Holiday shopping will bring many first-time customers to your business. So how do you capture data about these shoppers without annoying them? During a busy time, it can seem cumbersome to hold customers at the counter for even an extra moment, but knowing your customers better will help you serve them better all year long.

Keep it simple. Developing a rich customer database and individual profiles takes time. Transactional data will build with time, so focus on procuring email addresses and phone numbers for first-time customers. Loyalty programs are common-place which means customers are enrolled in many programs and don’t carry loyalty cards. It is helpful to have phone numbers tied to accounts so that you can easily pull a customer’s data on a return visit. Email addresses are, of course, an easy way for you to stay in touch after they’ve left your store. The most common mistake merchants make is trying to collect too much data at once.

Be prepared. Utilize a terminal pos solution that works with other systems at checkout so that it’s easy to collect data without switching screens or logging in to another database. Or utilize a tablet based solution with apps that can collect the data easily and seamlessly.

Make it attractive. The key to getting people to opt-in with their personal information is to offer a benefit for doing so. Discounts and bonus gifts are a great incentive for most shoppers. Whether the discount is one-time or repeating is up to you.

Make it fun. People love to win and they love to compete. Offer a drawing for special gifts, or create a competition like submitting a name for a new cocktail or guessing how many pennies are in your change jar at the counter. The prize doesn’t have to be extravagant, but it should be something that is unique to your shop – a free makeup party for a cosmetics store or group wine tasting for a liquor store. Smaller items work as well if you choose to make the promotion daily. And always follow up with customers that entered with an email thanking them for coming in to your store and announcing winners.

Be transparent. Let customers know how you will be using the information you collect. Be sure to answer these questions when you request information: How often will you be contacting them? Will they receive an ongoing benefit? Will you be sharing their information with other businesses?

Have a plan. Data is only useful if you have a plan to use it strategically. Set up your terminal pos system to send a thank you to customers within 48 hours of visiting your shop and share a special offer with them in the next 30 days. It’s easy to stay on top of this type of marketing and build relationships if you use a product like EdgeInsights which will help you keep data organized, automate marketing messages based on customer segments and tell you if first-time customers are returning. Contact the SilverEdge team to learn more.