From the NRF BIG Show: How Steve Madden Leveraged Mobile to Build its Brand

Leveraging Point of Sale
Customers purchasing from you are already a fan of your brand. They're more likely to opt in to your mobile efforts. When customers check out at a Steve Madden store, they're asked to opt in to the company's mobile campaign, where they'll receive exclusive offers and a chance to win a $100 gift card. The process is easy. All the customer has to provide is basic information such as name, birthday, gender and, most importantly, "what information you'd like to receive from us?"