Retail Marketing Redefined: The Receipt
“Save your receipt.”
When the tall, authoritative sales associate spoke those words to the ten-year-old me, I didn’t ask any questions. It wasn’t a suggestion. It was a directive. So I did as I was told and saved that little slip of paper. I didn’t think I had a choice. This woman had a nametag and a key to the register. As far as I was concerned, Arlene was the boss.
She haunted me. For far longer than is probably reasonable or healthy, I worried that the all-powerful Arlene could appear in my room at any time to do a spot check. I clung to that receipt.
I probably have it stashed somewhere. Though now that I’m grown up, I hardly ever worry about officious, spectral salesladies appearing at my bedside.
But I still save my receipts (hard copy and electronic). A lot of people do. Those retail marketers who see this little communiqué as simply a throwaway record of a sale aren’t looking closely enough. Or thinking creatively enough.
As the retail business continues its consumer- and digital-driven transformation, marketers have the opportunity – and the responsibility – to redefine and re-imagine the basic tenets of shopper/brand interaction. A standard retail experience no longer satisfies; it has evolved into the Shopper Moment.
That evolution touches all aspects of retail marketing. As the concepts of retail “classics” (like the experience, the free sample, the shopping bag and the store window) are advanced and altered, so should that of the receipt.
It doesn’t have to be a lonely scrap of paper languishing at the bottom of a bag. Set it free. Hold it to the light. Give the shopper a reason to save it. And talk about it. And post it. And appreciate it.
Here are 33 things a receipt can also be:
- Work of Art
- Golden Ticket
- Mini Newsletter
- Calling Card
- Loyalty Program CTA
- Free Pass
- Love Note
- Bargaining Chip
- Piece of a Puzzle
- Special Offer
- Thank-you Note
- Link to a VIP offer
- Link to an Expert
- Link to Resources
- Link to Other Shoppers
- Link to a How-to Material
- Link to Behind-the-Scenes Video
- Link to Social Media
- Link to a Branded Game