Data Collection at the Point of Sale

It’s been said so often that it’s almost a cliché: That you need data to build good customer relationships.

But that’s not so easy to gather at the point of sale. You can end up with incomplete records if the consumer doesn’t want to share information.

The only way around this problem is to equip your retail salespersons with answers to common questions.

Let’s say you want the shopper’s phone number or ZIP code. Many people will want to know what it will be used for.

The obvious response is that the company needs the data so it can send more appropriate offers for products and sales. But what if the salesperson doesn’t know this? He may give a wrong or incomplete response, and this can fuel distrust.

You may want to offer an incentive for providing information—say, for a coupon redeemable on the next purchase. This will allow the shopper to quickly reap the benefits of participating.

Whatever you do, don’t ignore best practices. It pays to be open about how data is being used, and to clearly state your privacy policy.

Ultimately, it is the customer’s choice to provide the information. But you can make a persuasive case by showing the value to the person. This will lead to a stronger relationship—and better ROI.

Denise Hopkins is the vice president of marketing and product development for Experian Marketing Services.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.