300 Seconds: Marketing Through Receipts

After shopping this week for the girls’ back to school necessities, I gathered all of my receipts to see what kind of marketing message the stores included on the bottom. Sadly, most read, “Thank you for shopping with us. Please come again.”

I say “sadly” because these stores are missing out on a fantastic marketing opportunity. Think about it. If I ever want to return any of these items, I need to keep the receipt. If I used a debit card and want to log the amount into my check register, I need to keep the receipt. If I need a bookmark, I need to keep the receipt.

There are several types of messages you can add to the bottom of your receipts.

  • Lead them back. If they’re holding your receipt, they were in your store. Encourage customers to shop through the convenience of the internet during hours you’re not open by providing your URL. Or tell them about extra digital content available online only through your site.
  • Offer an Incentive. Offer a come-back coupon. Example: “Bring this receipt back within 10 days and receive 20% off your next book!” Or find out what your customers think about you. Create a survey with Google Forms and include the URL on the receipt. Offer a coupon at the end of the survey to thank them for their time.
  • Introduce a new service. Did you just start a new book club? Do you offer a Coffee Club through your cafe? Mention it on the receipt and encourage customers to ask you about it!
  • Promote events. Are you excited about an author coming in 3 weeks? Go ahead and presell it now.

These are just a few ideas for mixing up the marketing messages on receipts. Take 300 Seconds and change your receipt message. If you’ve been using an incentive, change it to an events promotion. Or if you’ve been talking about events, lead them to information online. Change your message often to make sure you’re not promoting expired information. And the more you change the message, the more customers will look for it.

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she's a sucker for a good book cover and will positively swoon if a book is set in appropriate type. @BethGolay