Shopper Marketing - September 2017 - 110
Cuisinart Uses Mobile to
Increase Product Registrations
By Dan Ochwat
STAMFORD, CONN. - 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 Cui110
y SHOPPER MARKETING SEPTEMBER 2017
sinart such as lifestyle and demographics
information, and where the product was
"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
And it's all done quickly.
During the day of paper cards, which Cui-