Paper receipts are fast becoming a thing of the past
Jewellers should switch to e-receipts
8.5 k views | Posted July 26, 2011 |
By Aaron Weinman
Jewellery retailers are being urged to to connect with customers in the online arena by submitting customer receipts via email, according to a new study.
The study, entitled ‘Specialty Retailers Need to Tap the Power of Email Communications’ reveals an emerging trend where paperless receipts are said to be the “wave of the future”.
Pam Danziger, president of Unity Marketing, which conducted the survey said several big businesses in the United States such as Gap and Target are adhering to the trend of paperless receipts.
“The benefits are many, for both retailers and their customers. Retailers claim paperless receipts will translate into quicker checkout lines and less strain on the environment,” Danziger said.
Retailers stand to gain from emailing customers their receipts because they can collate an online database of their customers’ email addresses to connect with customers online.
Studies conducted by Unity Marketing concluded that making better use of emails should be a priority for specialty retailers. “Collect customer emails to start a powerful program that gives your customers news they can use,” Danziger said.
According to Danziger, retailers can collect emails by having a sign-in book at their check out counters and training their sales staff to ask customers if they want to register to receive updates from the store.
“Encourage customers to sign up to keep current about new products, upcoming events, sales and other news. Also make sure there is a visible link on your website for online visitors to register their emails for updates,” Danziger concluded.
Danziger said this form of marketing is integral particularly for the jewellery industry. “Jewellery customers are shopping in new ways and jewellers need to think about marketing more and connecting with customers. Internet and email are one way to do that – put marketing front and center.”
According to Danziger’s research, 75 per cent of specialty retailers realise the significance behind email programs. Despite the warm reception from retailers, “only 46 per cent reported that they used email to send out notices,” – mainly due to insufficient databases.
The skeptical retailers biggest concerns revolve around the issues of privacy and intrusiveness. “Get over that. Your customers have gone out of their way to connect with you in the real world and are eager to hear more from you,” Danziger said.
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