How to collect customer data in stores (+concrete case)

In a world where digital seems to have taken over, the physical store maintains a central place in the customer journey. But for marketing departments, a major challenge remains: How to collect customer data at the point of sale?

Email, phone number, postal code, interests, purchase history... all strategic information to personalize the experience, activate effective campaigns and boost conversion. However, few points of sale have effective, systematic and GDPR-compliant methods to capture this precious data.

In this article, we explore best practices, tools, and mechanisms for collecting customer data in-store, while complying with regulations and providing value to the visitor.

Why collecting in-store customer data has become essential

The Challenge: To Know Better to Better Engage

Customer data allows you to:

• Segmenting customers and send targeted messages.
• Personalize the customer experience, both online and in store.
• Measuring the effectiveness of a marketing operation.
• Optimizing the customer journey and make the relationship more fluid.
• Create an ongoing relationship Between two physical visits.

An Opportunity That Is Still Under-Exploited

Despite heavy traffic, many stores do not capitalize on the presence of their customers. Interactive terminals, cash registers, cash registers or QR codes are all possible points of contact, which are often unexploited. In 2025, not collecting data at the point of sale means leaving opportunities on the table.

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Customer case — +8,200 new qualified contacts at the Saint Martial Center based in Limoges

➡️ Read the full customer case

The most effective ways to collect in-store data

1. Digital contests in stores

They are great at tricking customers into leaving their contact details. The principle is simple: via a terminal or a QR code, the customer can participate in a draw or an instant winning game, by entering their information.

Keys to success:

• Thematize the operation (Christmas, sales, back to school...)
• Offer attractive but targeted lots (voucher, gift in connection with the brand)
• Optimize the mobile and tablet interface
• Collect only useful data (RGPD required)

2. Captive Wi-Fi

Offering free Wi-Fi access in exchange for a registration form is always an effective classic. It allows you to collect email, geolocation, duration of visit, device used...

Best practices:

• View the T&Cs and the data protection policy
• Offer a smooth experience (1 click if possible)
• Create segments based on behaviors (recurring visitors, new visitors...)

3. The Connected Service Station

Services like Smartphone charging, smart lockers or click & collect can become Powerful Data Collection Tools, if they are well designed.

“We collect 40+ options per day with Plug'Heur” - Géraldine Parthonnaud-Delage, Deputy Director Saint Martial Limoges

With clear interfaces, an explicit opt-in and added value for the user, these services provide both utility and data.

4. QR codes on the shelf or in the window

Inexpensive and adaptable, QR codes can redirect to:

• A competition landing page
• A newsletter with a discount voucher
• A complete product sheet

Ideal for retail outlets with few staff, or to extend the experience outside of business hours.

5. The in-store team, a key relay

Salespeople, animators and hosts can play a decisive role: offer registration for the loyalty program, refer to a QR code game, explain how a service terminal works...

Tips:

• Train the Team with Collection Goals
• Offer internal incentives (competitions, bonuses)
• Provide simple arguments

When and where to collect data? The Best Moments in the Customer Journey

Entering the store

• Captive Wi-Fi
• QR code window
• Welcome with tablet

During the shopping experience

• Service stations (charging, info, click & collect)
• Shelf Sellers
• Instant promo codes versus opt-ins

During an operation or an event

• Competitions
• Commercial animation
• Flash Sale for Subscribers Only

At the cash register

• Request for an opinion with a QR code form
• Post-purchase survey with voucher
• Tablet cashing

GDPR compliance: how to collect without risking a penalty

In-store data collection is subject to the same rules as online. Here are the points to watch out for:

• Explicit consent : always offer a check box for commercial communications.
• Clear information : indicate what the data is used for, how long it is stored and how to delete it.
• Ease of Withdrawal : each message sent should allow you to unsubscribe easily.

Using a compliant tool (CRM type or marketing platform like Brevo) guarantees a secure technical framework.

How to automate and use the collected data?

Once the data is collected, it is still necessary to transform it into value.

Connecting Collection to a Marketing Tool Allows you to:

• Automatically add contacts to the CRM.
• Segment by point of sale, channel, typology.
• Send targeted campaigns: birthday, reactivation, special offers.
• Track transformation and engagement rates.

Best practices :

• Send a first message within 24 hours after collection.
• Automatic test workflows (welcome, abandon, recommendations).
• Measure performance by source collection.

Checklist: The keys to effective store data collection

• ✅ Define the key data to be collected according to your objectives
• ✅ Multiply smart touchpoints (terminal, QR, QR, Wi-Fi, cash register, seller)
• ✅ Offer a consideration that is perceived as useful (lot, discount, practical service)
• ✅ Work on the wording: short, engaging, reassuring
• ✅ Set up automation upon registration (welcome email, segment)
• ✅ Track performance (opt-in rate, activation rate)
• ✅ Scrupulously comply with RGPD obligations

Conclusion

La In-store customer data collection Is a gold mine that is still too underexploited. It makes it possible to build a stronger, personalized and effective customer relationship over time. By combining the right tools, the right timing, and a user-centric approach, retail outlets can turn every visit into a marketing opportunity.

In 2025, shopping centers and retailers that master physical data will be one step ahead.

Do you want to take action? Plug'Heur supports shopping centers with integrated, plug and play and RGPD-friendly collection solutions.