Marketers are always searching for new reasons to reach out to customers - without annoying them, that is. One overlooked channel is online customer service at the point of sale. Sam Decker, chief marketing officer with Bazaarvoice makes the case for this in ExactTarget's newly-released Letters to the C-Suite Series: 10 Ideas to Turn Data into Results.

What if, instead of having to call for support, a customer could ask a product question directly online, as they shop, he speculates. "You have the chance to engage with customers when they ask questions, bring them right back to the product page, and help them make an informed purchase." From there, he says, a natural relationship can begin. "Once the customer buys, why stop at just informing them that their order has been placed? Why not invite the customer back to your site to answer some survey questions, or write a story about how they plan to use the new product they just bought? Get the customer engaged now and chances are, they’ll stay engaged."

This concept can also work if a customer has a problem with something he purchased on a site - and then complains about it online, Decker continues. "Respond to their review, offer to pay for the return, or suggest another product. This content lets the customer - and all other shoppers - know that you’re responsive and you care."

At least one store is incorporating the point of sale as a touch point. At some Abercrombie & Fitch stores the sales clerks are asking customers if they have checked out the site on Facebook, according to Fresh Networks.