Huge potential behind E.Leclerc's electronic receipt

A few weeks ago, the E.Leclerc supermarkets announced the launch of electronic cash register receipts. If the press has widely relayed the press release of the distributor by relating an ecological and paper saving objective, few have spoken about the enormous potential hidden behind the dematerialization of the receipt.

An additional sales opportunity

We've known for a long time that transactional email is an extremely effective medium. The open rate of this type of email reaches dizzying levels that are impossible to achieve with a traditional newsletter campaign. And Leclerc's electronic till receipt will most certainly arrive by email, and will no doubt be integrated into one of the chain's mobile applications. It would therefore be a shame for the group (and those who follow) not to take advantage of the opportunity to integrate promotional offers. For example:

• after a purchase in the multimedia or household appliance department, you may receive an offer for an extended warranty;
• if you are a big buyer of a product, the group could offer you a coupon for the private label version of the product;
• receive offers for E.Leclerc mobile or for the photo development service with pick-up in your store;
• transform your ticket into a shopping list for your first order at Leclec Drive.

As you can see, there are many opportunities!

Create a new medium

What E.Leclerc is doing is creating a new medium that is extremely well accepted by consumers. An advertiser's medium that the consumer himself makes part of his habits is a huge opportunity to create a more effective loyalty mode, which uses behavioral data without being considered intrusive.

The link between physical store and e-commerce

For some time now, we've been talking about the blurring of the boundaries between physical stores and e-commerce. The electronic sales receipt is another great example. It is the physical store that uses the codes of e-commerce (the confirmation email) to better articulate its communication to the consumer. An experience that the retail sector is likely to adopt on a massive scale over the next few years. Photo credit: GNU Free Documentation License - Michiel1972