Email Best Practice: Evans Cycles Shows Value of Collecting Customer Data In-Store

Author:
David Moth
Source:

The recent demise of once-dominant high street brands has highlighted how important it is for retailers to have an effective multichannel sales strategy.

Businesses need to be taking steps to track their customers across all touch points, which means collecting data in-store as well as online.

We previously reported data from an ExactTarget study which found that 44% of the top 95 US retailers asked customers for an email address at the checkout in-store, while 32% asked for a zip code and 27% asked for a phone number.

The value of asking for an email address was recently demonstrated to me when I ...

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