Zola, Etsy Explore Ways to Engage Consumers Through Baby Registries

As brands and retailers seek additional avenues to connect with consumers looking to make purchases, Zola, the wedding registry platform, is expanding its reach into the baby market by introducing a new app.

The Zola Baby app has been developed in direct response to customer demand. Over the past decade, the company has received over 500 emails from customers requesting a baby registry service. More than 1,800 users have also utilized its wedding registry service to include baby and family-related items.

The service strives to distinguish itself through a curated collection of baby products that shoppers can include in their registries. Furthermore, it allows individuals to register for various services and experiences. The launch of Zola Baby includes exclusive partnerships with Tiny Hood, an online course provider, Boram’s post-natal retreats, and Stocked, a marketplace for prepared foods.

In the past, brick-and-mortar stores held sway over the registry scene, but Zola’s expansion into the baby market coincides with the prevailing trend of eCommerce services. This shift has been partly driven by the surge in online shopping during the COVID-19 pandemic. Notably, Zola users who tied the knot between January and August this year received approximately six more gifts from the platform compared to the same period in 2019.

Etsy’s Baby Registries

While personalized gifts often inspire greater confidence in purchasing decisions, Etsy is currently dealing with the perception that such gifts are suitable for specific occasions rather than for any event.

To address this issue, Etsy has ventured into the baby market by introducing a baby registry feature. Through Etsy, expectant and new parents can create a list of desired infant, children, and nursery items sourced from a diverse network of international artisans affiliated with the platform.

This expansion follows the introduction of the wedding registry feature in May and is driven by a data-driven observation. According to the company, “With someone searching for a ‘baby item’ on Etsy every second, it’s evident that shoppers are actively seeking alternatives to mass-produced baby and children’s products.”

Read more: Etsy Inches Toward Diversified Offerings to Get Consumers to Spend

Standing Out From the Crowd

Businesses are constantly seeking ways to stand out and capture the attention of consumers. One powerful strategy that has proven to be advantageous is offering consumers different reasons to purchase from a brand or retailer. This strategy diversifies a company’s offerings to cater to various life events and needs, ultimately fostering brand loyalty, increasing customer engagement, and driving revenue growth.

One of the most significant advantages of offering various reasons to purchase is the ability to appeal to a broader audience. Companies can expand into different product categories or services, thus attracting customers at various life stages.

In the case of Etsy and Zola, adding baby registries to their platforms allows them to tap into a new customer base of expecting parents while retaining their existing customer base of couples planning weddings. This diversification not only broadens the customer base but also helps buffer against market fluctuations and changing consumer preferences.

Additionally, providing multiple reasons for consumers to engage with a brand or retailer fosters stronger customer relationships. When a brand offers solutions for different life events, customers are more likely to return to that brand as their needs evolve.

And, of course, expanding product or service offerings can significantly boost sales and revenue streams.

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