Tips for Managing Attribution in an Omnichannel World, Part 2
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Chris Matz
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An example of a really innovative approach to gathering customer information at the point of purchase is Wal-Mart's recent initiative around electronic receipts. Customers can opt in for emailed receipts at the register by scanning a QR code on the printed receipt and entering their email address. This signs the customer up to receive electronic receipts going forward, while allowing Wal-Mart to tie transactions to the customer record. This is a great example of a value exchange that doesn't involve an offer or price reduction, and makes it easy for the customer to provide valuable information.
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Chris Matz
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