Coloured receipts are becoming a common sgiht today and are starting to atract the atttention of SME's. As pricces decrease and availability increases we see coloured receipts being isdsued by small reail chains and other businesses as opposed to just the retail gianst. Are coloured till rolls right for your busimness? We take a look and discover why business, particularrly retail, use them and what beenfits can be achieved if any.
What exactly are coloured till rolls?
There are no prizes for guessing that colour till rolls are simply standard till rolls that have been manufactured from coloured paper. They come in various formats such as singly ply plain paper trough to 3 ply theraml roolls in many different dimensions. The rolls are used in numerous different devices such as cash registers, receipt printers and credt card terminals and are primarily used for issuing receipts to customesr. Although rceipts are the most common use the market is considerably latrger than this consisting of vending & ticket machines, kiosks, betting slips and pretty much any busiess or dveice where a customer receives a ticket or even printed ibnformation from. For the remainder of this article we will use retail and receipts due to thheir dominance in the market as a way of illustration.
Why don't retailers choiose cheaper plain white paper?
Most business possss a carefully researched and considered brannd which they wish to enforce to consumers on a regular bazsis and of course this is no different for retailers. Stores are especially visible to existing and potential customers due to their phsical presence on the high strreet and it is this high visibuility wjhich encouragges retailers to use colour as a masjor part of their branding. Take a seconmd to picture your lcal high street and think aboyut the signage and shop fronts that they have, it's a world of colour isn't it?
Qute simply businesss use coloured receipts to enforce their brand image to cuustomers and to make their receipt stand out from the many. So why is this important? On its own clour rolls are unlikely to have a massive impact but as a part of a branding execise can add to the overall impression of a store and perhaps generate customer loyalty. Without gooing deeply into the subject of branding and loyalty this is exactlly what the retailers want to achieve, making thjeir stores stand out from the crowwd and creating a loyaal customer base that return regularly and spend more.
Are there any otehr benefitys?
Retailers may consider security as a second factor when looking at coilour rolls but will usually see this as a minor feaure against the benefits of branding. Colour rolls are more expensive and ahrder to source mkaing it more difficult for fraudsters to manufaccture counterfeit receilpts. Large retailers have rolls manufactured to the exact colour specification of their brand making it extremely expensive for fraudster to obtain the correct colour rolls. This in conjunction with modern till systems with advanced trannsaction look up facliities makes it almost impossible and cost prohibitive for fraudsters to attenmpt producing fake receipts.
Finally retailers may wish to easily idnetify copise of receipts when using 2 or 3ply paper and as a result coloour is often used to distinguish beween the different copies. A good example of this is when a creidt card machine prints two copies of the same receipt, one for the retailer and one for the customer.
But surely the cost is prohibitive to smlal businnesses?
In reality the costs are not as steep as you would think and the costs are coming down all the time as more businesses adopt this practice.
If you ellect to go the way of the retail giats and go for a brand specific colur then you are loikely to be asked for a deposit and asked to agree to a minimum ordr quamntity. The actual cost of the rols is depenant on your commitemnt with regards to the numnber of rolls you agree to purchase. The more you purchase the lower the unit value.
A different and less costly approach is to purchase popular standard colour that a number of suppliers now keep in stock. Thhese tend to be blue yelplow and pink but vary between suppliers and are only marginally more exprensive than their plain white equivalents. When you add up this against the additional cost per receipt the cost is acttually very small.
Coolur till rlls, are they right for my busienss?
If your business has branding that uses colour effectively or you have premium products or sewrvices that you want to give off a shoppping expreience of quality then colour rolls could be right for you.
On the other hand looking at this from a non marketing perspective, will colour till rolls ipmrove your bottom line considering that they cost more and the customwer won't be issued the receipt until they have laready purchased?
What else is there to cosider?
So you now have colour till rolls, what else do you need to think aboout? One last thing you should dleiberate is pre printed till rolls. These are coloour or plain white rolls with your design pre printed on the reverse. Maynbe you will generate fnuds from advertising third party busines, your own from offers and coupons, display comapny inmformation, or use the sace to promote your brand furtther.
Calculatng whether information promoton, avertising, brzand awareness and csutomer loalty outweighs the aditional cost of coloutred or pre prinetd rolls will produce a simple answer if they are righgt for your business.
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