{"id":4473,"date":"2012-03-19T10:40:55","date_gmt":"2012-03-19T16:40:55","guid":{"rendered":"http:\/\/www.barcodesinc.com\/news\/?p=4473"},"modified":"2019-09-16T13:55:16","modified_gmt":"2019-09-16T19:55:16","slug":"how-pos-receipts-build-sales-and-loyalty","status":"publish","type":"post","link":"https:\/\/www.barcodesinc.com\/news\/how-pos-receipts-build-sales-and-loyalty\/","title":{"rendered":"How POS Receipts Build Sales And Loyalty"},"content":{"rendered":"

The coupon revival continues, and the source of those most often redeemed might surprise you.<\/h3>\n

According to the Annual Topline U.S. CPG Coupon Facts Report for Year-end 2010, released by NCH Marketing Services, Inc., marketers distributed 332 billion coupons for consumer packaged goods last year, marking the largest singleyear distribution of coupons ever recorded in the United States. Those coupons redeemed totalled $3.7 billion in savings for consumers. Fueled by frugal recession-weary shoppers, coupon usage has climbed from 63.6% in 2007 to 78.3% in 2010, according to NCH.<\/p>\n

Most of those coupons distributed \u00e2\u20ac\u201d a full 90% \u00e2\u20ac\u201d came in the form of free-standing inserts, according to Inmar, the company that handles the bulk of coupon processing in the U.S. But retail marketers take note \u00e2\u20ac\u201d that\u00e2\u20ac\u2122s not where the leading growth in redeemed coupons lies.
\nCheckout coupon redemption rates grew 39% in 2010, faster than freestanding insert coupons, digital promotions, shelf-pad, and in-ad coupon offers. Indeed, coupons printed on receipts enjoy a redemption rate that\u00e2\u20ac\u2122s three times higher than that of direct mail and newspaper circular-based receipts. Bob Carter, president of promotion services for Inmar, says the data his company is gathering tells us that consumers are still looking for deals, but appear to be less motivated to seek out and redeem out-of-store offers.<\/p>\n

The ability to leverage receipts to communicate brand awareness, promotions, coupon offers, and other forms of customer engagement is not new. Consumers\u00e2\u20ac\u2122 enthusiastic return to interest in that messaging certainly is.<\/p>\n

The consumers who are most enthusiastic about coupon redemption might surprise you as well. Assumption might lead you to believe that the lowest income households are the heaviest coupon users, when in fact it\u00e2\u20ac\u2122s your best customers who seek them out and cash them in. Coupon usage in 2010 was dominated by households with incomes greater than $70,000, with 38% of what Inmar labels \u00e2\u20ac\u0153super heavy\u00e2\u20ac\u009d users and 41% of \u00e2\u20ac\u0153enthusiasts\u00e2\u20ac\u009d coming from that demographic. Households with income of more than $100,000 drove coupon growth in 2009.<\/p>\n

Finally, lest you think the coupon craze has come and gone, the latest \u00ef\u00ac\u0081gures show coupon redemption was up 4% in the second quarter of 2011 compared with the same period in 2010.<\/p>\n

As in-store couponing goes, nothing beats the receipt. Modern, powerful software tools allow endless and easy customization of designs and parameters on receipts, such as targeted offers to customers who meet speci\u00ef\u00ac\u0081 c purchase thresholds. Chain-store retailers can even create store-speci\u00ef\u00ac\u0081 c messaging and offers, enabling location based messaging that\u00e2\u20ac\u2122s custom-\u00ef\u00ac\u0081 t for the demographics of their consumers.<\/p>\n

The writing is on the wall \u00e2\u20ac\u201d if you\u00e2\u20ac\u2122re not promoting special offers on your register tape, you\u00e2\u20ac\u2122re missing a powerful opportunity to delight customers and drive repeat traf\u00ef\u00ac\u0081c.<\/p>\n

<\/strong>Receipt Printer Marketing: Beyond The Coupon<\/h3>\n

\"\"<\/a>While printing coupons on receipts is a high payback proposition, it\u00e2\u20ac\u2122s not the only way to leverage receipts for creating brand awareness and building loyalty. In fact, a simple software utility can create dynamic receipts that spring to life in the hands of your customers, enabling customization such as:<\/p>\n