How Little Words Project Boosted In-Store Email Capture by 95% with Shopify POS

Background

Little Words Project began when founder Adriana Carrig, moved by her own experience as a target of bullying, started making beaded bracelets engraved with affirming words for friends in her college sorority. Within a few years, a passion project turned into a full-fledged brand. Today, Little Words Project has sold millions of bracelets online and opened 14 brick-and-mortar shops across the United States.

The Challenge

As a digital-native brand, Little Words Project captured customer emails easily online, but in-store checkout felt like a blind spot. Asking for email addresses at busy beading tables added friction and stole focus from the hands-on experience. Without consistent email capture, the team lacked visibility into retail buyers, limiting repeat marketing and loyalty program growth. Beadtenders needed a solution that would work fast, hands-free, and without disrupting conversations.

The Solution

Little Words Project turned on Shopify POS’s email capture at checkout, integrated with Shop Pay. When a known Shop Pay customer taps to pay, their email is shown automatically. New customers can tap to receive a digital receipt and opt in to marketing with one screen. The feature runs on Shopify’s card reader and syncs each email into the brand’s dashboard and Endear CRM. Staff no longer have to separate from craft sessions to type in contact details.

Results

Since launching email capture at checkout, Little Words Project has seen its in-store email collection rate rise by more than 20% on average and hit as high as 95% in some shops. Overall, the percentage of POS orders with a customer email added jumped 21%, and those with both email and marketing opt-in climbed 33%. The brand now feeds fresh retail email data into targeted campaigns, powers a frictionless loyalty sign-up, and runs store events based on nearby customers’ purchase history. Beadtenders can stay in the moment, craft bracelets, and help customers without distraction.

Future Plans

With data flowing smoothly from shop to inbox, Little Words Project will continue to expand its footprint, host community events, and refine its omnichannel marketing. The team plans to use geographic data to invite neighbors to exclusive beading experiences and loyalty gatherings, further building brand affinity and driving repeat visits both online and offline.