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

"This just shows you that mobile is a viable option," said Koven.

A popular strategy for growing a database is by offering special offers, coupons or rebates to consumers. Koven cautioned against this approach, however. "You don't want to have to buy your customer's loyalty, or have to offer coupons at every touchpoint," he said. "It can erode your business."