Smart VARs Leverage The Untapped Marketing Potential Of Paper Receipts
By Jay McCall
This retail marketing company’s cure for the common receipt led to rapid expansion with a wellknown ice cream and dessert retail franchise that’s now being implemented by more than 200 stores.
MMost retail VARs have concluded that selling POS systems and bundling services is the best way to run a successful channel company. In fact, most VARs don’t give a second thought to peripheral technologies such as scanners and printers. But, Jon Cassell, VP of business development at SmartReceipt, is capitalizing on this overlooked opportunity. SmartReceipt started five years ago as Nutricate, a company that provided nutritional information on customers’ receipts. Over the years it evolved to include targeted messaging that can be adapted to any kind of retailer. “We’ve developed our solutions to be POS agnostic,” says Cassell. “It captures the print stream from the POS before it reaches the printer, and formats the message on the fly to create the final receipt, which could include a coupon, survey, or other brand messages.”
One customer win that highlights SmartReceipt’s ingenuity is with a franchisee that expanded his sandwich franchise to include a well-known ice cream and dessert franchise. “The franchisee had used our solution with great success at his sub shop, and wanted to implement it in his other franchise brand,” says Cassell.