Recently I decided to purchase running shoes, so I went to my neighborhood Big-5 (Big-5 is a sporting goods store located in the Western US) and bought shoes. During the transaction the sales person on the floor also managed to obtain my email address.

The conversation went like this:

Salesperson: Here is the size 11 you had asked for.
Me: Thanks.
Salesperson: Do you use email?
Me: Yes.
Salesperson: Would you like to sign-up for our email program and get 10% off?
Me: Sure.
He hands me a pen and a sign-up form and continues talking.
Salesperson: Email is great because we save money by sending less mailers and we can pass those savings onto our customers. You will receive your welcome email and 10% off coupon in about 24 hours.
Me: Great.

I scribbled my email address on the form and handed it back to the salesperson.

Here is a look at the three inch by two inch sign-up form.

Big-5 did a great job.

• The sales person asked the right questions and provided just enough information to seal the deal.

• He was not overbearing or annoying.

• He had the form and a working pen at the ready.

• He verified the email address once I gave it to him.

• The form was clear and easy to understand.

• If I did not provide an email address in the store but kept the form, I could always sign-up at a later date online.

Well done!

Here is the welcome I received as promised in about 24 hours.  The subject line, which has the potential for improvement, was Subscription Notification.


Do you have any POS (Point of Sale) real-life stories? Please share them with us!

Tags: Big-5, Big-5 welcome email, email capture, email POS acquisition, instore email signup, point of sale, POS email capture, subscribe at store

Trackback URI | Comments RSS