Gathering data at the point of sale is difficult and you can end up with incomplete records if the consumer doesn’t want to share information.  

Denise Hopkins, the vice president of marketing and product development for Experian Marketing Services suggests the only way around this problem is to equip your retail salesperson with answers to common questions.

For example, you want the shopper’s phone number or Zip code.  Many people will not give up this information unless they know what it will be used for.

The apparent reason is the company needs the data to send out more targeted offers for products and sales.  If you salesperson does not know this and gives a wrong or incomplete response, this can fuel distrust.  

Another idea is to offer an incentive for providing information.  A coupon redeemable on the next purchase is a great idea and will allow the shopper to quickly reap the benefits of participating.  

The goal is to make a persuasive case by showing the value to the person, this will lead to a stronger customer relationship – and better ROI.

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