Dorothy Perkins heads up Mailjet e-receipts research

15 of the UK’s top 30 High Street clothing labels are failing to offer any kind of e-receipt to customers when shopping at their physical stores, according to research from Mailjet.

In the UK, around 11.2 billion receipts are printed each year, at a cost of at least £32 million. Uniqlo, Dorothy Perkins and Evans came out top when it comes to proactive promotion of e-receipts via signs or tablets in-store.

Mailjet’s Michyl Culos comments: “Consumers have been making a clear call for the fashion industry to lower its environmental costs. Last month, online platform Rent the Runway, allowing people to rent rather than buy their clothes, was valued at $1 billion. When it comes to the High Street, there is room to revitalise methods long considered standard, like paper receipts, and reduce environmental impact by going digital.”

While many brands are doing this for ecological reasons, they are also exploring how else this new format can be leveraged. Every brand tested, with the exception of JD Sports, Mango and Selfridges, included a customer survey within their e-receipts. New Look, Dorothy Perkins, Miss Selfridge, Topshop, Evans, Wallis and Urban Outfitters all offered rewards and incentives in exchange for feedback on the in-store shopping experience.

Many also capitalised on the opportunity to direct customers to other marketing-friendly channels. JD Sports scored full marks for including a phone number, email and dedicated support Twitter handle, alongside social media and app links. Debenhams and French Connection were also praised for including store locators as well as social links.