2009.38 | Hold the Receipt | Donuts & Furniture

tale_of_the_tapeHold the Receipt - A September 1 article in the Wall Street Journal highlighted the growing trend of very long receipts, given the addition of contract terms, transaction barcodes, product details, loyalty information, coupons and more.  While much of the information on the receipt is useful for retailers and consumers alike – enabling interactions and conversations via offers, ensuring transaction clarity, and simplifying returns, it also means an incredible amount of waste.  

The ultimate objective will be to eliminate receipts entirely, removing paper, labour, waste, cost and complexity from the equation completely, but it’s easier said than done for many reasons

What can be done today?  Electronic coupons are one way to trim the paper use that many retailers and businesses are experimenting with.  Two sided thermal receipt printing is another great measure to address the issue, reducing costs and waste substantially while maintaining the benefits that the information on the receipt provides.

Donuts & Furniture – Consider two very different organizations and two different approaches to multichannel communications:

Dunkin Donuts has implemented the Dunkin Run program utilizing a twist on a social networking to allow an individual to invite friends to place their orders online for one lucky runner to pick up for the group.    Status of the pickup can be displayed on Facebook.  What a great idea to drive up sales, the dollar value of each purchase, and increase consumer loyalty.   It should also be an easy migration to a mobile footprint given the type of solution and interface provided.

Ikea is making moves down the path to multichannel communications as well.  The IKEA FAMILY loyalty program in use in Europe leverages registration kiosks in store.  In the US, Ikea is leveraging a mobile application for store finding and specials.  Expect IKEA to move those channels together.

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