Digital Receipts – An Important Customer Touchpoint

The receipt that you provide for making a purchase in your shop is a valuable customer touchpoint. And it’s time to look at how to make best use of this opportunity in the digital era

If you ask any consumer – ‘When was the last time you could successfully retrieve all the paper receipts from an earlier purchase when needed say for, submitting medical bills for tax, making a warranty claim, or accounting your expenses at the end of the month?’

The simple response will be - Not very often. And this can have deep implications to you as a retailer.

So, the next time a buyer visits your shop you can ask them “Would you like a paper or digital receipt today?”

The response could be varied. Your customers might opt to receive the receipt via email and save themselves the trouble of tracking physical paper. Some might decline a receipt altogether, knowing it will simply end up in the trash can.

Printed vs. Digital – What’s In It For The Recipient?

Though both forms of the receipt are complementary in nature, but, digital receipts have emerged out to be more effective as well as a time saviour compared to the printed version which is considered more as a necessity.

Printed receipts is convenient in ‘short-term’ solution when a purchase needs to be verified against a credit card or bank statement, for instance, in transactions like restaurant meals or spa services. These receipts are at most kept for a month or less and in most situations, the consumer ends up losing the receipt or the ink tends to fade away.

Digital receipt is a long-term solution. It’s a convenient and easy to file and store, easy to retrieve if you want to make a warranty claim, need medical bill receipts for tax purposes or return an item.

The Future of Receipts as a Customer Touchpoint

Over the years, receipts have gone through a multitude of changes – from the most basic handwritten paper form to the printed version of the same to currently, the digital form which can be stored in the cloud and therefore, accessed anytime. With the advancements in technology, and changing shopping habits of consumers and a smarter world it’s time to adopt smart e-receipts.

With digital receipts, for your consumers, gone should be days of rummaging through multiple leather wallets, cupboards to find paper receipts.

To your business, ereceipts open new possibilities for email marketing. By creating an opt-in at the point of sale, you ensure it will not end up as a junk mail in their mail boxes.

More importantly, it providers your retail business rich insights, providing basket data that allows you to tailor your marketing and promotional efforts toward specific customer wants, all with a focus on growing loyalty.

What are you CXO of?

A few days back, on a late evening I was having an animated discussion on “Design” and “Design Thinking” with a leading design guru in India. We talked about all things design and covered the breadth from pins to aircrafts.

He mentioned about an interesting example of applying design thinking to bureaucrats and their fine art of bureaucracy. He changed the way a complainant is responded to by the senior officers. Instead of forwarding the complaint to a junior officer to take action, the seniors responded directly to the complainant, with a cc to his junior to act upon. This suddenly and definitive terms elevated the complainant’s “status” in the eyes of the junior officer.

I had a similar experience of my own, with the now grounded Kingfisher Airlines and its colourful Chairman - Dr. Vijay Mallya. He personally responded to my complaint exactly in the same manner. Take a look at the below. Issue resolved and I was none too bitter about the experience.

So let’s ask ourselves, can design thinking be applied to designations and org charts? Here is a recent experience. The company I work for, hired a young lady to handle office administration and front office functions. Her job description included – taking care of the visitors, the office, the facilities in the office, arranging travel, dealing with some of the suppliers etc. The works …

So what should her right designation be? Office Admin? Receptionist? Front Office Assistant? There are numerous stereotypes for this role. But what conveys this function best?

What would you expect the person to do if you came in as an interview candidate? As a supplier? As a co-worker? When this question was posed (iteratively with several more leading questions) a single simple answer came out for all the various functions and people she needs to deal with – make their interaction pleasant, happy!

Happy? Voila! Isn’t she then the Chief Happiness Officer? As a CHO, she has taken charge of HAPPINESS!

Suddenly we saw a water jug and glasses appear on the reception counter – just the thing you want on a hot summer day. A bowl of candies – munch away some goodies as you are waiting at the reception area! Every morning the snack box gets filled and when the folks are burning the midnight oil to push the next software release, the arrangements are already there to take care of the coffee and the snacks.

It’s amazing a slight change in the way we apply our designation can bring a huge swing in outcome. The company has many such “CXOs”, I just chose to pick this one example.

So before we seek our next entitlement and demand our “right” – be it a raise, a new title or designation, signing authority just ask – “What are you a CXO of?” Maybe you already got all you need!

Turning your customers to Mobivores - Is that the right thing to do?

May 15, 2015 Myntra shut down Myntra.com going mobile only and trying to set a new example. Trying to bring about an era of "Mobivores".

Mobile strategies have become an important part of any kind product development and provides the customers with more digital channels to access the Brand. The product gets a larger audience and more traction among the users.

Going Mobile-first is not a question, now that everyone is focusing on using the best mobile and web marketing techniques. But going MOBILE - ONLY?

Is it actually a good approach? I happened to read the reviews of the disappointed customers who loved the Myntra app but wanted an online web presence for the brand.

As a consumer, I go through various channels before I actually checkout. Isn't going mobile only forcing your customer to take a restricted channel?

Isn't it reducing the consumer engagement which can be more if the consumer has access to various digital channels?

Mobile apps are actually one part of the complete integrated environment you build for your product.

According to TechCrunch, users have low tolerance for buggy apps. Only 16% of them will try a failing app more than twice.

There are businesses who have gone mobile only and created a huge stir in the market, but because their business model was only mobile app.

Did you notice? Instagram started as a mobile app for photo sharing and within half a year it had 30 million users. Two years later they moved it to Web because they noticed that people found it easier to discover people on the Web and share photos.

Stats show that mobile users are 67 percent more likely to make a purchase from a website which is mobile friendly. So with mobile only approach you are going to lose a majority of your customers.

So think wisely, if its effective for your business model and then only choose to go mobile only.