Insight

Product Registration: How Brands Can Provide a Seamless Process with QR codes

Product Registration: How Brands Can Provide a Seamless Process with QR codes

By

Amy Huang

April 20, 2022
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Introduction

The brand-consumer relationship is something akin to Love is Blind. 

For context, participants in the reality show try to find a match without ever seeing each other face-to-face. 

At the beginning of the shopping journey, customers rarely interact with a brand’s employees; instead, they get to know a brand by browsing its website and social media. Brands try to do the same with any information they have about their customers.

But as consumer data becomes more regulated, it becomes much harder for brands to know who their end customer is. This is especially true for brands who sell on Amazon, who has curbed brand access to key first party consumer data for sellers that use its fulfillment service. Amazon’s unparalleled market size is undoubtedly advantageous for brands who want to scale their business, but they bear the cost of not knowing their customers. 

How can brands regain ownership of consumer data and establish a direct line of communication with their customers? 

The answer is to give your customers a compelling reason to give you their information—and that can be done through product registration. 

The Importance of Product Registration

Product registration is a process that gives you more from your product. It allows companies to communicate important information regarding product updates and recommendations, warranties, maintenance, and safety.

With high value items such as electronic devices, kitchen appliances, and home goods, product registration allows consumers to activate their warranty and learn more about product usage and maintenance. 

Apple Warranty
Photo Courtesy of Apple

For brands, product registration allows them to capture their customer’s data and communicate important information directly. For customers, product registration allows them to hold brands accountable should they have any issues with their product. 

One of the most common reasons for product registration is warranty activation. Warranty activation provides an incentive for a customer to register their product. This benefits the customer in that if they ever have any issues with their product and it is protected by a warranty, they are able to either replace it or get it fixed.

 Shoppers expect their appliances to last a long time, and warranties give that peace of mind. When thinking about whether or not to activate their warranty, customers consider item cost, cost of repair, and how long they plan on using the product, and – most importantly – how easy it is to register. The most common appliances for warranty activation include refrigerators, microwaves, coffee machines, blenders, and washing machines.

Benefits for the customer  

For the customer, registering their product is an investment in the product, and it’s a process that can save them money. In addition to warranty activation, product registration allows customers to:

Benefits for the brand

For brands, when customers register their products to activate warranty, they gain access to first-party consumer data, such as name and email, that is often lost when customers purchase their products from third-party retailers. 

Product registration is a powerful way to stay connected with their customers post-purchase. With access to first-party consumer data, brands can:  

Hurdles in the Product Registration Process

Despite the value of product registration, the barriers in the process are high. In an era where consumer experience is highly valued, product registration is one area that has traditionally lagged behind others. 

“And the hurdles in the current product registration process have consequences for consumer engagement with a brand. A survey of more than 500 consumers conducted by the University of Michigan found that people want to register their products, but many don’t because the process is too inconvenient.”

Forty-four percent of people who rarely or never register products avoid doing so because it is too inconvenient.

Technology Products
Photo Couresy of The University of Michigan

Take the activation process, for example. Manufacturers often insert warranty cards into the package and rely on the receiver to follow the directions. There is usually no apparent reason or incentive for customers to give the card a second look. 

This process also often requires the consumer to type in a link from their warranty card and then input all their personal information, along with information about the product that is typically hard to find. Consumers need to locate their receipt and product information, call a service number, wait for an email, and wait some more. Some manufacturers are even having people manually fill out cards and send them back via snail mail! The process is slow, frustrating, and fraught with complicated terms and conditions. 

Imagine how much simpler this process can be if brands already had some information about the product and the customer. QR codes provide a frictionless way to power mobile product registration.

A survey of more than 500 consumers conducted by the University of Michigan found that people want to register their products—they just don’t like the effort required to do so.

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How QR Codes Simplify Product Registration

Product registration becomes much more seamless when integrated with QR codes. Instead of having to read physical cards for directions and a URL to type in, customers only need a smartphone to directly access the correct page. The process looks like this:

  1. Customers use their smartphone camera to scan the QR code on the product—no app required. 
  2. They are redirected to a specific landing page, where they confirm the product that they’re registering. Note, in a more tailored experience for the customer, the product information is already loaded into the QR code. 
  3. To complete registration, the customer can sign up through email, phone number, or single-sign on buttons. If their personal info is saved on their smartphone they can easily input it into this experience.

By removing hurdles in the product registration process, QR codes allow brands to make it easier for customers, get the most out of their products, and stay connected to the brand long after purchase. 

Registration comparison
Micro Photo: Courtesy of Kiri Masters via Forbes

How Brij has Created a Seamless Product Registration Experience

Brij has created a seamless product registration experience for customers. With a simple scan of a QR code, customers can load a product registration page tailored to their specific product and register with one-touch using Brij’s single-sign on functionality. Customers can also access product manuals, set-up instructions, or any other relevant content that the  brand wants to deliver to the customers post-registration. When a customer registers, their data flows directly to the brand via Brij’s Shopify integrations.

Brij has also partnered with Mulberry, a customer-first product protection company, to strengthen relationships between omnichannel brands and their customers. The partnership will encourage more customers to register their products by providing them with a seamless warranty activation process with the added benefit of an extended warranty. With a simple scan of a Brij QR code, customers can activate short-term accident protection plans. The future of product registration is here. 

Brij x Mulberry Integration
Brij x Mulberry Integration

How Our Customers Use Brij’s QR Codes to Power Product Registration

Viscosoft

Viscosoft, a global sleep company and leading mattress topper provider, is the first brand to leverage the partnership between Brij and Mulberry. Customers who register their sleep products using Brij’s QR codes are rewarded with a free 1-year accident protection plan, powered by Mulberry.

 "Many of our customers purchase Viscosoft products from our distribution partners, and as a result, don't engage with the warranty program and customer service that Viscosoft wants to provide for them," said Jason Alpern, VP of Marketing at Viscosoft. "The Mulberry and Brij integration is incredibly valuable to help us deliver better service to our customers regardless of where they purchase our products."

Canopy

Canopy is using QR codes to power seamless warranty registration of their humidifiers. They are also using our subscription opt-in feature to allow customers to subscribe to filter refills and our commerce experience to showcase their other products for upsell opportunities.

The Future of Product Registration

Providing seamless warranty activation is the first step to transforming the product registration experience. Not every customer will register, but those who do are a core set of loyal customers. Building this set requires being thoughtful about the consumer experience and providing compelling incentives for the customer to give brands their information.

With a seamless product registration journey, customers gain access to many benefits and product features that enhance the way they interact with a brand. 

And for the brand, access to first-party data leads to a wide variety of important metrics that provide insight into their end consumer. 

Product Registration: How Brands Can Provide a Seamless Process with QR codes
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