I was in a bit of a hurry to pay and exit World Market yesterday after getting a great deal on some pillows ($5.99 each!), but before I paid, the cashier wanted a valid email address, and although I had given him mine, the computer system repeatedly said it was invalid. Obviously it was due to a glitch, but it was clear that more than ever before, retailers are interested in staying in touch with you electronically.
Yes, retailers have got your number -- but they don't want to call you. Instead, they're emailing and texting deals, coupons, and sale alerts to catch you when you're out and about. Gone are the days when you had to pore over the Sunday circulars to find bargains. Now, you simply have to power on your phone.
Although mobile phones haven't become a "Big Brother" situation just yet, in some cases, retailers can track what you buy from your phone, and even which stores you enter at any given time. For instance, the Shopkick app automatically registers when you walk into a participating store such as Target, and sends you deals tailored not just to the store, but to the actual department you're visiting.
In addition, retailers have gotten into the habit of asking for your email address or phone number when you visit their store so they can email and text deals your way. Research shows that more consumers are using mobile coupons and apps this year, up over 100% from 2011, according to Valassis Communications' "RedPlum Purse String Study," published in Sept. 2012.
That knowledge led me to make an important decision as I stood frustrated while my cashier couldn't get his cash register to acknowledge my email address -- I could either just tell him to override it, or I could wait until he got the system to accept my contact information. And the reality was that I wanted those mobile coupons. The payoff? The store sent me a 25% off coupon just for joining, making the experience completely worth it.
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