Product Registration Card
Product Registration Cards
You’ve just purchased a new dishwasher for your home. You’ve likely spent hours researching this product and have been saving to make this investment. You want to make sure you protect your investment, because you hope this lasts you many years to come.
Product and warranty registrations make this possible.
What does product registration mean? Product registrations help create accurate customer profiles for the manufacturer so they can better market their products to lookalike customers.
What Information Do Product Registration Cards Include?
Product registrations typically ask customers for the following information:
- First Name
- Last Name
- Phone Number
- Date Purchased
- Product Type
- Location Purchased
These insights provide manufacturers with a holistic picture of who their customers are and which stores or retail partners are selling the most of a certain product. Manufacturers can use this data to better market their product to their audience. A brand’s marketing efforts are more successful if for example they know a specific consumer demographic typically purchases a certain type of product from a particular retailer during a particular season.
For example, a manufacturer could learn through product registrations that they see a spike in the volume of outdoor door equipment purchased by males 40-55 during the month of June. Therefore they might increase paid ads during this time or develop a marketing campaign to highlight a specific product this segment may be interested in purchasing.
The information collected by product registration forms is called zero-party data. Zero-party data is the information customers willingly give your company. Zero-party data is more reliable than third-party data which is customer information that has not been willingly shared with a business by a customer. Often companies will purchase third-party data to market their products to customers, however using third-party data doesn’t provide an accurate picture of who a manufacturer’s customers are since it’s not data collected by the brand.
How do manufacturers collect this information from customers? One way you might be familiar with this is through traditional product or warranty registration cards.
What Is a Product Registration Card?
Essentially any product that is meant to last more than a few weeks usually comes with some type of product registration Some products that may include a product registration form include:
- Power Tools
- Home Appliances
- Outdoor Equipment
- Hair Styling Tools
What Is a Warranty Registration Card?
Warranty cards are similar to product registration cards in that they collect the same information from the customer. Warranty coverage typically has no additional costs to the customer and usually spans for at least a year after purchase. There sometimes is an option for customers to purchase an extended warranty if the customer wants additional coverage for their product.
Is Product Registration the Same as Warranty Registration?
Product registration and warranty registration sound similar and often collect the same information. Are they the same? It depends.
Not all companies provide a warranty for their products. If the company does not provide a product warranty, then they will just then provide a product registration which gives the manufacturer insight into who purchased the product. The customer does not receive warranty coverage for their product.
However, if a company does provide a warranty registration, oftentimes both registrations are included in one form.
Why Is a Warranty Card Important?
When a customer completes a warranty registration form, the manufacturer still collects insights into who the customer is and other purchase details, but the customer then receives something in return. They do receive warranty coverage for their product, meaning that if a product is broken or becomes defective in the time period set by the manufacturer, it can be repaired or replaced for no charge to the customer.
It’s important to note that it’s not specifically a warranty card that’s important - just the warranty registration process itself.
What Happens If You Don’t Register Your Warranty?
Forgot to register a warranty? It can easily happen if customers don’t see the value of completing a product registration. And because it’s traditionally been a cumbersome process, customers aren’t inclined to go through the hassle.
Some manufacturers require customers to complete a product registration in order to take advantage of their warranty coverage. So, should you register a new product? It is always a best practice to complete a business's product registration each time you purchase a new appliance to ensure your investment is protected from any incidental damages it may endure.
The Best Registration Form
Did you know there is more than just one way of collecting product or warranty registrations from customers? There are three main ways businesses can collect registration information from their customers.
- Printed Registration Cards: Traditionally, a printed registration card comes within the product packaging. If customers want to complete the registration, they’ll need to physically write their information and mail it back to the manufacturer. Oftentimes, the product registration card does not require postage to be provided by the customer.
- Company’s Website: Many times, a manufacturer will include a link on printed packaging directing customers to visit their website if they wish to register their products. This option can also be referred to as a product registration portal.
- Digital Product Registration Experience: A digital product registration form can be activated via a QR code. Once activated by the customer, the individual can complete the product registration form within a matter of seconds. Then, the information is sent directly to the manufacturer’s CRM or other system of record.
So what is the best registration form? A digital product registration experience.
Digital product registration experiences are a win-win for both the customer and the business. When activated by a QR code, this eliminates the need for the customer to locate their product’s serial number or remember their product type. The QR code can have all of this information within the digital experience the QR code is tied to.
While a company’s website is similar to a digital product registration form, the way these are accessed by the customer is how these two differ. For example, manufacturers that choose to include a link to the company’s website are adding a potential blocker to the experience if they wish to increase product registrations. This assumes the customer will manually type in the link to access the website.
The digital experience avenue on the other hand provides a seamless activation strategy where customers do not need to go through the effort of typing in a website’s address in order to register their product. Plus, the serial number and product type can often already be populated in a digital experience that further elevates the customer’s experience with the brand causing them to want to purchase from this brand again and again.
CPG Product Registration Example
For example, a customer who has just purchased a new hair dryer can scan a QR code on the product’s packaging using their smartphone. Once scanned, the digital form will pop up that already has populated the hair dryer’s serial number and product type. The customer just then needs to add their contact information and additional details including when and where they purchase their product.
Within seconds of being submitted, this information is stored in the manufacturer’s database where any team member can easily access this information.
Ability to Collect Zero-party Data
Another reason why digital product registration forms are the best option for manufacturers goes back to our point about zero-party data. Changes to Google and third-party cookies are happening this year. If your business hasn’t developed a plan to collect customer information using first-party or zero-party data yet, consider this your sign.
By creating a digital product registration form, customers are more willing to complete these forms than taking the time and effort to complete and mail in a physical product registration card. The more product registrations a brand collects, the more customer data they have, therefore the more people the brand can target and market to.
How Do I Create a Digital Registration Form?
Creating a digital registration form in Lumavate is easy and takes 20 minutes or less. To create a digital registration form, follow these steps:
- Create a Free Account or Schedule a Demo with Lumavate - Creating a free account gets you immediately on our platform and gives you the chance to start building digital experiences immediately. Or if you’d like to talk to an expert before signing up, we give you that option too.
- Connect to Salesforce - Once you’re in the platform, if you have a Salesforce instance, we recommend connecting that to Lumavate. We have on-demand tutorials for how to connect Salesforce to Lumavate. But if your business doesn’t have a Salesforce instance, you can also store your data in Lumavate too.
- Copy the Product Registration Template into Your Studio - Lumavate has more than 40 Templates to help you accelerate your digital efforts, including a Product Registration Template. Once you copy the Template into your Studio, you can brand it to make it your own.
- Publish Your Digital Experience - Now it’s time to make your digital product registration experience live for your customers. In the Studio, you just hit the green publish button and it’s ready for your customers to use.
In addition to these steps, we recommend taking advantage of our Product Information Management (PIM) solution to further accelerate your go-to-market efforts.
What we mean by that is having a centralized location for all of your brand’s product information and related digital assets is crucial to making your teams efficient and beating your competitors to market.
Having various spreadsheets where data is stored and not consistent is not a scalable strategy. Team members need one place where they can go to find, edit, and manage product data.
Home Appliance Brand Example
Let’s take a look at how a home appliance brand can take advantage of Lumavate’s PIM solution and create digital product registration experiences.
A home appliance brand can enter their product data into Lumavate’s PIM and segment their products based on product type so it’s easy for their team to find all products under the product type “Refrigerator.”
The brand can then create a digital product onboarding experience for new customers which walks customers through instructions on how to successfully get started using their new product. This digital experience can dynamically pull in product information including product name, product description, owner's guides, manuals, and more from Lumavate’s PIM. This digital experience can also include a product registration form which can be part of the installation checklist customers complete when navigating through the digital product onboarding experience.
The possibilities of how marketers can add a digital element to their products are endless. Lumavate’s platform is the one-stop shop for businesses to manage product data and create engaging digital product experiences.
Want to learn more about Lumavate’s PIM solution? Watch the 30-second video or book a meeting to talk to one of our product experts.
Product Registration Template
Lumavate has created a best-in-class Product Registration Template that helps marketers get started quickly. Not only is the digital experience built out for you, but we’ve also created a Product Registration Form that can easily be copied into any digital experience.
Here’s what our Product Registration Template can do for your brand:
- Decrease Costs
- Capture Cero-party Data
- Increase Brand Loyalty
- Integrate to Tech Stack
- Customize Data Collected
This Template also holds an excellent opportunity to collect mobile and email opt-ins from your customers.
By including a checkbox on a product registration form, customers can opt themselves into your brand’s mobile messaging program or emails. With customers opting-in to receive your messages, you can easily communicate with your customers in the future about safety recalls, personalized content, updates to warranty information, promotions, and so much more.
Watch this video to learn more about how Lumavate’s text messaging capabilities work:
Start Increasing Your Product Registrations with Lumavate
Lumavate is marketers’ all-in-one solution for managing product data and building digital experiences tied to it.
Lumavate has powered thousands of digital experiences for brands including Trinchero Family Estates, BraunAbility, Herff Jones, and more.
Want to join the community of marketers who are harnessing the power of Lumavate to quickly build landing pages, microsites, mobile apps, and more for every touchpoint in their customer’s journey? Book a demo with one of our product experts today to see how we can help you decrease costs and increase revenue for your business.
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