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Wal-Mart looks to innovate with an e-receipt

April 23, 2014

Online credit card processing pages and other elements of e-commerce have already had a major effect on traditional storefronts across the world.

Online credit card processing pages and other elements of e-commerce have already had a major effect on traditional storefronts across the world. Showrooming, for example, is a major concept that all retailers have to consider now – and it never would have existed without the success of e-commerce. Now, brands like Wal-Mart are looking to get ahead of the game by linking their in-store offerings to online commerce in an even closer manner.

Starting next week, Wal-Mart will begin allowing consumers to receive a digital receipt via email rather than a printed receipt at their in-store credit card terminals, according to a recent Internet Retailer report. The company reports that this will enable it to accumulate large amounts of data in regards to shopper purchases, which will allow them to more easily advertise to the consumers who do choose to receive the e-receipts.  

“We view this as a platform,” Gibu Thomas, senior vice president of mobile and digital media at the company, explained to Internet Retailer. “It will produce a fire hose of transactional data … It’s like a loyalty program without the loyalty card.”

Gap is another organization investing in the future of online commerce
In fact, there are many different companies working toward the future of e-commerce. One of them is Gap – who recently announced it would be investing $300 million into their digital offerings. One of the company’s top aims is to institute “responsive design” into its mobile applications, e-commerce webpages, and online debit card and credit card payment processing pages – a concept a company representative recently explained to concerned parties. 

“The opportunity to better monetize the huge amount of incremental traffic coming off of this device we see as very significant, and you will see pretty radical progress in our mobile Web experience, and the experience delivered to this device over the course of the next several months,” Art Peck, president of innovation at Gap, recently explained to investors, according to Mobile Commerce Daily. “Responsive design – a big buzzword in the industry. What it means is you design your Web site once. By rule of configuration, it automatically reconfigures the content according to the real estate size.”

Additionally, the report noted that the Gap is currently testing mobile point of sale terminals in a number of different locations – with an eye toward instituting loyalty programs and more personalization efforts via those devices in the future.

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