak directly to your target audience about the challenges, concerns, and triumphs they face as parents and consumers. Once you have that data, you need to apply it in ways that truly connect to customers desires, needs, and priorities. Social logins offer a key doorway to that data. By having your customers utilitize their existing social media logins to register their products, your sales and marketing teams get permission-based access to user s personal content. By definition a person registering a product with you is already a customer. The registration process is an incredible opportunity to build that relationship. It is important to recognize that, Most managers fail to understand that variety is not the same thing as customization. 11 Your data should be pushed beyond new product development and be used to communicate with consumers in a more human, individualized way. Use the numbers to speak with your current and new audience about the subjects and concerns they are facing, in language that they understand. Industry trends and forecasting, as well as internal directions and ideas can be combined with this data to deliver results that match the true interests of your customer base.

7 conclusion From intuitive product registration that respects your customers time, to secure data collection and branded experiences, your CX approach needs to support your efforts for streamlined, secure, and sincere connections with first-time buyers and loyal customers. Create community and become recognized as a leading service provider in your industry with a registration process that puts customers needs at its core while benefiting your bottom line and company interests. Registration processes have previously been associated with dishonesty and data harvesting through lengthy, unrelated and irrelevant forms. 12 New processes and services are now available to transform the process from a burden into a blessing for busy parents who don t have time to sift through recall lists or unreliable third-party information sources. Create a full, personalized customer experience that anticipates needs and ensures your brand remains known as a trusted, reliable, and important component of new parents lifestyles. end notes Informedy specializes in creating post-purchase content so brands can educate, engage, and inspire their customers with media diverse, self-service digital experiences sales@informedy.com