Point of Sale
If you are like most dive retailers, you use your store’s Point-of-Sale (POS) software to manage your mailing list. Thus, ringing up a sale is often among the best times to update or expand your mailing list.
- As you begin to ring up a sale, you can ask customers whom you don’t know, “Are you on are mailing list?” If they say Yes, you can look up their customer record and verify that the information you have is accurate. If they say No, you can easily add them.
- Make certain to get any information that may be missing from existing customer records, such as phone numbers or, in this case, an e-mail address. Whenever you ask for new or additional information, be sure to explain how, when and where that information will be used.
For example, if you see that you have no e-mail address for an existing customer, you can ask, “Are you getting our monthly e-mail newsletter?” (This is a lot less contentious than simply saying, “I need your e-mail address” — and it helps explain what you intend to do with this info.) If your customer says No, you can ask, “Would you like to?” This, coupled with the fact you have your store’s mailing list policy posted prominently near the register should help make the customer more at ease with sharing this information.
Of course, if a customer is unwilling to share information with you, that is his or her prerogative. Ultimately, customers need to know that it is they who control what you do with their information, not you.
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