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BizReport : Ecommerce : November 16, 2015

E-receipts under-used as additional marketing vehicle

Marketers are missing a valuable opportunity to present consumers with additional marketing messages while linking offline and online shopping experiences, according to research carried out for Bronto Software which reveals that almost half of consumers in the UK would like to receive e-receipts.

by Helen Leggatt

Is there an additional channel via which marketers can notify consumers about upcoming sales, product promotions or loyalty programs? Yes, found Bronto Software in its latest research, conducted by YouGov, via e-receipts

Forty-five percent of consumers surveyed said they would like to receive digital copies of receipts when making an in-store purchase, yet only a third said they had ever been presented with the opportunity. While many of us might shun the printed version, many more would be open to having a paperless version sent direct to our mobile device or laptop.

What's more - two-thirds (64%) of those surveyed said they would be open to receiving additional marketing messages via those digital receipts - rising to 73% among those age 18-24. Forty percent said they would like to be informed of upcoming sales, 34% about product promotions and 31% about loyalty programs.

According to Georges Berzgal, digital receipts offer retailers another way in which to connect offline and online shopping experiences.

"The commerce landscape is evolving quickly and retailers are under increasing pressure to adapt to shifting patterns in consumer behavior," says Berzgal. "Customers have come to expect a seamless omnichannel shopping experience, and our research highlights the value of e-receipts to help deliver this. Digital receipts are convenient, and therefore popular amongst consumers, and they offer retailers an enormous opportunity to deliver valuable promotional content to customers."

Image via Shutterstock

Tags: digital receipts, instore, omnichannel marketing

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