The Knot Launches Gift Registry 360 Tool

Any former bride-to-be who recalls maintaining gift registries with half a dozen different stores will likely be envious of GR 360.

The new Web tool—short for Gift Registry 360—has been created by lifestage Web publisher The Knot to enable women who are approaching marriage to establish a single gift registry online, which can be shared with their various friends via Facebook. To help get GR 360 off the ground, The Knot has lined up five retail giants: Macy’s, Target, Williams-Sonoma, Pottery Barn, and Crate and Barrel.

Using GR 360, brides will be able to browse through complete product listings for all five participating retailers.  Plus, the tool features a bookmarking feature which The Knot claims will let users register for products sold on virtually any Web site. Then ultimately, these betrothed users will have compiled a single registry for their friends to shop with using the Facebook application Weddingbook .

The idea is to simplify a process that can become laborious. According to The Knot’s research, the average engage couple manages at least three wedding registries—making it tough on potential gift-givers. “We recognize that the current registry creation process is confining in that it limits the couples’ selections to the assortments of individual retailers,” said Kristin Savilia, The Knot’s senior vp, E-Commerce and registry.

Plus, social networking sites have become vital outlets for wedding planning—and shopping, added CEO David Liu.  “We’re creating a unique and exciting opportunity for our retail partners to make their products available at the point of guest contact where they are most likely to transact.”

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Publish date: October 1, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT