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Point of sale email: Managing compliance, privacy and deliverability with in-store email acquisition
Retailers today collect email at every point of interaction, including at the call center, through Website opt-ins and through mobile, social and in-store contact. Of all these touch-points, collecting customer information in the store at the point of sale (POS) typically offers the greatest potential to build a retailer’s email list quickly and to drive timely offers and communications that increase customer loyalty and retention.
While POS collection has become an industry standard due to its potential for tremendous list growth, the practice carries its share of compliance and deliverability risks due to inappropriate or incorrect collection and use of email data.