The Important Role Of E-Receipts In Multi-Channel Customer Engagement And Revenue
Email receipts are the easiest way into a customer’s inbox, yet they are the most underutilised form of marketing for loyalty and promotions, not to mention the entry vehicle for a continuous shopping experience across instore and online retail channels.
Despite a few concerns that e-Receipts open the door to more email spamming, the truth is, well over half of consumers today want an electronic proof of purchase and find paper receipts an inconvenience. The missed revenue opportunity of e-Receipts for instore retailers is a quick and lucrative win for many.
A digital copy, delivered straight to the inbox, is environmentally friendly, easy to find and perfect for a subtle call to action such as an exclusive “thank you” promotion, URL to your ecommerce website, support site, social media “Likes”, special event – and as many other things as you can think of that lie in your EPoS or retail management system.
E-Receipts enable physical retailers to bridge their online stores immediately after the sale and facilitate a continual flow of cross-channel engagement. The new millennial shopper’s best friend, the smart phone, is the muscle between the digital and physical retail worlds and e-Receipts are the entry to immediate smart communication and continuation of the customer engagement process.
For online retailers, email receipts are a necessity but they should also be used for marketing, loyalty, promotions and cross-channel fertilisation. E-receipts enable instore retailers to capture compliant email marketing data like their online rivals and start a conversation.
Could e-Receipts be the future of retail email marketing and the starting point of new customer engagement for bricks and mortar shops?
Providing the data is collected compliantly with customer opt out facilities and securely stored to meet data protection legislation, it provides the best opportunity to date for physical retailers to keep in contact with customers and start the relationship and engagement process.
With e-Receipts high on the wish list of many shoppers, why wouldn’t a retailer offer the facility? Surely it’s a win-win for both.
For information on RetailStore’s e-Receipts please call 0151 545 2052 or emai
Rachel is passionate about retail and the ever-changing retail technology environment, with a keen eye for upcoming retail trends that are set to shake up the sector.
