In a previous post I took a few jabs at the cost cutting measures of electronic checkouts. To be fair, I also talked up a few positive points as well. Most retail stores, however, still have people taking money and “ringing” customers up. What fascinates me is the “shove the change, receipt, and whatever else at the customer” upon checkout. OK, I could go off on the fact that people can’t count change anymore (or at least it is rare) but I’m going to stick to the marketing. Customer interaction is a privilege and every moment should be focused on their needs. A couple of core needs at check out are whether they got everything (upsell or catch a lost sale), customer satisfaction (being friendly) and courteous exchange of money. And yes, some customers have the need for a receipt. What I don’t get is the “shove a receipt at you”. After all, the IRS doesn’t need receipts for general expenses under $75 (IRS Publiction 463). So, why is there an assumption that everyone needs a receipt? Why is that considered a bonus? What happened to just asking them?
So I don’t come off as just complaining, I thought I’d put a few missed opportunities when just shoving a receipt at a customer:
- Further demonstration that you are engaged with them and showing them that they are important. “Would you like the receipt in the bag?”
- Recapping the value they received during their visit. “Here is a receipt if you’d like and your savings are clearly marked from the special items.”
- Insuring they understand return policies. “I’m placing the receipt in the bag. You have up to 30 days to return for a full refund but you’ll need to show this receipt.”
- Calling out your web site. “Here is a receipt. Our contact information and website is at the top. Have you ever shopped online with us? We run some great specials.”
The receipt exchange is simply a missed marketing opportunity!!! Meanwhile, the big box stores will continue on with the policy of shoving a receipt at you as it is something as imperative that you MUST HAVE!
-Derick
