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How a shoe retailer built up its first-party data using emailed receipts

How a shoe retailer built up its first-party data using emailed receipts
July 14, 2021 ObadeYemi

At some level of the pandemic, outlets immediate needed to search out ways to abet customers good — a project that led many companies to rethink how, and what, they were succesful of touch and feel sooner than procuring.

For shoe retailer Snipes, that meant emailing receipts to purchasers for in-retailer purchases. Those emails beget become a tool in teaching customers to become omnichannel purchasers.

Snipes began the utilization of the e-receipt tech platform FlexEngage in November of final twelve months after a 3-month-long pilot program with 20 of its U.S. shops, at the side of those in Philadelphia and Fresh York. The plot for in-retailer adoption (or moderately, choose-in) became space at 25%, and “nicely exceeded” that, per Jenna Flateman Posner, vp of digital at Snipes, who did no longer present true figures for this story.

The pilot went so nicely that the retailer accurate now rolled it out to the remainder of its 100 U.S. shops. Emails bought by the e-receipt program to this level beget contributed to a 5% progress in Snipes’ email database within the final seven months, per Flateman Posner. Now, the emblem is having a designate forward to the method in which it would possibly possibly presumably maybe non-public on that info, and most seemingly uncover consumers to voluntarily part other info sides, akin to a cell phone amount, or choose to download the Snipes app.

The e-receipt Snipes differs from the emailed receipt a customer gets from an online inform. E-receipts are handiest supplied to customers who make a choose up inform in-retailer and agree to rating their receipt over email. The e-receipt appears to be like to be like appropriate indulge in a paper receipt and links to Snipes’ web page.

Snipes measured the success of the program by having a designate at two e-receipt customer segments: folk who had never transacted online, and folk who had transacted online, but no longer within the final 100 days. More than half of those e-receipt customers had no longer beforehand supplied Snipes their email.

“We’re going to now non-public customer profiles per those buying online and in-retailer. Other folks that part an email in-retailer inform stable digital intent, and we are succesful of then retarget them,” mentioned Flateman Posner. “To me, the emailed receipt is an choose-in level, and permission to leverage that info.”

Snipes plans to power customers to the app the utilization of raffles for shoe drops that customers can handiest be a part of by project of the app, as nicely as sending customers push notifications when definite objects plod on sale. Flateman Posner mentioned she is working in opposition to having customer cell phone numbers double as a loyalty amount.

Brands are researching suggestions to come to a decision up info from customers because the privacy panorama continues to alter and first-birthday party info turns into increasingly precious, mentioned Andrea Leigh, vp of strategy at Ideoclick. While that info can present brands an crucial insights into shopper habits, consultants dispute brands resolve on to look at out that they don’t infringe on customers’ privacy.

“[Gathering emails through e-receipts] has been spherical for years,” mentioned Tim Glomb, vp of protest and data at Cheetah Digital. “However it’s unhealthy to use them as an choose-in info level if there became no inform language at the side of marketing use within the settlement after they agreed to the e-receipt transaction. Admire any other digital transaction, there has to be sure language on how the patron’s info will be worn, at the side of elevated marketing uses.” (Snipes’ e-receipts contain a hyperlink to the emblem’s privacy policy.)

John Levine, president of CAUCE, a privacy advocacy team, recommends that brands use double choose-in when asking consumers to be a part of emails. “There need to be a take a look at box, no longer preselected, that folks are signing up for emails. That method you don’t annoy consumers who didn’t resolve on to listen to from you, and while the list would possibly be smaller, on the very least it’s stronger.”

Snipes isn’t the major firm to are attempting gathering info by accurate now asking customers for his or her email. Earlier this twelve months, plenty of brands space up sweepstakes and giveaways to come to a decision up emails from customers who bought their Covid-19 vaccination. In a June 2021 interview with Bloomberg, chief trace officer of Procter & Gamble Marc Pritchard mentioned that Pampers had began an app to come to a decision up info on fresh and intelligent for mother and father.

“Honest now, we’ve professional customers to attract in and name themselves on the level of sale,” mentioned Flateman Posner. “It’s indulge in a Worm to originate building out loyalty.”

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