Break Down Your Barriers to Multichannel Success

8. Get accurate customer data. Van Sickle recommended retail personnel be responsible for the integration and accuracy of customer data taken at the cash register. Specifically, she suggested that retailers address privacy concerns by creating scripts for store clerks.

She also recommended that you engage retail staffers in the quest for customer data by offering them, say, $1 per customer name or e-mail address they capture. Track your capture rates either by store or sales clerk.