Small businesses need to digitally engage their customers -- and the first step is using real-world interactions to capture shoppers' digital contact details, writes David Daniels. Ask your regular customers for their e-mail address, and in no time you'll have a useful customer database to fuel your digital outreach. "E-mail is the perfect cost-effective tool to advance the digital future goals for any merchant -- local shop, big-box retailer or international brand," Daniels writes.

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