The primary function of the POS printer used to be simply to provide a proof of purchase, but now they can be used to communicate more to the customer. The POS has evolved from a simple audit trail to a communication vehicle. Promotions used to be expressed on pre-printed paper, or the POS left text messages at the bottom of the receipts. These messages, however, often went unnoticed.

Printers are now information providers. Graphics and messages on receipts lead to higher visibility from the customer, which gives receipt messages an advantage over radio, stuffers and signs, since the customer always takes the receipt. POS receipts have the highest probability of being kept by customers, while its cheaper for the company than other forms of advertising and communication.

Also, CRM (Customer Relationship Management) has gained in importance so it's important to know who your customers are and target them as individuals. New technology such as color graphic printing catches the attention of the customer, which allows retailers to drive down the cost of other advertising expenditures. Only the color graphic thermal receipt printer can bring cost reduction and revenue generation comparable to other technologies aimed at improving speed, efficiency, security, etc.

With the advent of color thermal print technology, the POS printer has begun to expand its value. What was once a simple receipt generator has become a low cost effective marketing message delivery tool. By using a necessary expense (the receipt printer) to deliver targeted messages to patrons, the retailer can save money that would have been spent on more traditional means of message delivery. Market research into the amount of savings indicates that any additional expenses incurred by operating two color thermal receipt printers at the point of sale are more than offset.

Retailers can leverage their receipt printers by developing promotional messages on their receipts to encourage revisiting their store. For example, receipts can be used to offer coupons and other cash saving devices so there becomes a reason to save the receipt. Messages can be tailored towards specific audiences and promotions can be generated for them at will in order to entice more frequent purchasing.

Receipts can also be used to stimulate customer specific satisfaction via loyalty rewards with color graphics for instant gratification. They can also be used to create a better business environment. For example, they can be formatted to say "Hello" from store management right on the receipt.

By using the receipt printer to deliver incentive based and non-incentive based marketing messages, the receipt printer takes on a new meaning. It is no longer a transaction-recording device, but rather a communication device. Todays technology has made it possible for the retailers imagination to be the only limiting factor in the creation of the message. Multiple manufacturers of POS printers have added both color and graphics capability to their product lines, and software upgrade modules make it no longer necessary to purchase a costly application upgrade to make use of printing features. Thermal paper manufacturers continue to add color options, making it easier for a retailer to create messages that stand out on the receipt and to build brand awareness by displaying store logos in true colors.