Why is Asking Your Customers for Their Email Address So Hard?

“gray and blue Open signage” by Mike Petrucci on Unsplash

In the world of online retail, it is impossible to make a purchase without first surrendering an email address. That email address is then used to confirm the order, supply a receipt (proof of purchase), communicate dispatch and delivery details, and market similar products.

So why do so many brick-and-mortar retailers let customers walk into their stores…