Cambridge, Mass.-based BrandStamp, creators of an online, point-of-purchase product registration system, today launched a pilot program with New York-based baby products e-retailer BabyGear.com. As a part of the program, BrandStamp will allow consumers to register their strollers, toys and other related baby merchandise immediately after purchasing from The First Years, Little Tikes or Safety First, manufacturers who reside on the BabyGear site.
"The main reason consumers won't register is because it's a pain. After [a consumer] gets home from the store, they don't want to fill out the information, find a stamp and mail it out," explained Sean Brown, BrandStamp's president. "We take away all that pain."
The online registration process mimics the one found in the offline world, where consumers fill out contact information and answer a few demographic and psychographic questions. However, BrandStamp presents the form after an online purchase is confirmed with consumer contact information already in place, increasing the likelihood of a response, said Brown.
By registering, the consumer will have access to recall notification, product and warranty information and exclusive offers on related products. Since BrandStamp, which houses the data, only provides manufacturers with the information, the process protects consumers from receiving unsolicited junk mail. In turn, the manufacturers will accrue a qualified database of consumers, giving them insight into consumer buying patterns and market trends. BrandStamp also helps manufacturers craft and send relevant and timely promotional offers and rebates to their consumers via e-mail. The manufacturers pay BrandStamp 20 to 30 cents per communication.
For instance, "If you know the parents are buying a product for a six-month-old, you can promote a product for a one-year-old a few months down the line," Brown said.
As the facilitator of communication between the consumer and manufacturer, BrandStamp ensures that every manufacturer-sponsored communication directs consumers back to the original retailer's site for additional transactions. This represents a departure from the traditional product registration process in which retailers have no access to the obtained data. It could also solve channel conflicts experienced when manufacturers circumvent e-retailers to sell or market directly to consumers online. "We've created a cooperative environment, where manufacturers can market directly to consumers while helping online retailers at the same time," said Brown.