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Launch · 5 min read

Identity capture at the counter

The single behavior that determines whether your program works: cashiers asking for phone numbers. Everything else is downstream of this one ritual.

Why phone beats email

In the GCC, phone numbers are universal. Email is not. Phone ties cleanly to WhatsApp, SMS, and WhatsApp-Business. A captured phone number is worth roughly 3x an email address in downstream engagement.

The ask, word for word

'Phone number for the rewards?', nine syllables. Said at payment, before the card tap. It works because it is pre-assumed, not pitched. Do not say 'would you like to…'. Do not explain the program.

Measuring it

Habitu shows capture rate per cashier per shift in the Performance tab. Shift leads review it weekly. Outlier cashiers either get coaching or move off the counter. No exceptions, a 20% cashier is poisoning the top of the funnel for the entire program.

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