Gadget for grooms-to-be lets them shop till they drop

CECILY ROSS

From Saturday's Globe and Mail

Love and marriage go together like technology and tradition. At least that's the way the folks at William Ashley in Toronto see it. This fall, the tableware and gift emporium rolled out a gadget that takes the worry out of being close for couples setting up their bridal gift registry.

Dubbed the Wish Pad, the hand-held tablet made by Nokia allows the bride and groom to browse through the store's 100,000 items at their leisure.

Adapted from the Nokia 770 Internet Tablet, it was ideal for the William Ashley wedding registry system. "It is unlike any other registry out there," says Jackie Chiesa, manager of Ashley's Bloor Street store.

Each time the betrothed see an item they like, they simply enter the code on the Wish Pad's screen with a touch pen. The selections are then confirmed with a picture and a voice describing the item.

"We still provide one-on-one service with consultants," Chiesa says, "but sometimes when you're choosing gift items or appliances, couples want to be more independent."

She acknowledges that the shopping toy is an unabashed attempt to appeal to the groom.

"Men do love their gadgets," she says, adding that busy execs can now justify taking time off to choose pots and pans because the Wish Pad allows them to check their e-mail and browse the Internet.

And, for the macho ones who hate to ask for directions, there's help. Now when they get lost in the maze that is Ashley's (with its 18 different departments on one level), the Wish Pad, with its GPS-like locater, will tell them exactly where they are and what products they will find in that area. And a touch on the screen will page a registry assistant, should the happy couple have any questions.

"We want gift registration to be fast, fun and easy," Chiesa says.

Chiesa says the reaction to the Wish Pad has been "phenomenal" since the company began offering the devices about eight weeks ago. There are 20 available at the Bloor Street store (they will be introduced to the Square One location this week) and on any Saturday, they are all in use all the time.

"The brides like it," she says, "but it's a real hook for the men. I think roles have changed in the home and many men like to cook. They really want to be involved in picking out the knives and choosing pots and pans."

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