April - July - 2022Retail Business Review 19sends 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 the 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.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. We work with legacy POS systems and printers. No new hardware is needed
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