N.dulge was the name of the Space NK rewards scheme.
For the unitiated Space NK is a retailer ( both off and online) who offer a carefully edited selection of high quality and original beauty products from innovators and specialists around the world. They are a favourite of mine even though there isn't one near me.
This morning I bought a Tom Ford fragrance ( now you know what I smell like) from their Harrogate store and was tempted to sign up for N.dulge ( love the name by the way). 1 point for every £ spent and the promise of special privileges like exclusive invitations, new product previews and birthday treats.
I signed up at the till, no forms to fill out, the sales advisor entering my details directly into the POS system. I got my temporary card number with the promise of a card in the post. This was at 11-45am
Now of course with most of the schemes I sign up for that would be it until my card arrived . But no. Look what arrived in my inbox at exactly 11-45am
In this world of 'real time' CRM, Space NK had continued the conversation with me straight away by sending me a welcome email immediately encouraging me to go to the N.dulge website to complete my registration. They got the essentials from me in the store without wasting too much of my time using the email to try and get more information from me. Hats off to the CRM / Membership team.
Of course it's not perfect. They had not used my name which would have been a nice touch, and the whole email is an image so actually I didn't see any of this until I unblocked content. My details page online didn't know that I was male, but I think it's a good start.
I'm looking forward to seeing what else I get my way an in particular if my offers and in particular my Birthday present is tailored to me being male.
By the way, the Tom Ford Grey Vetiver makes even me smell lovely