Increasingly retailers try to capture data from customers at checkout, “can I have your email address please?” It seems an obvious thing to do however with data capture at Point of Sale there are numerous challenges. We have identified 5 main reasons why data capture at Point of Sale is not effective:
1) Intrusive: it can be an uncomfortable experience for customers to disclose personal information at checkout. Customers also often do not have the time.
2) Data quality: names, emails addresses when entered into the system are often misspelled. Wrongly entered email addresses will cause deliverability issues, wrongly entered first name or title will cause customer frustration and disappointment about your brand.