Email capture is a critical marketing tool for retailers. It accounts for 17% of the total digital budgets for marketers in the US every year. Although the current methods of email capture have been ineffective because of they offer minimal value for the customer.
There are techniques that retailers can use to reinvigorate customer motivation for participating in email marketing campaigns. Some of them are:
Implementation of Free in-store Wi-Fi: This kind of marketing is a very good option that is often overlooked by the retailers. The availability of free Wi-Fi can make or break the shopping experience for many customers.
It is a win-win situation for both as shoppers can access the retailer’s mobile site while retailers can learn more about the users while offering better shopping experience.
Digital Payments and Receipts: By using these 2 methods, retailers can capture emails at the point-of-sale (POS) transaction stage, while offering additional convenience and incentive to the customer.
Digital payments reduce a customer’s carbon footprint, allowing them to track an entire purchase history in the email boxes. These can be leveraged into customer loyalty programs, coupons and more.
Technological Innovations: Retailers should start making better use of technology in-stores in a way that challenges traditional customer psychology. From augmented reality to high-tech kiosks, new technology opens doors for reshaping the retail shopping experience.
Crate & Barrel in the US, launched a tablet based experience that bridges the gap between e-commerce and brick and mortar. This saw a sharp increase in its email sign up rate from 26% to 41%.