It's never a good thing to be reminded by a piece of paper about an email list you wanted to sign up for.
At some point this summer, I went to Kohl's and upon checkout, there was a pad of marketing leaflets emblazoned with 'Give us your e-mail address and get $5 off' which you can see below in all of its crinkled and scanned in glory. Intrigued as to how to process works as I am a man of the email people, I acquiesced and signed up...literally.
Note 1: When you ask someone to physically write down information, there is a greater chance of data loss because of handwriting. Always get someone to type into something if possible.
So I'm cleaning up some papers off the desk yesterday and I came across this sheet. I never have got an email from Kohl's. I made it a point to write pretty cleanly, so I know that's not the reason. What happened?
Note 2: When it comes to transferring information from paper to 'puter, assume the worst.
Here's the potential assumed process. I write it down and hand it to the clerk. She takes it and puts it in her drawer and then gives to a manager. The manager either enters in herself or mails to corporate. Depending on what other crisis is happening in the retail world that day, I'm guessing this doesn't move to the top of the list. Upon mailing, how is it confirmed that it gets there? What's the process on their end?
Note 3: Minimize the issues and make it simple.
Kohl's is a major brand and had revenues of $16.4 billion in 2009. Yet, they trust their email marketing efforts to an antique system that is wrought with potential errors. My suggestion: have some sort of system like a normal keyboard that allows a customer to quickly enter in information at the point of sale, kinda like how Redbox does it with a touchscreen. I get an automated email on the spot when I do any transaction and boom - I'm done. It should be that simple, but apparently they don't put as much stock into email collection as they should.
A pad of paper? In this era? C'mon. Should I wear Zubaz pants and start listening to Thriller again?
