Should Stores Always Collect Customer Information?

    By Bethaney Wallace | Small Business

    These days, it seems that any shopping trip is met with pressure to sign up for a new account. Whether it be rewards, a credit card, or coupon lists, sales associates are trained to collect as much information as possible. For some this means deals on regular shopping tips. But for those who aren’t interested, or those three people back in a growing line, it’s just inconvenient.

    Should Stores Always Collect Customer Information? image check out line 003Should Stores Always Collect Customer Information?In fact, when waiting, fewer sales can take place and customers will become increasingly irritated. All for asking a few questions that may or may not be answered favorably.

    So why are companies still relentlessly asking for info?

    There is the mentality that everyone else is doing it, or that companies can continue to advertise even after the customer has left the store (without paying for ad space or time). But if customers aren’t even willing to sign up for rewards, how effective will repeat emails become?

    Breaking the Chain

    Before long, someone’s bound to figure out that customers aren’t exactly thrilled about these checkout grillings. Sure, sometimes rewards are nice, which is why we sign up for the ones we want. The rest, however, need to back off.

    I love Bath and Body Works, but sometimes I just want to pay and leave ASAP. The same goes for Charming Charlie’s. But instead I’m asked for a phone number, an email, and my mother’s maiden name and place of birth. Can’t we just say “No thank you” and pay for our goods?

    The increase in scrutiny has several shoppers opting for online sales – or heading to stores that have a less vigorous checkout ritual. And I am one of them.

    Now that practically every store has rewards, it’s simply too much to keep track of all of them. Instead, I sign up for the stores I use often, and ignore the ones I don’t. Or, even if they are a regular stop, I’m not willing to clear the extra space on my key ring. The sales associate annoyed me that day, or I’m just in a hurry to be on my way.

    Whatever the reason, it’s high time shoppers stop being put on the spot. Rather than offering rewards, give one by providing a speedier checkout lines. The efforts would be greatly appreciated.

    More Business articles from Business 2 Community:

    Subscribe to our mailing list
    * indicates required
    Small Business Services