How to Increase Revenue by 11% and Influence Customers
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Green Hills supermarket, an independent one-store operation out of Syracuse, NY, is always looking for new ways to target customers, increase sales and influence customer behavior - without investing a lot of money. Targeted messaging is an integral part of Green Hills marketing strategy and has - to date - been quite successful. They wanted to deliver targeted messages to their customers at the point of sale. Green Hills, as with many other retailers, is also concerned with the high cost and questionable effectiveness of the traditional mediums (FSI coupons, radio ads, direct mailers, etc…) used to communicate with their customers. In addition, they want solutions that do not interfere with their current IT infrastructure and can be easily used and maintained by non-technical employees. After an introduction to TPG’s A760 hybrid two-color thermal printer and ReceiptEZ™ marketing software, Green Hills realized they found the solution for their marketing need. With equipment and software installed and a couple of hours training from a TPG team, Green Hills was up and running customer specific promotional messages on their new TPG printers. Green Hills immediately set out to determine the value of this new marketing tool and to test its ability to effect customer behavior. What they found was amazing - an incredible 11% increase in sales.

One Simple Way To Increase Revenue By 11%
Using field trial data collected from January to April 2004 and compared with data from the same period as last year, they concluded that ReceiptEZ coupons were directly responsible for an 11% Increase in Sales from customers redeeming coupons. Being a one-store operation that is surrounded by big box chain retailers, Green Hills was happy to know that they had such a powerful weapon at their disposal.

Want To Be Responsible For Increased Customer Visits?
After running their program for 4 months, Green Hills realized that ReceiptEZ based promotions increased the activity of Households shopping in their store by 5%! Customer loyalty and frequent shoppers programs have long eluded and confused grocery retailers, but not Green Hills. By utilizing the latest database technologies and cutting edge marketing principles, Green Hills has navigated its way to the front of the supermarket industry in terms of profitability and loyal customers. Now, ReceiptEZ will help keep them there.

How To Convert Cherry Pickers Into Frequent Shoppers
Opportunistic shoppers, who regularly swoop into stores for on-sale items only, have long frustrated grocery stores. It came as a pleasant surprise to Green Hills when they realized that their ReceiptEZ campaigns had increased the number of active Tier 5 (cherry pickers) shoppers by 34%. It seemed as if the cherry pickers were not just pouncing on the sale items, but were shopping there on a more regular basis.

Better Than Other Mediums At Getting Your Customers Attention
It was determined that an average of 9% of Green Hills shoppers used TPG’s ReceiptEZ’s coupons. People look at and keep their receipts; ReceiptEZ promotions get noticed. They also found that TPG coupons have an average redemption rate of 6%. FSIs and Sunday circular coupons have an average redemption rate of under 1%.

Know The Secret To Changing Customer Behavior
Promotions designed to increase household activity in the Green Hills bakery department resulted in targeted households spending 57% more on baked goods - compared to what they spent during the same time period in the previous year.

Who Wants To Drive Sales of Higher Margin Goods?
The Green Hills field test revealed that coupon redemption for higher margin goods averaged 4% to 5%. With increased competition and the smallest margins in the retail industry, it is good to know that ReceiptEZ is effective in moving private label, prepared foods or other high margin goods.

The Trick To Increasing Basket Size
It was noted during the study that the average basket size for targeted customers redeeming Green Hills/TPG coupons increased by 18%.

Tell Your Boss That You Can Turn His Customers Into Gold
After running one ReceiptEZ promotion that lasted several weeks, Green Hills was able to increase the category of shoppers spending over $100 per visit (Gold Customers) by 13%.

A Simple, Affordable Way To Talk To Your Customers
It was determined that 71% of Green Hills best households used TPG coupons. With an average coupon creation time of 20 minutes, ReceiptEZ’s lead and implementation time outperforms those of other marketing mediums.

ReceiptEZ For Life
After examining the data from the test, Green Hills expressed their pleasure with the results. ReceiptEZ not only allowed them to increase sales and offer a cost effective way to communicate with their customers; it also demonstrated the unlimited potential of the receipt as a valid marketing and behavior-changing vehicle. An executive from Green Hills noted, "We will continue to use ReceiptEZ and the A760 printers as integral pieces of our marketing campaigns."