for the planet?
The stated goal is to protect the environment because a receipt sent via email would reduce waste of paper and water. However, according to the GreenIT Group, a dematerialized card will release 2 grams more carbon dioxide equivalent into the atmosphere than a printed card, because transporting and storing it in a data center consumes a lot of energy.
Especially for marketing!
But implicitly, non-physical tickets are a new opportunity to achieve “targeting” Thanks to the personal data collected, fears Ralph Rogenbock, a lawyer at the European Consumer Center.
In concrete terms, the customer at checkout may be offered to provide his contact details, name, email or even phone number and address to receive a summary of his purchases in his mailbox or on his personal account in each store. In the case of an exchange, or finding a guarantee, no more piles of uncolored receipts, he will only have to find them with a few clicks.
It is already offered by many large distributors such as Carrefour or Système U. Moreover, 70% of sales of food brands are already linked to customers identified through the loyalty scheme, according to Jean-Michel Chanavas, general representative of Mercatel, a professional association that specializes in Payment related issues.
Dozens of young companies have found a new niche there, such as Limpidius, Zerosix, Yavin, etc. They offer merchants the possibility to send “demat tickets” (dematerialized) to their customers, along with cash register software and sometimes design their formation.
Anti-waste law is a huge boon for traders.
Anti-waste law is ‘Great deal’ For merchants, provide some of these brokers on their websites. They praise the economic and environmental benefits of these digital tickets, but also their marketing interest in a way “totally confused”notes Lionel Mugen, of the magazine 60 million consumers.
The data collected during the transaction allows merchants to enrich files Customer Warehousea database to better target its customers.
Legally, this set of data is legal. The risk is that customer consent is not collected in an explicit manner. For a merchant to use this data for different uses, for example to send advertisements, he must ensure that the customer accepts it in writing, by ticking one by one the boxes corresponding to the different uses of the data, insists Ralph Rogenbock.
However, the CNIL is clear: the physicalization of receipts cannot justify “Other purposes, in particular commercial prospecting”, The Foundation noted in its White Paper on Data and Payments published in October 2021.
Queues at checkout
It remains to be seen how to collect approval without lengthening the queues at checkout. The procedure (oral or written) is still unclear and professionals are still waiting for the executive decree of the anti-waste law.
To avoid this waiting time, startup Yavin offers bank card recognition brands to customers (“with their consent”), so that in the future they can receive their receipts systematically via email.
Potential competitor KillBills wants to reduce this time further by allowing the purchase statement to be sent directly to the customer banking area, simply via a credit card transaction. “In this case, brands do not collect any contact details from customers and cannot inadvertently contact them.”confirms Syed Ahmed Sheikh Baleed, its co-founder.
Whatever the case, this data, even anonymous, remains a file ” Goldmine “ To analyze consumer behavior, Cnil attests.