Retail events are best known for their ability to give consumers an opportunity to experience your brand firsthand. Teams spend countless hours planning the perfect signage, merchandising display, entertainment, and anything else that will elevate the guest experience.
The thing retail events are lesser known for? Collecting data.
Let’s do some math: if a retail brand has 100 stores and each store throws one event per month and collects 30 RSVPs per event, that’s 36,000 opportunities to collect new or existing customer data. By collecting data at every event touchpoint, retailers can learn more about their audience, and continue building meaningful engagement and relationships.
From RSVP forms, to on-site check-in, to post-event feedback, there are several opportunities for retailers to collect event data before, during, and after the big day. Here are the data points you should collect at each stage of your retail events, plus how to use it to maximize your event program.