Do you offer electronic receipts to your customers? Best brands who offer the eReceipt are maximizing the opportunity to turn every purchaser into a loyal customer. Apple was the first to provide eReceipts in 2005. Today, over fifty percent of Wal-Mart’s customers have smartphones and they are looking for a digital experience according to Mobile Commerce Daily. Paperless receipts can provide you with limitless marketing opportunities to turn every customer into a loyal fan of your brand.
Pros of eReceipts
By adding your customer’s email address to your database, you will have the opportun
Overall eReceipts are a small percentage of the receipts given out at stores, indicating room for growth of implementing this marketing opportunity. However the trend indicates young shoppers will be more likely to choose the eReceipt option. Also, eReceipts are more popular in metropolitan coastal areas and over time smaller cities and towns will be adopted. The most common types of business that offer eReceipts are rental car companies and hotels.
Cons of eReceipts
However, there are inherent burdens associated with electronic receipt marketing. Fifteen states and the District of Columbia have laws limiting the gathering of personal data when a consumer pays with credit card, states Pro Skauer. You should consider the laws in your state before offering your customer the electronic receipt option or you could face legal and financial penalties under state laws. For example, in the state of California a single violation can cost you from $250 to $1000. Imagine how quickly this liability could escalate, potentially leading to an incapacitating class action law suit.
It is imperative that you do not use eReceipts for intrusive marketing efforts. This ideology will backfire, especially if your customer has not been given the opportunity to opt in to receive eReceipts. Do not assume that if a customer opts in for an eReceipt they will want additional marketing emailed to them. By honoring your customer’s privacy and not blanketing them with email marketing, they will be more inclined to opt in to the eReceipt option in the future.
You are obligated to ensure your customer data is safe from hackers and avoid a data breach. Once data security is compromised, your customer will no longer trust your company. If you are not operating on an ironclad platform with your point of sale system, hackers can access email addresses to develop phishing attacks against your customers. This is a method which is used to disguise spam and trick people into responding. Your customers will be at risk as they will be much more likely to believe the fake email is genuine and they may give out additional private information to their detriment.
Implementation of Paper and eReceipt Options
Despite the possible downside of eReceipts, it appears they are now a permanent fixture in the retail landscape. While the market is not going to change all at once, some customers will prefer the convenience of an eReceipt. To avoid the pitfalls of blanket electronic marketing to all of your customers, set up a separate email account that you use only for eReceipts, says Katherine Hutt, Director of Communications and Media Relations for the Council of Better Business Bureaus, as reported by CNBC.
If your customer opts for a printed receipt, you will want to ensure the printer works every time. Shopify not only offers electronic receipt capability but also a thermal receipt printer which is easily integrated with your cash drawer so your entire POS system works together. All-in-one hardware makes order processing and returns more efficient than ever before, letting you place purchases and returns in minutes on your iPad and then print full receipts for your customers on the spot.
A customer can also use the store receipt with a QR code which can assist them to with registering for eReceipts if they wish to choose that option for their next purchase. The customer can also be prompted by the point of sale card scanner if they wish to receive an eReceipt and they can enter their email address or cell phone number.
If you have not offered electronic receipts in your business, look for a robust, adaptable, easy-to-integrate solution to provide a quantifiable return on your investment and allow real time transmission of receipts. By offering the alternative for paperless receipts, you can turn every purchaser into a loyal customer.