Cuisinart Uses Mobile to Increase Product Registrations

At Cuisinart, a Conair Corp. company, gone are the days of paper registration cards that consumers send back in the mail – and to another extent, so are the days of online registration.

A little over a year ago, Cuisinart began the process of implementing a mobile platform called Photoregister, a product of Registria, Mountain View, California, where shoppers take a picture of a code with their phone to be automatically registered. Using the mobile registration, Cuisinart saw a nearly 70% increase in product registrations compared to strictly online registration the year before. The company now gets up to 6,000 registrations a day through Photoregister.

Cuisinart places a “slip sheet” inside the product’s instruction booklet that carries a registration icon for consumers to snap a picture of with their mobile phone. They then send that picture via text to a phone number Cuisinart supplies or through a social app like Facebook Messenger, and the product automatically gets registered. Cuisinart customers can further participate in surveys, polls or answer questions, if they wish, to provide more robust data to Cuisinart such as lifestyle and demographics information, and where the product was purchased.

“It really streamlines the process for the consumer, and enabled us to get them registered and collect marketing data for use in consumer insights, product development and aftermarket,” says Mary Rogers, director of marketing communications at Cuisinart.

She says Cuisinart consumers tend to be “very active in mobile” and are a little more affluent, more educated and tech savvy, so early on the company saw a shift in them going from desktop to mobile. Rogers says aftermarket is a big point of emphasis with the data that gets pulled from the registrations.

For example, if a consumer buys a griddler (an indoor countertop electric grill), a popular aftermarket accessory is waffle plates. That’s a big ask of consumers, she says, and the messaging can be personalized to that consumer. Also, if a consumer buys an auto-drip coffeemaker that doesn’t have an integrated grinder, a coffee grinder can be suggested.

And it’s all done quickly.

During the day of paper cards, which Cuisinart discontinued about a decade ago, the marketing team dealt with a lag in data. They may have approached a consumer three to six months after the consumer purchased the product. Now, data is instant. “We’re getting to a point now with Registria where we hope in the future we actually download that data into another tool that we use so we can analyze it easily and incorporate it into other work we’re doing.”

A spokesperson at Registria says brands can generate an additional $15 to $50 in revenue per product registration. The ease of Photoregister is that consumers aren’t required to download any additional apps or tools; they use the phone’s camera and text messaging. Once registered, consumers have access to an online portal to learn about products and find recipes, cooking tips, special offers and brand events.

“My goal is to eliminate pain points for my consumers, my retailers and of course myself in some ways,” Rogers says. “When you integrate these technologies into activities related to the brand and consumers shopping the brand, you’re making it more enjoyable for them, less cumbersome, less painful. And then it enables us to completely get them to our retail partners quickly and efficiently and close the loop on selling products.”