Brands leverage e-receipts for loyalty and data collection

Walmart's (NYSE:WMT) e-receipt platform has proved successful for gathering customer data, and now brands are coming up with creative ways to harness its power for themselves.

Walmart's platform has mobile at its heart, using its app as a convenient place for shoppers to log their purchases. Brands have long tried to encourage customers to send in receipts in return for special offers, but e-receipts make the process of taking a picture and texting them much more natural than sending them via snail mail.

Just like Walmart's e-receipt program, brands benefit from getting valuable information about shoppers' habits they might not otherwise be privy to. And in this case it's information about people who have already bought their products.

Brands are approaching the technology in different ways. Coca-Cola (NYSE:KO) owned Minute Maid, for example, is using its mobile receipt campaign to drive sales of specific items in partnership with Walmart. Shoppers who purchase four products of a certain size from the retailer can text a photo of their receipts and receive a $5 Walmart eCard.

Heinz's Smart Ones, on the other hand, is treating its campaign something like a loyalty program. Customers can buy 30 Smart Ones products from any store, in as many visits as they want, then take a picture of the receipt and upload it to a website, text it or email it. Once their product count hits 30 they will be prompted to share their information to get a $10 Visa Reward card.

It's an interesting way for brands to use the popular new feature to their advantage.

"The ability for a consumer to take part in a promotion in its entirety from participation to redemption via a single device is what makes mobile the perfect tool for brands to execute a promotion," Atul Sabharwal, founder of interactive marketing company Snipp, told Mobile Commerce Daily. "Historically there has always been a conflict for a brand looking to reward only 'paying' customers based on their purchase vs. creating a consumer experience that enables ease of participation for paying customers."

E-receipts appear to help bridge that gap, especially with Walmart shoppers increasingly conditioned to the behavior.

For more:
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