Most people are heavily entrenched in the digital world. After all, just about everything, from banking to ordering dinner, can be done online. In 2005, Apple was one of the first companies to offer their customers e-receipts, or sales tickets sent directly to an inbox. This kicked off a trend, and now many companies offer the service as an alternate, or sole, method of delivery. However, all signs indicate the POS receipt printer still reigns as king in the retail industry.
Customer Connection
Studies show that the decision to make a purchase is largely an emotional one. Among the most important feelings to stir is “likability,” and it’s been proven to grow sales. As a specialist in marketing and consumer behavior as well as a Harvard Business School professor, John Deighton recently said in an interview, “The act of handing over a receipt and announcing the savings on each purchase also gives the company a chance to make a personal connection with customers.” These little interactions are opportunities for an employee to strengthen the bond between the brand and the consumer. It’s not just about giving someone a slip of paper. Psychologically, there’s a lot more going on. When it’s handled with proper customer service, there’s eye contact, body language and words, all which come together to create a company image. With each instance, no matter how brief, the employee is generating some type of emotional response within the customer. When it’s a positive one, this makes the brand, itself, more likable, increases loyalty, and thereby increases sales. The added measure of a “Thank you” or noting how much someone has saved as the slip is passed, enhances the overall connection between the customer and the company. It’s not only added value, it’s human interaction, and that’s something a digital receipt will never provide.
Paper is Preferred
Because they’ve grown up in the digital world, much of the younger generation won’t bat an eye at the concept of receiving an e-receipt. However, a CNBC report points out, “…many older people still want to walk out of the store with a paper receipt.” There’s an expectation that they will receive immediate proof of purchase. It’s also been noted that those in the highest three age brackets (ages 45 and up) of an AdAge survey account from more than half of the overall shoppers in big-box stores like Kohl’s, Wal-Mart and K-Mart. In situations where middle-age and older shoppers make up such a large percentage of sales, the POS receipt printer is imperative. To many, it’s a sign of honesty. It’s instant proof that each item was charged properly and that any discounts were applied correctly. Moreover, when a retailer’s client-base contains those of retirement age who are likely on a fixed budget, there’s a high probability the customer is going to examine the receipt closely for verification of charges. In these cases, it simply helps them feel more at ease being able to see where every penny goes.
Paper is Green (and so is money)
CVS Caremark became an overnight sensation with their lengthy slips. Across all venues of social media, customers were posing with their receipts to show how long theirs was. These images appeared on Twitter, Facebook, Instagram and more. There were parody accounts, protest accounts and even comedians doing skits about them. A representative of CVS responded and pointed out “Printing our coupons and rewards on the register receipts uses less paper than printing coupons on additional paper or that would be required if we sent direct mail offers to our members.” This is an excellent point, as their method only delivered to those who were most likely to redeem the coupons, and they used less paper with the POS receipt printer than they would have with flyers, brochures or stuffed envelopes. These extensive slips, some of which measured as much as several feet in length, were also a valuable marketing tool as well. Naturally, they contained coupons, designed to bring the customer back, yet the viral stir they caused also generated a lot of word of mouth about the company. This added up to greater sales. It’s worth noting that the company offered e-delivery of the coupons, but many people preferred the paper printouts. Whether the preference was the result of the ease of use or the fun of posing with the slips, has yet to be determined.
Although e-receipts have a place with certain retailers and consumers, Shopify took great care to ensure they also provided a POS receipt printer when they created their suite of tools. Receipts of some type have always been an important part of the customer experience, and some people simply prefer to have a hard copy in their hands immediately. Aside from personal preference, there are marketing applications and reductions in the overall use of paper that a business benefits from. However, it seems the psychological response that occurs when a slip is handed over, that strengthens bonds and improves customer experience, is what keeps the POS printed receipt on the list of business essentials more than anything else.
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