Register receipts across stores now can typically measure over two- to three-feet long as retailers add coupons, return policies, loyalty points, advertising and other information to the basic data on the transaction. While some consumers capitalize on the extra information, others find it wasteful and cumbersome.
Other information contained in receipts may includes credit card applications, data regarding recalls for items previously bought, and customer surveys.
According to an article in The Wall Street Journal, receipts started expanding early in this decade as retailers, armed with sophisticated software, began tailoring information, such as coupons, to specific customers.
Dan Bogan, senior vice president who oversees receipt printing at NCR Corp., said redemption rates for coupons printed on receipts can run as high as three percent - about triple the rate of coupons mailed to customers or included in advertising circulars. Retailers "find it's one of the most effective places to communicate with their customers," said Mr. Bogan.
Retailers also said many customers have grown to expect and appreciate the coupons that are typically the most common addition to receipts.
Meghan Glynn, a Kroger spokeswoman, said Kroger customers also appreciate the additional information on receipts showing how much customers saved for using loyalty cards. She told the Journal, "With some customers, it's a badge of honor: here's how much I saved."
Home Depot uses the bottom four inches of receipts to ask customers to take an online survey in return for a chance to win a $5,000 gift card. The retailer receives 500,000 responses each month.
"Prior to 2003, we used customer-comment cards in store, and they got nowhere near the level of response," said Ron DeFeo, a Home Depot spokesman.
On the downside, the article notes that store managers are complaining about running out of receipt paper and having printers break down. The paper/print costs and the environmental impact are also considerations.
In light of these issues, Wal-Mart is testing double-sided receipts. CVS plans to introduce in-store kiosks where customers can scan loyalty cards to collect coupons to avoid carrying around lengthy coupon-filled receipts. Lowe's is deleting white space at the top and bottom of receipts and moving the return policy to the back.
Besides waste concerns, the other annoyance for consumers is "paper clutter." Jeannette Lovejoy of Roseville, Calif., told the Journal that the act of stuffing receipts caused the zipper on her purse to burst. "The receipt issue has gotten out of hand," Ms. Lovejoy said.
Discussion Question: Do you find the lengthier trend in receipts entirely appropriate or largely wasteful? Which receipt add-ons to you find most valuable?