Rogue Receipts
It seems retailers have decided that cash-register receipts are pretty darn hot as media, report Ilan Brat and Ann Zimmerman in the Wall Street Journal (9/2/09). As a result, even the smallest purchase can result in a receipt a foot long, full of coupons and other stuff. You'll notice this at Duane Read stores, where purchasing a pack of gum comes with twelve-inches of proof, and RadioShack, where "single-item buys" yield "19 inches of paper." If you buy just one thing at Kmart, you will likely get a receipt that's about two-and-a-half feet long. Granted, some shoppers appreciate the coupons, but others are just annoyed.
"You feel like you have a very special document in your pocket, when in fact you bought a Sprite at Best Buy," says Jack Britton, who now refuses receipts. But retailers see it differently. Home Depot uses receipts to advertise shopper surveys, and it's very effective. "Prior to 2003, we used customer-comment cards in store, and they got nowhere near the level of response," a spokesman says. NCR, the cash-register maker, also says that redemption rates for receipt coupons "can run as high as three percent, about triple the rate" for direct-mail or circular coupons.
Kroger uses the tapes to inform shoppers how much money they've saved, item, by item, with totals both for each trip and the year to date. Another two inches is devoted to notifying "shoppers if an item they'd previously purchased had been recalled." However, some retailers, like Walmart, are taking steps toward receipt reduction by testing "doubled-sided receipts." Lowes is reducing receipt length for a "one-item purchase to 5.5 inches from 7.2 inches." Apple, meanwhile, has offered emailed receipts since 2005. Good way to build a database, too. What do you think?
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The Never Ending Receipt
I dont have a problem with a coupon here and there, but 1 out of every 20 stores I go to actually have coupons! The rest just feel like wasting 2 feet of paper evertime I buy something?! There is no usefull information of any kind on them? No survey web address, no informational text for the consumer...how they even manage to create something like that blows my mind. In a world of "GREEN Advertising" it seems really funny to me that they think the consumer would find this OK.
receipt trash
Whenever I get ... or see someone coming out a store with a long receipt ... I think of it as the toilet paper that sometimes sticks to ones shoes in a dirty restroom and that you occasionally see someone trailing it down the street. So much for squandered value.
Rogue Receipts
The length of receipts has gotten out of control. At a time when retailers are trying to emphasize being eco friendly with product packaging, shopping bags, etc, they make the receipts outrageously long. It's a real nuisance as a shopper to have to fit these receipts into my wallet. I've saved some of the coupons that are printed but never remember to use them so the extra marketing space is useless to me. I hope it's a trend that reverses soon.
Long, not long lasting
I agree - stupidly long cash register tapes are a waste, but it's their impermanence that worries me more. I've had receipts become almost illegible after 6 months - big problem at tax time!
Apple has the right idea. Or how about this: since we pay for so much with plastic, why not have the credit or debit card also store the receipt for downloading at home?
Rogue Receipts
I think it's a balancing act for brands. The receipt is indeed prime real estate but ultimately it comes down to relevance. If the content that you include on the receipt is relevant to the individual consumer, they will appreciate it and find it useful. It is better to have one really good, relevant offer or piece of information versus 10 different offers, of which probably 9 are not relevant at all. Plus, brands can use the receipt as a vehicle to drive consumers to other communication channels such as a website or mobile/SMS to access more offers and content.
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