Retailers and restaurateurs are always looking for new ways to add value to the customer experience. In doing so, they must examine the experience from every angle. What are the primary points of contact between the customer and the establishment? Where do interactions happen, what changes hands?
One of the most overlooked, and underutilized, articles of exchange, which every customer receives, is the receipt. Yet, the amount of attention a receipt receives from a customer is often second only to the menu. So, how can POS paper be used to enhance the customer experience, and differentiate one’s establishment from others?
Well, a couple of the most renowned restaurants in our nation’s capital – the Old Ebbitt Grill and The Hamilton – have come up with a novel way to add value through their receipts: they deliver the news, consolidating top stories onto the back of the receipts for customers to read.
The concept was proposed and sponsored by North America’s largest paper manufacturer, Domtar, in conjunction with their award-winning “PAPERbecause” advertising campaign. And so far it’s been a success.
“The ‘news receipts’ have worked despite diners’ access to their smartphones, a demonstration of the power, speed and convenience of paper,” said Kathy Wholley, Domtar’s Director of Communications and Strategy. “This news-on-paper initiative goes to the heart of what we’re trying to convey in our ‘PAPERbecause’ advertising campaign.”
The news receipts update the top dozen AP news stories from around the world, including the weather and stocks. Each receipt flags Domtar’s award-winning ad campaign and delivers one of its signature messages, “Paper is Good. Pass it On.”
Washington journalist Frank Mankiewicz, one of the people behind the initiative, said, “Many experts told us to get a life and go digital. But our argument is based on the same reasons newspapers keep publishing ink-on-paper: There is a wonderful human connectivity to paper that works.”
The news receipts have proven so impactful that the owners of the Old Ebbitt and The Hamilton have decided to roll it out to their 12 other popular restaurants in the Washington D.C. area.
This type of thinking is exactly what we’re referring to when we challenge customers to Make Every Transaction Count. If you’re looking for ways to add value to your POS paper rolls, or other thermal paper rolls, please feel free to give us a call.