Page 12 - Migrating AE to Reitmans

Next steps – Building our e-mail database

During the transition periods, Reitmans and Penningtons will leverage the existing Addition Elle CRM database to send offers by mail and by e-mail to these
customers.

However, the Addition Elle database cannot be integrated into the Reitmans database and many of the Addition Elle customers do not have an e-mail address
in their record. In order to be able to communicate with this customer in the future, we want her to join Reitmans e-mail database – what a great
opportunity to drive your e-mail capture rate! How?

See/Ask/Tell

SEE
See if the customer is redeeming one of the Addition Elle coupons or birthday offers

ASK
Ask the customer if she has shopped in one of our sister brands.
Ask her if she would like an e-receipt

TELL
Tell her about the 20% off offer when they first sign-up with us. Remember to also mention R Cash and our monthly contest with a chance to win a Reitmans
gift card to entice her to provide us with her e-mail address so she can keep on receiving deals from Reitmans

It will be more important than ever to start each transaction by asking for the customer’s e-mail address!