retail news in context, analysis with attitude

Publix Super Markets reportedly is beginning to advertise its online shopping efforts in a number of online venues, using portals such as AOL and Yahoo! as well as sites such as Epicurious.com to generate traffic for its site.

The goal, according to published reports, is to generate more traffic at its brick-and-mortar stores as well through effective targeting of email messages.
KC's View:
One report we read on this noted that Publix does not currently collect email addresses of its brick-and-mortar customers…which, if true, we simply don’t understand.

That seems to us to be the lowest fruit on the tree for any retailer…that asking shoppers for their email addresses is easy to do, and that responding to those who give out their email addresses is a simple and effective way to communicate with shoppers.

Our question is, why doesn’t every retailer collect email addresses for its shoppers?