Christmas shopping can be the worst thing about the whole season – yes, even worse than the row over who gets control of the TV remote or what time presents should be opened. Would you like batteries? Gift wrapping? Would you like to buy a charity pen with that? ‘Do you have a loyalty card?’ Could I get your email address to send you your receipt? ‘Would you like to register for our newsletter? ‘ No, I want to buy the gift, and then I want to leave.
The process can be tedious enough on a normal day, never mind when there are a mob of frustrated Christmas shoppers going through it one by one. Christmas is the busiest time of the year for retailers, but often the data captured doesn’t match the amount of transactions, as stores are too busy to attempt it.
The process of capturing data with digital receipts can be tedious, time-consuming, and ineffective. Firstly, the cashier has to ask whether the customer wants a digital receipt – if they do, the customer has to spell their email out loud. This can be embarrassing. No one wants to be spelling out their email they’ve had since they first started using the internet (bieber-fan_xo isn’t such a good look in the queue of Selfridges). As well as this, emails and names are often spelled wrong when entered into the system. It’s bad enough when this happens at Starbucks, but wrongly addressing your customers via email implies a lack of attention and care.
Cashiers may also ask customers if they would like to sign up to additional mail, and provided that they do, the consent to this can be difficult to trace. With the enforcement of GDPR coming, explicit consent needs to be traceable and clear.
Many digital receipt systems don’t have email checkers, meaning customers can give false emails to avoid spam, and your mail never gets through.
Digital receipts do have their benefits, however. They are a huge step up from physical receipts which waste paper, are difficult to manage, and provide the business with no customer insight.
Digital receipts provide an opportunity to drive customer feedback, encourage customers to sign-up for additional mail, and up-sell and/or cross-sell with relevant personalised offerings.
But could there be a more efficient, traceable and fun way of collecting customer data?
With ODICCI, campaigns can merge the gap between offline and online with ease. One of the most popular means of doing so among retailers that use ODICCI are handing out cards at the point of purchase. The competition can initially take place offline with a physical scratch card, customers reveal a unique code and enter this online along with their details for a chance to win. Or, cards can give all the necessary competition details and a link to a unique micro-site, where they participate in gamification from an array of options – be it scratch, peel, slide, shake, a wheel of fortune, or a jackpot. The possibilities are endless. The implementation of handing out these cards at the point-of-purchase proves to be extremely effective, as customers can enter their data themselves, which dodges the spelling errors, and they can do it in their own time, avoiding those tediously long queue experiences. ODICCI also has a handy email checker to catch out those false email addresses.
ODICCI is compliant with all data capture legalities, makes explicit consent traceable, and keeps data private and accessible only to those who need it.
Interested to know how you could capture more data this Christmas season? Request a demo today!