Don’t forget your old pal Point of Sale!
The other day I went into one of my favourite bookstores and saw this on the counter.
I didn’t realise that Mary Ryan’s had an email list!
Now my book shopping habits are somewhat archaic. I’ve never visited the Mary Ryan’s website, Facebook page or purchased from their online shop; instead I prefer to wander aimlessly through the shelves until something catches my eye.
However when I saw that Mary Ryan’s has a VIP email list I signed up right away. Since then I’ve been up to date with all of their specials and even attended an in-store event that I otherwise would not have known about.
This reminded me of three very important points about the effectiveness of Point of Sale:
- Not every customer wants to interact with you online. While many customers will never make a purchase online or visit your website regularly; most customers are happy to receive an email update or something special like a VIP discount which can lead to some great results.
- Some people only ‘tune in’ at the register. As great as webforms and other online email capture techniques can be for many brands there will be a significant part of your demographic that will only take an ‘active’ interest in your brand at the register.
- Technology is great but personality is better. Mary Ryan’s didn’t sit an iPad on the counter for me to sign up on – even though that would be more efficient. Instead they had a very cute little vintage notepad and pen. This matches their brand and appeals to their audience.
Are you using point of sale to encourage people to subscribe to your email list? If so, take a photo and post it on our Facebook Page.