Retailer adds online gift registry
By Brian Carroll -- Furniture Today, August 11, 2003
Richmond, Va. — Furniture retailer Helten Best of Design has come up with a new twist on an online gift registry service.
Recognizing that furniture is a big-ticket purchase and not the typical wedding gift, Helten outsourced the development of an online registry that allows partial purchases, or contributions toward the purchase, of any of the European classic and modern furniture pieces carried by the mostly high-end store.
Goals for the registry, in addition to boosting furniture sales, include eliminating the purchases of unwanted gifts and simplifying the gift-giving process. The merchant hopes the registry will boost online sales between 4% and 6%, said Thomas Wuestefeld, president and chief executive officer at Helten.
"Conventional gift registries have difficulties dealing with expensive gifts such as furniture because of the cost," Wuestefeld said. "With the 'Partial Purchase' feature, gift-givers can spend as much or as little as they like. They will always find something within their budget."
Located on the Web at www.helten.com, Helten also sells accessories and lighting. The retailer has a gallery showroom here in addition to its Web site and direct-mail catalog. Wuestefeld said approximately 45% of the company's total sales are generated by the catalog; 30% by the Web site; and the remaining 25% by the brick-and-mortar showroom.
Helten's customers are invited to set up their own version of the new registry by using the catalog or by visiting online or in the showroom. Once online, the registries can be modified by customers via the Web.
Helten's gift registry service also offers customers options for setting up an online photo album, an RSVP service and a free announcement page. And each registry can be protected with an optional guest password to protect users' privacy.
Felicite.com, a provider of private-label gift registry systems for both online retailers and brick-and-mortar merchants, developed Helten's new service. The system developed by Felicite.com boasts quick integration with existing store operations and systems, according to the company, which advertises that it offers the only system with the patent-pending "Partial Purchase" feature.
Kerstin Wuestefeld, Helten's sales director, said the partial purchase plan was "essential" to the company's vision for the service.
"By using our system, customers can register the gifts they really want instead of what they think their guests can afford," she said.
Helten specializes in contemporary furniture, offering lines such as Germany's Bruehl line of upholstery, Denmark's Danerka seating, and the Italian-made Driade line of chairs.
