Here's a simple marketing tactic for retail stores: capture email addresses.
Funny thing. If I were to guess, I'd say fewer than 10% of retail stores do this. Maybe fewer than 5%. I don't know.
But yet this one tactic could be responsible for a retail store getting many more repeat sales.
Why?
Because by capturing email addresses, they will be able to promote to their best customers and prospects on a regular basis. Send them promotions. Send them coupons. Send them announcements. Whatever.
Some of the stores that are already doing this well include Borders, Barnes & Noble, Qdoba, and Einstein Bros.
So how do these stores persuade their patrons to turn over their email addresses?
Great question.
Some of the more sophisticated companies have created loyalty programs. So you get in-store credit at the end of the year (Borders) or a free burrito every time you buy 10 (Qdoba).
But it doesn't necessarily have to be this complicated. Take Einstein Bros. for instance. They're a bagel company that has done well in the Denver area. Here's the real-life copy taken straight off a small sign posted over a ballot box near the cash register:
"Give us your email and we'll give you a free cup o' joe. How's that for Fair Trade?"
There's a small stack of buck slips to write your name, email, cell phone, and birth date. Fill it out, show it to the cashier (to get your free coffee), then drop it in the box.
I probably don't have to tell you... the ballot box, which was made of clear plexi-glass, was filled with dozens of slips.
If you run a retail business, what can you do to start capturing email addresses?
P.S. A note about Einstein's copy. This is one particular case where I feel like clever copy works. Even if you don't know anything about Fair Trade coffee beans, you will still understand the message. But this is the exception to the rule. Usually, efforts to be clever only confuse the customer.
Ryan,
And because less than 10% of retail stores actually do this, it would make sense to capitalize on this simple marketing strategy.
Just like online marketing, a giveaway for name and email address is a good example for retailers to follow.
Then...
They could expand on that idea even further by creating a membership site around that concept. Hmmm...
You submit your name and email address for a freebie, and that entitles you to free member benefits.
Then...
In the email promotions, the retailer could offer a paid membership site where the current - age consumer could get access to "paid members only" benefits and a special website offering special incentives and products exclusive to the paid members only.
Good post Ryan.
Joseph Ratliff
Author of The Profitable Business Edge 2
Posted by: Joseph Ratliff | The Profitable Business Edge 2 | October 05, 2007 at 12:07 PM
Yup... didn't know of Fair Trade coffee beans, but I still got the message.
Did you give Einstein Bros. your e-mail? What type of messages are they sending to their list? And I wonder how many people fake an e-mail to get a free cup of coffee...
Posted by: Tim Schaefer | October 05, 2007 at 12:09 PM
Hey Tim - I didn't give them my email because I don't go to Einstein's often. It's pretty far from my house.
Other retail businesses send me coupons on a regular basis. Sometimes I get free food around my birthday. So it's great if you're a regular patron of a store.
Posted by: Ryan Healy | October 18, 2007 at 02:37 PM
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Posted by: Weeskweanna | October 31, 2012 at 10:23 AM