If you’re looking for good news this week, we’ve got some. Those pesky pieces of paper which litter your wallet or purse could soon be replaced by emails; recent reports have suggested some big name retailers will soon be jumping on the email receipt bandwagon.
Apple have offered customers the option of going paperless with their receipts for some time. Instead, on confirmation of the purchase, the customer’s email address is taken and the receipt sent via that method instead. The result is a far cleaner checkout and a purchase record which is less likely to get lost in the wash.
It is also a solid marketing opportunity. Messages have long been added to the bottom or reverse of receipts, but they’re often disregarded. With email, a receipt can be presented in a far more attractive format and one which lends itself to additional content. Schemes such as this have already been widely tested and the results have been very promising; receipts and invoices are amongst the most likely emails to be opened, therefore represent a fantastic email marketing opportunity.
Supermarket giant Tesco now look set to follow Apple’s footsteps by entering the email receipt arena. With such a huge consumer base, if it proves to be successful, email receipts will be opened up to a much larger audience, and we’ll most likely see other big name brands follow suit as a result. Accessorize, Monsoon and French Connection are known to have trialled similar schemes.
Tesco is yet to officially announce the move, but former boss Lord MacLaurin offered the biggest hint yet that email receipts are on the way in a recent interview with mirror.co.uk; “We started it [thinking of email receipts] two years ago and it is accelerating away. We’ve had successful trials and the future is very rosy. It’s very exciting.”
Image courtesy of patpitchaya / freedigitalphotos.net