As a customer I have always been frustrated by the clutter created, and the effort required to manage my store sale receipts. More often than not, Murphy strikes, and I cannot seem to find the very same receipt on which a return/exchange needs to be made. Other than the frustrations that a customer like me has to go through in organizing/retaining store receipts, these receipts are also an environmental and procurement problem.
By some estimates, around 2 million trees need to be cut down every year to meet the demand for paper receipts in US. Add to this, the fact that most of the store receipts are printed on a non-recyclable ‘thermal’ paper, we have an environmental issue on our hands. Retailers also spend substantial money as procurement costs for store receipt rolls. Would it not be nice, if in some way we could make these store receipts electronic, without losing the purpose they serve? At least for the people who have access to the web and are willing to go green.
Let me list down a few basic purposes that the store Point of Sale (POS) receipts serve, and these are:
1. Proof of sale for the customer
2. Store policies, Terms and Conditions for the customer to read
3. Coupons, Store promotion and marketing material
4. Used for Returns/Exchanges, Warranty
Any electronic receipt solution approach, apart from serving the above listed purposes, should be accessible and convenient for the customer, and should be able to reach as wide an audience as possible.
One approach is to send the receipt to the Customer via email: The cashier could give the customer an option to get an electronic receipt in his/her email at the time of the sale.
Another approach would be to have a service which spawns across retailers, where customers can log in and view the receipts instead of having them in their email.
For both these approaches, the customer can use the electronic copy as a proof of purchase; maybe take a print-out of the receipt or use a smart phone bar code scan, for return or warranty purposes. The retailer can dissipate coupons or marketing information through emails or use the service to reach out to the customer account
The challenge that remains then is, how does the POS identify that the receipt for a particular transaction needs to go to the email id of the customer or the particular customer account in case of a service?
- The cashier could ask the customer for an email id, or if the customer subscribes to an electronic receipt service, at the time of sale. But neither the customer, and definitely not a high volume retailer, would want to have an additional process at the POS to collect an email id, every time a sale is made.
- One could use loyalty/rewards cards for setting up electronic receipt preferences, but only a small percentage of customers use loyalty/reward cards every time they make a store purchase.
- A better way would be to use the payment method as a link between the customers and the transaction. Someone like a VISA or Mastercard could provide the service, as they are the common and the secure link between a customer, payment method and the POS transaction across most retailers. Every time a customer purchases something using a registered credit/debit card, the service could pull the receipt information and make it available for the customer online. One obvious drawback with this way is that it will not work for methods of payment like Cash, Gift Cards or Checks. And while the bigger retailers may be able to offset the cost for this service with procurement savings, it may not be true for the smaller retailers. The other challenge is the investment required to set up such a service and storage required to capture the receipt. There is also the question of the changes on the POS side, this approach would entail. But all in all, this could be the best way to make electronic receipts convenient and available to a large set of customers.
As our society becomes more environmentally conscious and technologically savvy, our leaning towards paperless receipts will become more pronounced. Doing away with the paper receipts is a win-win for the consumer, the retailer and the environment.