Gathering Emails at Tills

[Esk247]

How is everyone managing with the gathering of emails at POS (point of sale)?

We've been trying to get people to sign up to our mailing list for weeks at the till but at the moment, 9/10 decline so we've got a tiny list to use for any email marketing that we want to do. these people have purchased an item or three so we know they're interested in the products etc.

We're offering 10% discount to all who sign up but it hasn't had much impact.

Just interested to know how others are doing it because we dont want to harrass people and in the end we give up asking because the response rate is minimal at best.

 

[Consultant sea]

I was in asda today and the cashiers where asking for post codes. Most seemed to have no problem supplying it. Maybe if your 10% offer was on a sign on the way in people may be more inclined to be interested or maybe a small form they can fill out instore and put in a box with a prize to be won. Giving email info at the register can be a little personal for some as well and they wouldn't want other's hearing it. Just my 2 cents.

 

[cmcp]

how regimented and direct are you with your chat? have the tablet set up next to the till (easy to use web 2.0 style form) just 1 input and 1 submit button on screen.

after every purchase have cashier ask them "would you like a 30% voucher for next time?" when they say yes the cashier points them to the laptop and says fill in your email address to join our list.

 

[Mathew.Charles]

Hey,

I currently work part time in TOPMAN, and we also have to collect email addresses, our selling point is simply the following

"If you register your email address today, we promise we'll never send you any spam, only fantastic offers and vouchers to get up to 50% off your next purchase as well as weekly updates on our clothes"

As well as the email capture form to be filled out, is one per person that way the customer cannot see other emails and feels slightly more secure. Also the capture form is pretty graphical and calls your attention.

Cheers,
Mathew.

 

[papverpoppies]

I filled a form in at Matalan, they asked if I would I like to receive their discounts by email, once I said yes, they gave me the form.

Mind you, I have never received any, I wonder if they get filtered out as spam!

They are always asking postcodes in that place.

POPPY XX

 

[julie001]

I am always dubious about giving out my details incase they are sold to 3rd party companies. The last thing I want is a load of spam arriving! Are you making it clear to your customers exactly how their email adresses will be used (ie ONLY for YOUR mailing list), and emphasising that they will not be sold or shared with any one else?

Since I don't like to hold up other customers at tills, if it is not immediately obvious, I find it easier and quicker to just say "no thanks", rather than quiz the cashier what my details would be used for.

 

[Page]

Although to you your offers etc are great to customers it is probably just going to be more garbage filling their email - I for one would always say no

So they have to have a compelling reason to give your their email

Another option you could compare against might be to put a leaflet in the bag and see what sign up their is

But it might overall just annoy customers for limited gain

(I now avoid WH Smiths if I can because they verbally keep on trying to shove add on sales down my throat at the till for chocolate bars etc - so take care that the upside gain is not worse than the downside loss)

 

[John_Orcus]

Lots of our customers capture name and addresses at the POS and it all depends on the approach.

The best way seems to be to mention it casually, as if it is the most natural thing in the world to do. As others have stated, there has to be something in it for the customer, so dropping words like 'exclusive', 'special', 'reward' etc in seem to do the trick.

It all depends on what you're selling to who as well - you're more likely to get details from someone buying high value items, and as a general rule, younger customers are more willing to give their details.

The main thing is to make good use of the data when you've got it - a few of our customers collect loads of details and do absolutely nothing with it. Such a waste, when sending out a mailer/email doesn't take too much effort for the rewards generated.

Don't give up esk247, just be a bit more persistent without being pushy and you'll end up with data which you can use to boost sales etc.

 

[arcon5]

Is that 10% percent of their next order or current order?

If the former then theres nothing more annoying.. if the latter, tell the customer to price and tell them they can pay just £x instead today if they sign up for your newsletters.. see how that works..

 

[Normansmith]

Most POs receipts have the option to put a message on the front or back. Put on your website details and " loyalty customers" discounts. Some even ask for a citation / review for extra discount free gift etc.Sign up for newsletter for sale items and other special offers. This way you don't confront them in the shop
Be creative.

 

[stugster]

10% just isn't enough to justify them giving you their details for spam then.

 

[Deleted member 61074]

Rather than leave it until the till why not ask when you are doing the pre sales chatter that should be the moment to gain peoples trust. Also use a terminal to collect addresses not scraps of paper, have the terminal prominent in the shop and attract people to it by offering random offers on sign up.

Don't assume because someone buys from you ( I don't know what you sell ) that they have the potential to be a regular customer.

Are you online and BM?

 

[Rainbow Chasers']

I would do it via a competition draw - voucher, free shop worth x amount, something like that. Make it worthwhile though!

 

[mdj101]

Would it be possible to have an ipad or similar set up on a stand that you could have a custom webpage displayed on to fill in the details?

If so could someone point me in the direction of a stand or similar tablet that would be suitable.

I like this idea of collecting at the till or in the shop.

 

[Esk247]

10% just isn't enough to justify them giving you their details for spam then.

sigh.

why is it spam? it's no different to the emails you get from Ebuyer or Marks and Spencer???

these are customers who have purchased an item and in return for doing so and providing an email address they have effectively joined a 'Members Club' where they receive discounts on any other orders with us. I don't see that as spam and they can unsubscribe by clicking the button as per usual.

 

[Esk247]

I would do it via a competition draw - voucher, free shop worth x amount, something like that. Make it worthwhile though!

We've done a few competitions but we've found that people just enter the competition and unsubscribe from our mailing list straight away :| which i kind of understand but also don't because by doing so we cannot contact them again if they have won something.