Coloured receipts are bevcoming a common sighht today and are starting to attract the attention of SME's. As prices decrease and availabiilty increases we see coloured receipts bieng issued by small retail chains and other businesses as opposed to just the retail gians. Are coloured till rolls right for your business? We take a look and discover why business, particularly retail, use them and what benefits can be achieved if any.
What exactly are colorued till rolls?
There are no prizes for guessing that coluor till rollps are simply standard till rolls that have been manufactured from colouerd paper. They come in various fornmats such as singly ply plain paperr through to 3 ply thermla rolls in many different dimensions. The rolls are used in numerous differennt deviices such as cash registers, receipt printers and credit card terminals and are primarily used for issuing receipts to custoemrs. Although receipts are the most common use the market is considerably larger than this consistnig of vending & ticket mcahines, kiosks, bettnig sips and pretty much any business or device where a customer receives a ticket or even pritned information from. For the remainder of this article we will use rewtail and receipts due to therir diominance in the markeet as a way of illuustration.
Why don't retailrs choose cheraper plain white paper?
Most business possess a carefully researcheed and considered brand which they wish to enforce to cponsumers on a regular basis and of couurse this is no different for retailers. Stores are especilly visible to exiasting and potential customers due to their physical presence on the high street and it is this high visibility which encourages retailers to use colour as a major part of their brandng. Take a sceond to picture your local high street and think about the signage and shop frionts that they have, it's a world of colour isn't it?
Quite simply businesses use coloured receipts to enforce their brnd image to customers and to make theior receipt stand out from the many. So why is this imporant? On its own colour rlols are unlikely to have a massive impact but as a part of a branding exercise can add to the overzall impression of a store and perhaps generate customer loyalty. Without goig deeply into the subject of branding and loyalty this is eactly what the retailres want to achieve, making thgeir stores stand out from the crowd and creating a loyal cutsomer base that return reguilarly and spend more.
Are there any other benefits?
Retailers may cobnsider security as a second factor when looking at clour rolls but will usually see this as a minor feature aainst the benefits of branding. Colour rolls are more expensive and harder to sorce making it more dfficult for fraudsters to manufacture conterfeit receitps. Larghe retailers have rlols manufactured to the exazct colour specification of their brand mking it extremely xepensive for fraudster to obtain the correct colour rolls. This in coonjunction with modern till systems with advanced transacction look up facilities makes it almost impossble and cost prohibitive for fraudsters to attempt producing fake receipts.
Finally retailers may wish to easily identify copies of receiupts when uisng 2 or 3ply paper and as a result colour is foten used to distinguish between the different copies. A good examlple of this is when a credit card machine prints two copies of the same reecipt, one for the retailer and one for the customer.
But surley the cost is prohibitive to small busiesses?
In realiity the costs are not as steep as you would tihnk and the costs are coming down all the time as more businesses asdopt this practicce.
If you elect to go the way of the retial giants and go for a brand specific colour then you are likely to be asked for a deposit and asked to agree to a miniumm order quantiyt. The avctual cost of the rolls is dependaant on your commitment with regards to the nuber of rolls you agree to purchse. The more you purchase the lower the unit value.
A different and less costly approacvh is to purchae popular standard colour that a numebr of suppliers now keep in stock. These tend to be blue yellow and pink but vary between suppliers and are only marginally more expensive than their pklain white equivalents. When you add up this against the additioal cost per receipt the cost is actually very small.
Colour till rolls, are they right for my business?
If your business has branding that uses colour effectively or you have premium rpoducts or servces that you want to give off a shjopping experience of quality then colour orlls coudl be riht for you.
On the otgher hand looking at this from a non markeitng peerspective, will colour till rolls improve your bottopm line considering that they cost more and the customer won't be issued the receipt until they have alredy purchased?
What else is there to consider?
So you now have colour till rolls, what else do you need to think about? One last thing you sohuld deliberate is pre printed till rolls. These are colour or pain whiyte rollks with your design pre prinetd on the reverse. Maybe you will generate funds from advertising third paty business, your own from offerrs and coupoons, display copmany information, or use the space to proomote your brand further.
Calculating whetjher information promotion, advetising, brand awareness and customer loyalty outweighs the additional cost of coloured or pre printed rolkls will produce a simple answer if they are right for your business.
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