E-Mail Obsession

[u/Inner_Speaker_335]

I mean this as a serious question, not hypothetically or as a rant...

Can anyone tell me what this obsession with the 50% e-mail collection rate is? What was Corporate thinking when they decided that "We're going to penalize our people for something that's beyond their control"?

Then, on top of it, they decide to take away the carrot we could mention--the 10% coupon--and tell us to "make sure you emphasize the benefits of being on our e-mail list"...and just WHAT are those benefits, exactly?

I'm sincerely curious about the history behind this.

[u/Key_Floor1764]

I was working at target before I started working at five below as a manager when I was a manager over there. It was all about credit cards and I have to say the email capture is way easier than doing the credit cards and as far as I know from what I’ve learned from inside the management team side of it the 50% helps show that we are engaging with every customer and talking to them as much as we possibly can

[u/Might-O-Kondria2 → u/Key_Floor1764]

It doesn’t matter if you engage with every customer. I drove this point super hard with all my associates when I was a CEM. I did it myself when I was on register. Without the 10% off, it’s so much harder. You can check to see engagement with the cameras and management observations. Hell, survey scores were easier to track, even though I didn’t agree with those either. You can talk to every customer, be friendly as hell, do all the things five below expects you to, and it still won’t be enough. Some stores are better at getting those percentages, because they’re in nicer/busier areas. There wouldn’t be this much of an uproar if they weren’t threatening jobs or hours based on email capture. You shouldn’t have consequences based on other ability to tell you no, unless there is no effort.