Byte by Byte: 2000 Registry Makeover Series, Part II

By Michelle Moran

JUNE 01, 2000 -- In February, we introduced you to Margaret Junkhan and Vicky Flaws, our retailer "pioneers" who agreed to allow The Gourmet Retailer to chronicle the transformation of their hand-written bridal registry program into a computerized system with a noncommerce registry presence on the Internet. The initial plan called for the computer system and software to be delivered to Junkhan's Ames, IA store — Cook's Emporium — in February; at that point, employee training was to begin.

But we all know what happens to the best-laid plans . . .

February: Computer Glitches

MarCole Enterprises, a Walnut Creek, CA-based interactive software company, was enlisted last year to coordinate our experiment. The company agreed to provide Junkhan with its Gift RegistryWorks™ software, a text-based gift-registry data entry system described as "a complete gift-registry solution designed with the single-store operation in mind."

After assessing the needs of Junkhan's single-store operation, Vice President of Sales David Pava determined the best course of action would be the installation of a single in-store PC. Pava felt the system would adequately enable Cook's Emporium employees to create and retrieve registries and keep records on the purchases made.

Junkhan had two choices — to purchase her own hardware and send it to MarCole for software installation or to have MarCole source the system for her and send Cook's Emporium everything in one shipment. The latter plan would allow her to simply plug the computer in and turn it on. After several phone conversations with Pava, Junkhan agreed to opt for a "plug-and-play" situation. But there was a catch: deciding on a computer system and the elements necessary for this particular store.

MarCole agreed to acquire the hardware for Cook's Emporium from partnering hardware companies IBM, Lexmark, and Symbol. When Vicky Flaws, the store manager, received MarCole's bid, she was faced with the complexities of more than $9,000 worth of hardware options. She knew what the store wanted to accomplish, but was not sure what they needed to do so. Discouraged but not defeated, Flaws contacted Pava about her concerns. She explained, "I'd rather go with them because they can just install the software and ship it to us."

March: No Connection

As Flaws reviewed MarCole's quote, another problem arose. Pava left his position at MarCole. So the first week of March found Cook's Emporium's plans on hold while new project leaders were brought up to speed.

"We're at a standstill at this point," Flaws said.

Dann Wade, MarCole's vice president of business development, devised new plans to acquire hardware for Cook's Emporium after he reviewed the project's elements in March.

"Gift RegistryWorks™ is a business-driven application. Even a single-store operation like Cook's Emporium can offer a user-friendly yet powerful high-end technology all from a familiar PC desktop environment," Wade said. "A significant advantage to our system is its flexibility to fit into almost any type of architectural system."

Today's gift-registry software is compatible with the Windows NT environment and the Java version supports Internet browsers. Even with the program's flexibility, Flaws still had to choose what additional capabilities she wanted from the hardware.

"Buying computers is like buying a car — you have to decide the options, features, and functions you want," Wade explained.

Flaws wanted to be sure she included features that would maximize utilization of the store's new computer, thereby providing a faster return on the investment. One of the most important features was the system's Internet capabilities. Cook's plans to host a Web site later this year and the new computer's ability to handle the applications was a critical consideration.

"A decision made from the outset was to predesign this system to support a future Web expansion," Wade said. "That includes the hardware components themselves, as well as the software version."

Additionally, Cook's Emporium's Web site will require an ISP provider, a design, and the necessary communication lines. We'll discuss this further in the third installment of our Bridal Registry Makeover 2000 Series. Flaws also plans to use the system for a variety of other in-store functions, including bar code and graphics capabilities.

"The bar code system has already been ordered and will really help us with the many small products in our inventory. This should really give us an idea of exactly what we've got," she said.

Flaws is also in the market for graphic art software to create custom in-store point-of-sale materials. "I hope to begin creating our quarterly newsletter on the new system. Right now, we send it to a printer."

Understanding the Lingo

Some people believe ignorance is bliss. Junkhan simply finds it frustrating. Before March was over, the novelty of computerizing her store's bridal registry had worn off. But her excitement for the project didn't wane.

"The biggest problem has been our ignorance. I think that's what I find most frustrating," Junkhan said. "It's like learning a foreign language. I probably know more about brain surgery than I do about this."

Wade equated discussing computer specifications to going to the movies and finding all the titles in Japanese. "Someone asks you which one you want to go to, but you can't make a selection because you have no idea what the movies are about. You need to have someone to explain it to you."

With an education from Wade, Flaws was able to determine which system capabilities she required. Cook's Emporium was able to purchase an IBM PC with a Data/Fax Modem, an IBM color monitor, a Lexmark laser printer, and a Symbol scanning gun system at reduced prices.

"Some of it is just common sense but you have to relate common sense to technology," Junkhan said. "I just keep thinking to myself 'Why didn't I learn this language instead of French?'"

Despite her learning curve, Junkhan is positive the new system and an Internet presence are critical to her store's survival.

"This is the way young people are shopping," she said. "We need to make this convenient for our customers. The main thing is, we don't want to lose our personal touch."

Previous plans called for scanner capabilities to be brought into the mix in September but with prompting from Wade, Flaws chose to push forward with the technology.

"It's kind of like mixing the Computer Age with the Stone Age," Wade said of initiating the system without hand-held scanning equipment. "The other aspect of using the scanner is that it adds to the size and range of purchases that customers make, as well as promotes dual-party usage."

Many retailers have discovered the same results. Scanning guns inherently bring the man into the bridal registration process. Wade explained, "If you drag the typical male in for bridal registration, he's had it after about ten minutes. It's like filling out tax returns, but with scanners, they just go to town."

The scanning gun added $2,500 to Cook's Emporium start-up cost, presenting them with a total cost of $6,318. Luckily, MarCole passed on wholesale price incentives from his previously mentioned business partners.

MarCole chose to partner in The Gourmet Retailer experiment in part to test and research the creation of a shrink-wrapped version of Gift RegistryWorks™ that would be available as an off-the-shelf software purchase for small retailers.

"In the future, small retailers who want to do what Cook's Emporium is doing now would be able to purchase a shrink-wrapped self-install version of the Gift RegistryWorks™ software," Wade said. "We're hearing the call of small retailers and trying to design a solution for them."

April: The Bridal Server

Now that the computer equipment is ordered, the next step in the process is installing the store's database into the system along with MarCole's software.

"It's extremely user-friendly. A big hurdle in creating gift registry software is developing the programming to support ease of use," Wade said. Once the software is installed along with Cook's Emporium's inventory database, the system will be ready to run.

Wade explained: "A retailer's responsibility is to provide us with data files from their POS for item description, pricing, UPC codes, and departments. This information is loaded directly into the software."

Cook's Emporium now operates with a Triad computer system capable of point-of-sale and inventory control. The system is IBM-compatible, allowing Flaws to retrieve inventory records which will be installed on the new system.

"That was one of my biggest concerns — that I would have to manually enter all of our inventory," Flaws said. "I know how many man-hours it would require."

With 2.6 million weddings held annually and the resultant $17 billion in wedding business, it's no wonder what was once an isolated retail technology is now standard in mass distribution channels. Computerized bridal registration is now expanding further to general gift registration and capturing a large chunk of the retail market. Further translations have arrived with the Internet providing unlimited access to gift-giving solutions.

Forewarned by this knowledge, Flaws never hesitated about computerizing the store's gift registry. "I said 'yes' before I even mentioned it to Margaret. I thought 'whatever it takes.' This is the way everything is going. The technology has existed for some time now, so the bugs have been worked out and brides are accustomed to it. Now is the right time."

No matter what your opinion of the Computer Age, registries have gone far beyond the handwritten notebook. To compete successfully, specialty retailers have to embrace computer registries and relinquish old misconceptions.

One school of thought on computerized service holds that technology diminishes personalized service, but Wade believes specialty retailers will actually gain an edge. Specialty retailers can still provide individualized service with a computerized registry while most mass channels cannot.

"This will allow Cook's Emporium to offer high-level technology while maintaining their inherent intimate hand-holding customer service. It's a great combination," Wade said. "This will be something that will be talked about at Cook's Emporium, whereas it would not be as unique to a larger retailer."

Flaws and Junkhan agree. In March, they couldn't contain their excitement. When Wade reestablished the MarCole and Cook's Emporium partnership in April, the enthusiasm swelled. Despite the delays, Flaws and Junkhan are eagerly anticipating their entry into the high-tech 21st century.

"Our brides are excited. Everyone that we talk to is saying how cool it will be," Flaws said. Bridal customers they speak with are aware of the technology that exists and many of those brides are registering at both Cook's Emporium and alternate retailers with Internet services. These bridal commitments demonstrate Cook's loyal core — they average 95 brides a year — who look to them for personal service. Flaws' enthusiasm for the computerized registry is for the additional service opportunities it will provide, allowing them to retain all of a bride's registry.

"We have a knowledgeable staff, we have people who work here who like to cook, and we spend time with the customer," she said. "With the new system, we will be able to track orders and if a pattern is going to be discontinued, we'll be able to send the brides postcards telling them they may want to complete their registry now."

Cook's Emporium's handwritten bridal registries date back more than 13 years and are currently housed in Junkhan's office. While bridal guests have always been able to return and complete a couple's registry, the process was cumbersome and archaic. The new system will provide not only a more accessible and user-friendly registry, but will allow Cook's to expand to a "gift registry" and reach out beyond weddings.

Flaws and Junkhan plan to use the system as a complete gift registry program. They already offer Mother's Day, Father's Day, and Christmas programs which have been previously written on index cards.

"I am hoping we can do it all," Flaws said, "including developing anniversary cards to invite brides back to complete their registry. We do find that years later the parents or the groom will come back in and see what's left to complete. Having it on a computer will certainly help us."

What they won't be doing is allowing the computer to rule the gift registry program completely. With personalized service in mind, Flaws and Junkhan opted not to order a touch-screen system which allows customers to resource registries without sales assistance.

"We don't want the touch screen at least at this point in time because that does take away the personal service that we can give," Junkhan explained. "We can point out that these are their dishes, instead of having customers looking at sheets of paper with manufacturers' names on it which they may not understand."

With all the decisions made and the ordering complete, Flaws and Junkhan patiently awaited the arrival of their new system in April.

"It is getting to be the beginning of our bridal season, so I'm anxious to get it going," Flaws said. "I wish I had it right here in front of me, so I would be ready for the next step. I'm so excited. How could I not be? It's like Christmas is coming early."

Going with the Flow

Though our original timeline estimated that by May Cook's employees would be proficient in using the new registry, the owner, the manager, and the employees were just becoming familiar with their new registry in April.

And June should have meant the launching of Cook's Web site, initially providing information about the retailer and couples and their guests with a way to access individual registries.

But life happens. Instead, Wade planned to personally fly to Ames, IA, in April to install the system at Cook's Emporium, review the program with Flaws and Junkhan, and train the staff. "I'm hoping he can show me some of the ins and outs, and explain some of the shortcuts. It will make things go so much faster," Flaws said. "It's getting to be a busy time of year for us, so I'm hoping he can answer some questions and save us a lot of time."

With the bridal season in full swing, Flaws is in the midst of entering existing bridal registries into the system, as well as introducing new brides to the computerized registry.

"We're hoping that while Dann is here, we can have a special bridal event and unveil the new system," Flaws said. "Our existing brides may want to register for more things once the grooms get their hands on the scanning gun."

At Press Time

Cook's Emporium advertised the day of arrival for their new system in its newsletter. Thirteen new brides arrived for their computerized registry and one couple who were celebrating their 25th anniversary also appeared. Wade was locked into the Chicago airport due to inclement weather, but arrived on the next day — Good Friday — to work with the staff and registry couples who returned.

"The anniversary couple originally came in as a joke but once they started registering, they got more serious," Flaws explained. "They registered for things that were not only for their anniversary, but other items she wants to have. They're going to upgrade their whole kitchen. In that respect, it's working wonderfully."

A few technical issues presented themselves which Flaws was trying to overcome. While all of the store's point-of-sales information was downloaded into the new system, Flaws was uncertain as to how to enter new product information. She also was not sure how to handle inventory, such as open stock plates and linens, delivered with no bar codes.

"There's more things we need to do and questions we have to answer," Flaws said. "But we're learning. We really didn't think there were very many items without bar codes, but there are a few."

"Other than those two snags, it's very easy to use and very user-friendly," Flaws observed. "Everyone is excited about it."

Down the Aisle

Now the new goal is to have Cook's Emporium's 10 part-time employees using the system proficiently this month. The project will take another step in July and August, as both the Web site and search engine plans are tackled. The Gourmet Retailer and MarCole Enterprises will assist Junkhan and Flaws in developing a Web site and noncommerce registry presence on the Internet, as well as marketing their Web site through additional search engines and such wedding-specific sites as TheKnot.com and Wedding Channel.com.

The Gourmet Retailer will continue to chronicle the evolution of the store's gift-registry system and its related adventures in both our September and December issues, detailing the new challenges that face Cook's Emporium and how they were addressed by both management and employees. What we discover may help you decide how to approach your own transformation in the 21st century.


Suiting Up for the 21st Century

If your store is in the market for a computer system, is considering upgrading to a computerized gift registry, or has future plans for an Internet presence, Dann Wade has some suggestions on what to look for.



Hardware: It is best to predetermine the true extent of your desired registry system and bundle the hardware accordingly. Registry software runs on a PC platform with an interface terminal and printer. You'll need basic hardware components and operating software, while certain upgrades are options to consider.

Make sure the PC system has enough speed and memory, not only for the software but to support Internet access as well. The minimum for our software is a 300-MHz processor with 32MB of RAM and a CD-ROM drive. Further necessary peripherals include a modem and a mouse and keyboard to complete the system. Monitor: a standard 14-, 15-, or 17-inch monitor would require all registry activity to involve a mouse and keyboard; a touch-screen monitor may be purchased at an additional cost — this would allow customers to use touch-screen interfacing. Another option is to employ the use of a touch-screen kiosk system which has the PC unit enclosed in a touch-screen monitor. This "all-in-one" unit is slightly more expensive but is designed for heavy retail use and is easily located anywhere in a retailer's store or at a remote location. They also have built-in features such as bar code scanners, mag-stripe slots, and RF receivers so the system can operate wirelessly.

Operating Software: For Gift RegistryWorks™, a Windows NT operating system along with DB2/2 or SQL Server database software are necessary.

Printer: If you choose the full-kiosk system, you may opt for a thermal-printer peripheral which is attached directly to the kiosk stand. These high-volume printers are less expensive and offer less on-site maintenance; however, they also utilize a less-attractive 5-inch receipt roll paper feed. Another more common option is to install a laser printer. While more expensive than a thermal, these printers offer full 8.5- x 11-inch printouts.

Options: One main option is the scanner for item selection. It's important to remember to purchase one that can be preprogrammed to interface with the registry software.

Internet: Additional software and communication lines are needed to support interfacing any gift registry system with the Internet. While the PC most likely includes browser software, a retailer will need an ISP, communication lines, and additional Web RegistryWorks™ software to offer a non-e-commerce gift registry system online.