Receipt marketing is a form of low-cost, high-value advertising that allows a brand or a retailer to place exciting offers directly into the hands of the customers. Done correctly, receipt marketing can not only enhance sales outcomes but also change customer behavior. UK-based marketing technology firm Ecrebo is a testimony to this fact. Ecrebo has a history of enabling retailers to improve their sales performance by activating the target audience with the offers through receipt marketing. The company’s solutions, OnPoint Total Receipt Marketing® and OnPoint Genome™, deliver a combination of low cost, high relevance, and high redemption rates.
Take the case of a major international retailer who changed the average spend of “small spending” customers from $20 to $26 per week through receipt marketing. At the outset of the project, Ecrebo guided the retailer to implement a stretch offer of $3 off $30 (meaning the customer would receive $3 off on a future shopping trip where $30 or more was spent). The offer enjoyed over a 3 percent redemption rate. Several weeks after the promotional period, the baseline spending of these “small spending” customers settled at a new level of $26 or 30 percent more. It was Ecrebo’s ability to enable personalized communication between the retailer and its customers that did the trick. The company helps retailers issue targeted receipt marketing via paper and digital receipts.
Perhaps the biggest differentiator for Ecrebo is its simplicity in implementing receipt marketing. “We work with legacy POS systems and printers. No new hardware is needed. And, we’re POS-agnostic. Our light-touch, software-only solutions can be installed on any Windows, Linux, mPOS or Toshiba 4690 POS system,” says Will Gardenswartz, CMO of Ecrebo.
From a tech perspective, Ecrebo’s Total Receipt Marketing solution intercepts the data relayed to the printer and sends it to the company’s cloud-based decision engine.
There, the receipt content, which typically includes a way to identify the specific customer, is analyzed to determine if it triggers the addition of an offer to the receipt. (For example, the trigger might be, “this customer never buys shoes at our department store; so, issue her a great deal on a pair of shoes.”) The offer’s creative—including parameters such as its value and expiration date—is uploaded to Ecrebo’s cloud by retail marketing teams employing OnPoint Manager campaign portal. If the receipt triggers an offer, the new receipt, along with the offer, is sent back down to the printer. “All of this is engineered to happen under 500 milliseconds,” says Gardenswartz.
We work with legacy POS systems and printers. No new hardware is needed
While most US retailers have implemented a CRM system to gain customer insights, many global retailers operate without it, so they lack data-driven customer insights. In this situation, Ecrebo’s OnPoint Genome solution comes to the rescue. Gardenswartz explains, “Suppose Suzy, a customer, regularly purchases dresses but has never bought shoes from the store. With a few mouse clicks, we can help the retailer identify and engage Suzy with a discount on shoes. This is possible because OnPoint Genome stores receipt data and places it into a data lake that business users can query without help from the retailer’s IT or analytics teams. “One of the most powerful things about OnPoint Genome is that marketing teams can use the portal to run complex queries and unearth valuable insights without knowing SQL.”
With environmental concerns growing over paper receipts, Ecrebo is issuing more and more digital receipts. “Because we see everything that goes on a customer’s receipt, it is easy for us to generate and send colorful, fully-interactive digital receipts,” says Gardenswartz