The tradition of giving gifts to newlyweds is more than 5,000 years old. The good news for retailers is that it doesn't seem to be disappearing anytime soon - however, what couples prefer to receive as a wedding gift has shifted dramatically.
Traditional gifts of china and serveware are being replaced by more practical gifts the couple can use everyday. And yet registering for tech can be seen as frivolous or even greedy.
Working with a cross functional team, we developed and launched Best Buy's first official registry capability.
This included new in-store and online customer experience, tools, guides and checklists, direct mail and email campaigns, and a stream of social content.
