I was shopping in GAP the other day and whilst at the checkout my boyfriend was asked if he wanted to sign up to be a GAP VIP. The deal was you went onto their email list and within 24 hours you'd receive a 15% off voucher for GAP, plus regular email updates. They had a little pda thinger-majiger which the assistant typed the email address into and it seemed that only purchasers were being asked to sign up (I wasn't).Segmentation-wise this is great, you've got a list of bricks customers who've definitely purchased, plus the sign-up was quick and painless; they only took an email address. Unfortunately that means there's going to be no personalisation, plus the email never arrived even though the email address was definitely correct (and of course, junk mail folder was also checked). Another point to make is that the assistant should've just handed the pda over to the customer, as there's so much more risk of spelling mistakes if they do it. This is the second time I've seen this now, the first time was Bobbi Brown a couple of months ago. It's becoming more common: tying online and offline connections allows companies to be able to build a better profile of their customers and what actions they make in each of those environments.