Consumers are promised a paperless world for years and still thankfully accept paper receipts at checkout — stuffing them in a bag or pocket where they inevitably get damaged or lost. Yet digital, receipts that are emailed offer not only a better way for customers to handle their history, but also a singular opinion for retailers of what.
It is something Apple has been doing for a while but the news last week that Argos has been the first national high street retailer to rollout emailed receipts across its 700-plus store portfolio in partnership with eReceipts is yet another step forward by the merchant to better understand and take advantage of a single customer view of their instore and online stations.
The eReceipts platform Argos has chosen enables retailers to gather penetration via dashboards that could provide views to be able to track baskets sizes, sales or adoption of receipts that are emailed.
Client insight
EReceipts also allows retailers to obtain customer insight via segmentation, which may be used for range and category testimonials together with promotions and pricing optimisation across all channels.
With the open rate of 70 percent, the station can also be a method of communicating than through CRM channels which means for linking in messages the opportunities also are huge.
The prices are between 65 and 70%. “There is another marketing channel that has that type of engagement,” points outside eReceipts sales and marketing director Edward Drax.
For customers also, communication gets more relevant and targeted since retailers can communicate useful content like how as well as more personalised messaging to instruction manuals and videos, recipes for instance, rather than value ‘spray and pray’ promotional activity.
Personalisation is arriving
Personalised messaging will be added within weeks even though the focus at Argos has been on getting staff involvement around the new process and rolling out the stage.
Marketing manager at Argos, Stephen Vowles, said that the emailed receipts solution, that was trialled prior to a rollout in October, had been well received by employees and clients.
“Clients love it because they feel confident they have a record of purchases without cluttering up their pockets and colleagues appreciate the advantages that enable them to supply and much more convenient service to customers,” he said.
Of course eReceipts will claim potency of its solution but individual research backs up it too. Experian asserts that by using receipts that are emailed as a communications channel can generate earnings that’s up to six times greater than that which can be accomplished using conventional CRM methods.
The benefits they can provide a merchant are huge and can not be discounted although as Drax himself points out electronic receipts are easy to overlook in their simplicity that is apparent.
