{"id":655,"date":"2013-10-21T07:39:20","date_gmt":"2013-10-21T11:39:20","guid":{"rendered":"http:\/\/www.nationaltransaction.com\/credit-card-merchant\/?p=655"},"modified":"2013-10-21T07:39:20","modified_gmt":"2013-10-21T11:39:20","slug":"go-green-forget-the-paper-receipt-point-of-sale-email","status":"publish","type":"post","link":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/go-green-forget-the-paper-receipt-point-of-sale-email\/","title":{"rendered":"Go Green Forget the Paper Receipt Point of Sale Email."},"content":{"rendered":"
\"Green<\/a>

Credit: Flickr<\/a><\/p><\/div>\n

Retailers today collect email at every point of interaction. Collecting customer information in the store at the point of sale (POS) offers the greatest potential to build retailer\u2019s email list quickly and to drive timely offers and communications that increase customer loyalty and retention.<\/p>\n

The practice of collecting email addresses at the point of sale (POS) isn’t a new one. However, more companies are embracing the trend, and they’re doing so with increasing regularity.<\/p>\n

\u00a0E-Receipts<\/strong><\/p>\n

One popular technique among retailers is to ask shoppers if they would like a receipt emailed to them. It is important to note that an agreement to receive an e-receipt should not be necessarily interpreted as consent to be added to a commercial email list unless this intent is adequately communicated to the consumer and they consent. It always best practice to reference their consent to marketing emails at the same time as the e-receipt request.<\/p>\n

It is possible to collect (PII) Personally Identifiable Information at the counter in a<\/p>\n

careful and conscientious manner if you follow guidelines.<\/p>\n

1. Be transparent about the commercial intent<\/strong>. A consumer who feels misled is\u00a0more likely to complain and to seek redress under the consumer protection laws. If following different scripts is a challenge, \u00a0apply the same disclosure\/request script for both credit and cash transactions.<\/p>\n

2. Consider using the credit card terminal or other touchpad device <\/strong>for\u00a0customers to enter their email rather than using the sales associate. The\u00a0device should first prompt the customer to consent to receiving an in-store\u00a0e-receipt and\/or marketing communications, ideally before proceeding with the\u00a0transaction, it could be after as well.<\/p>\n

3. Decouple PII collection from the credit card purchase.<\/strong> Ask customers for\u00a0their email addresses before taking their credit cards or after they sign off on\u00a0the purchase so it is clear that email is not required as part of the transaction.<\/p>\n

4. Fulfill any incentives offered at the counter through email.<\/strong> Provide each\u00a0consumer with a dynamic and unique link. A consumer will have less of a\u00a0reason to give you a valid email address if you offer and fulfill the incentive\u00a0at POS. Limiting the use of the incentive to email will help you avoid\u00a0incentive abuse.<\/p>\n

5. Send a welcome permission pass.\u00a0<\/strong>Don\u2019t assume that the customer wants\u00a0anything more than an in-store e-receipt even if you can legally claim to have\u00a0this right. Let the customer make an informed decision at the counter or in a\u00a0subsequent email.<\/p>\n

6. Validate submitted data.<\/strong> Ask customers to verify the accuracy of their PII\u00a0before submitting. Use appropriate list management tools to prevent avoidable\u00a0domain errors.<\/p>\n

Clients that take the proper steps to overcome POS challenges and risks will\u00a0reap the rewards of subscriber loyalty, a stronger reputation and better inbox\u00a0performance in the long run.<\/p>\n","protected":false},"excerpt":{"rendered":"

Retailers today collect email at every point of interaction. Collecting customer information in the store at the point of sale<\/p>\n

Continue Reading<\/a><\/div>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69,122,50,364,110],"tags":[625,617,493,621,613,614,622,224,382,608,615,609,616,626,607,610,92,612,618,619,606,76,75,38,93,512,624,627,611,623,87,620],"class_list":["post-655","post","type-post","status-publish","format-standard","hentry","category-best-practices-for-merchants","category-credit-card-processing-2","category-electronic-payments-2","category-gift-loyalty-card-processing","category-point-of-sale-2","tag-associate","tag-best-practice","tag-cash","tag-commercial","tag-communications","tag-companies","tag-consumer","tag-credit","tag-credit-card","tag-customer","tag-e-receipts","tag-email","tag-emailed","tag-incentive","tag-interaction","tag-list","tag-loyalty","tag-offers","tag-personally-identifiable-information","tag-pii","tag-point","tag-point-of-sale","tag-pos","tag-retailers","tag-rewards","tag-sales","tag-script","tag-subscriber","tag-timely","tag-touchpad","tag-transactions","tag-transparent"],"_links":{"self":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts\/655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/comments?post=655"}],"version-history":[{"count":3,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts\/655\/revisions"}],"predecessor-version":[{"id":671,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts\/655\/revisions\/671"}],"wp:attachment":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/media?parent=655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/categories?post=655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/tags?post=655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}