For the retail industry, customer emails are currency.

Get that address, and a company can personalize customers’ future experiences, targeting them for discounts and promotions that could make them more likely to become repeat customers.

The responsibility to capture those emails often falls to the sales associates working the floor. In fact, collecting emails and signing customers up for loyalty programs is a big part of those jobs now, said Jill Dvorak, a senior director of digital retail for the National Retail Foundation.

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