One of the main reasons I fell in love with the email industry (after a 4 year stint in direct mail) was the fact it was cost-effective for clients AND environmentally friendly for the world. I think all that wasted junk mail had me feeling a little guilty about all the trees used to create millions and millions of printed marketing pieces. I’m even more thrilled to see that retailers are now using an email option for receipts. While this article addresses the controversial capture of email addresses, in my opinion, it’s a GENIUS opt-in method build your in-house email list!!
Once you’ve captured that address, think of the possibilities to append relevant consumer data to cross-sell, up-sell and communicate more with buying customers. Let’s not forget the benefits to consumers as well, who then will receive much more relevant marketing messages. AND, no more paper receipts to file and/or lose since they are all saved in a folder on your home PC. Not to mention, this can also make the return process more streamlined adding to an overall enhanced shopping experience. Shoppers rejoice!
Source: Cincinnati Enquirer, www.wusa9.com (read full article here)
You’ve heard it a million times at the checkout counter: “Receipt with you, or in the bag?”
Now, you might hear a third option: your email inbox.
An increasing number of retailers are offering to send receipts by email, touting it as a convenient, environmentally friendly alternative to paper receipts. Gone, they say, are the days of digging through your purse looking for that crumpled slip of paper.
Retailers including Nordstrom and Gap began offering paperless receipts in the past few months, and Indianapolis-based Finish Line and Fort Wayne-based Vera Bradley are testing the option or plan to begin testing it.
It also has been embraced by smaller businesses, including crepe shop Three Days in Paris at the City Market.
“It does a lot of different things,” said Nordstrom spokesman Colin Johnson. “If they (customers) prefer to save paper, they can get it electronically. If they want to save some time, it can do that.”
But while some praise the policy for its added convenience, others view it as a ploy to gain access to a customer’s email account.
“It’s a subtle way of saying, ‘How can I invade your personal life but not offend you.
Image Source: Stuart Miles
