10 Ways to Up Your Receipt Marketing Game with Receipt Promotions
Snipp Interactive
Customer Acquisition Retention and Engagement (CARE) Platform Loyalty - Promotions - Sweepstakes - Rebates - Rewards
Are you feeling boxed in?by your marketing strategy? It’s time to rethink the power of the receipt with receipt marketing!
As marketers strive to be more efficient in running their?promotions management?campaigns, they need to find innovative ways to engage and simplify consumer experiences while keeping their costs in check. Most promotions operate only up to the check-out counter, as the point of sale is an exceedingly tricky space to conquer. Historically, brand marketers looking to make one-off, purchase-based promotions or run loyalty programs have had to either integrate into retailer POS systems or rely on printed codes on packs. Both methods are expensive for the brand and cumbersome for the user.
An elegant solution to this problem is using the humble purchase receipt. Combining a customer’s receipt and their mobile phone can provide brands with a highly scalable way to create effective purchase-based promotions, allow a high level of customization within the programs, and access a great deal of data directly from shoppers.
Receipt-based purchase programs are an?effective marketing tool that allows you to run local or national programs quickly and to scale based on any Purchase (dollar value spend, number of products purchased, or even a sum of purchases over time) or Non-Purchase (images, surveys, social interactions, etc.) transactions, ensuring a positive return on investment (ROI).
Receipt promotions are:
What is Receipt Marketing?
The POS receipt, usually stuffed into a shopper’s pocket or bag to be tossed out and forgotten, is a marketer’s holy grail. It carries an abundance of information about the shopper’s behavior, including?information?that shoppers would rarely provide directly. The POS receipt also contains the where, when, and in what mix customers make their purchases, making it a very sophisticated marketing tool.
The images of shopper receipts?are usually processed and analyzed through Optical Character Recognition (OCR) tools (receipt OCR tools) to extract individual shopper data, right down to product SKU level, without the need to coordinate with retailers or integrate with their POS systems. Analyzing the data collected from shopper receipts allows brands to customize their promotions and rewards programs and bring a high level of personalization to their offerings for shoppers.
10 Successful Receipt Marketing Programs
Here are some innovative?receipt processing?examples that have driven specific and quantifiable outcomes and can be used in your receipt marketing.
1. Driving Sales and Basket Size
Ferrara?wanted to drive basket size by incentivizing consumers to buy at least three products across its brands: SweetTART, Nerds, Laffy Taffy, and Spree. Snipp developed and managed a ‘Summer Concert Cash’ gift-with-purchase and sweepstakes program, where consumers could buy three participating products and submit their purchase receipt to earn a $5 Live Nation promo code and a sweepstakes entry.
2. First-Party Data Acquisition?
Danone?leveraged Snipp's solutions to drive sales and basket spend while collecting first-party shopper data and full basket analysis data to get deep insights into consumers' entire baskets, category makeup, and competitor products. Snipp created and managed a GWP promotion where consumers who purchase $30 worth of Danone products could submit their receipts to get a $10 Sam's Club e-Gift Card.
3. Simplifying Customer Experiences
The?Paw Points Loyalty Rewards Program?phased out its code-on-pack strategy in favor of Snipp’s?receipt processing platform?for an improved, seamless customer experience. Members could earn points by uploading their qualifying purchase receipts or engaging in non-purchase behavior like referrals.?Receipt processing?makes it easier to automatically collect points for purchases and other activities, minimizing a challenge in many loyalty and rewards programs.
4. Driving an Omnichannel Customer Experience
Reckitt partnered with Snipp to help them launch?Schiff Rewards, a?loyalty platform?where customers earn points for purchases and non-purchase actions across any channel - in-store, online, and DTC. Snipp's?receipt processing platform?validated submissions across channels, and the segmentation and promotional tools also developed and managed highly relevant offers and promotions based on the data collected.
5. Driving Retail Specific Sales & Engagement
Snipp created a retail-specific gift card promotion to help?Duracell?drive sales at Lowe’s and strengthen their relationship by driving footfall while securing and creating differentiation at the shelf. Consumers who spend $15 or more in a single transaction at Lowe’s could submit?their request for a $5 Lowe’s eGift Card.
6. Driving Cross-Brand Sales
Canada Dry and Conagra?wanted to run a program that could help them cross-sell products, leveraging their brand consumer bases. Snipp implemented our?receipt validation?technology to power a GWP program where consumers who purchased a qualifying Canada Dry and Conagra product in the same transaction?were rewarded?with a gift card from the retailer they bought from.
7. Encouraging New Product Trials
Snipp helped?Nestle DiGiorno?drive new product trials for DiGiorno Classic Crust at Walmart via a gift-with-purchase program with a?sweepstakes management?overlay. Consumers received a $5 Walmart eGC for any purchase of $10 or more on DiGiorno products. Their valid receipt submission also automatically entered them into a sweepstakes just for participating, allowing them to win additional prizes.
Our?receipt processing technology?helped?Pedigree reward dog adopters. Customers who adopted a dog on a specific date could upload a photo of their adoption receipt online and receive a $200 physical check to spend on their canine companion.
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8. Driving Engagement & Sales Leveraging Partnerships / Sponsorships
Nestle KitKat?leveraged Snipp’s platform to promote its association with the NHL and drive consumer engagement and sales. Snipp created a bi-lingual instant-win program with a?sweepstakes management?overlay. Customers who purchased qualifying products could upload receipts for a chance to instantly win one of over 200 NHL-related prizes, as well as enter a sweepstakes to win a trip for two to the Stanley Cup Finals!
9. Improving Program Efficiencies
IKO?wanted to streamline its?B2B loyalty program?to improve the accuracy of invoice processing and gather customer data. They leveraged our Snipp?C.A.R.E.?platform to manage the program - with digital transaction processing of invoices and purchase orders uploaded by contractors and processing functionality of bulk sales files uploaded by distributors. They gathered more actionable data to increase contractor and distributor satisfaction.
10. Scaling Activations – Geography and Language
Microsoft Xbox and OPI?leveraged Snipp's promotions and?receipt processing software?to manage 15 programs across 12 countries in multiple languages. Consumers could purchase qualifying OPI products and upload their receipts to get exclusive in-game rewards. Each country's program was localized to the market, including language, market-specific rules, customer service support, and microsites. Xbox and OPI also get an incredible amount of unprecedented purchase data from each campaign and can track programs individually and holistically.
What's the ROI of Receipt Marketing?
How can you make the most out of your?receipt processing?strategy? Our helpful ROI planning checklist explores strategy and questions you should ask at each?process stage.?
4 Considerations for Powerful Receipt Marketing
1. Marketing Reach and Relevance
What do you need to consider regarding market reach and the relevance of your marketing? We recommend you:
2. Rewards
Today’s shoppers are sensitive to exactly how brands acknowledge and reward them, with sincerity, timeliness, and consistency making all the difference. Attractiveness and relevance of rewards are critical to entice shoppers to follow through on the requirement of sending in their receipts. We recommend:
3. Minimize Friction
How can you encourage customers to respond to your receipt marketing strategies? We suggest that:
4. Leverage Data
A key benefit of?receipt processing?is the volume and quality of data generated—and not all brands leverage this in any meaningful manner. The data collected can be used to identify key customer segments, possible products to be bundled, and coupons and offers that can be designed. It can also be used to understand shopper behavior at a granular level and improve targeting.
Make Use of The Entire Path to Purchase with Receipt Marketing
A great?receipt processing?strategy enables you to capture the attention of your customers even after they've made a purchase. Not only are they happy with the item they've bought from your business, but they're also offered an additional opportunity to engage with your brand.?
A?big?benefit of?receipt processing?as an incentive marketing solution is that it can support everything from a one-off promotion to an evergreen loyalty program. The most forward-looking programs will?be designed?to migrate customers along that journey. They will move them from redeeming a single offer to becoming an ongoing participant in a loyalty program.
Whether it's the promise?of a reward or a hyper-relevant offer, receipts are a great stage of the customer journey to engage your shoppers. Don't miss out on this prime opportunity; learn more about everything you can do with?receipt marketing and the data goldmine?it generates.
This article also appears on the Snipp blog.