Received an email from knitwear cataloguer Brora that I loved: "We noticed you haven't bought from us yet..." read the subject line. The message itself was also straightforward: "We are really proud of this season's collection yet we don't seem to have tempted you to buy from us. Tell us why and we will send you a personalised discount code giving you 15% off your next order."
Embedded was a link to a page asking why Ihaven't purchased, with several replies to choose from, including "I couldn't find anything I liked in the latest collection", "Remind me who you are?", "I didn't enjoy my last experience", and the box I ticked off, "I am saving my pennies right now". There was also space left to add a comment.
I entered my response and within seconds received an email from Brora with my discount code.
What's so great about this effort: 1) It shows that Brora cares about my opinion and my custom; 2) It enables Brora to gather critical customer info very inexpensively; 3) It creates an additional point of contact with the customer; 4) It's so simple, for company and customer alike.
And yes, when I get home tonight I will revisit the Brora website, discount code at hand.--SC