eReceipts: Everyday Rewards
One of the projects I was very involved in was the introduction of eReceipts to the Everyday Rewards app at Woolworths. This was a natural progression from the introduction of the Everyday Rewards app, which allowed people to boost their shop digitally.
I produced A/B test copy and wireframes through collaboration with our internal designers using Figma, which we used in customer testing interviews with the Woolworths marketing team.
Essentially, through this testing we identified a need for users to have easy access to ereceipts. Paper receipts were easily lost, faded, and were also bad for the environment.
Receipts are important to people for expense tracking, budgeting in a time where customers were increasingly concerned about the cost of living - we wanted to make it easy, seamless and stress-free.
This was also developed at a time where COVID was of increasing concern, so there was a desire to get in and out of stores as quickly as possible, with the least contact with the terminals as possible.
We gave customers the option to turn off paper receipts in the app, so they didn’t need to press yes or no to receipts at the terminal when they shop.
Everyday Rewards’ slogan ‘enjoy a little more everyday’ needed to come through to the ‘little’ things like receipts - showing that Woolworths cares from the start to the very end of the user journey. In a time when anxieties were high, it was really important that customers felt like they could trust everyday rewards to guide them through something as integral as shopping for the essentials.
I worked on a messaging hierarchy with our goals, which included increasing awareness of eReceipts, understanding the reasons to use ereceipts, and driving users to take the opt out of paper receipts option.
Based on the customer needs we identified, I developed primary messaging including:
‘Go digital with your receipts and help build a greener future’, consolidated by the proof point that each Everyday Rewards member prints out 30 metres of receipts each year
‘eReceipts are a one-stop-shop to view your… (purchases and savings, tax receipts, parking vouchers, special offers etc.)’
‘Say goodbye to lost and faded paper receipts - opt out of paper receipts and enjoy ereceipts at your fingertips’
These were seamlessly and consistently worked into website, script and campaign copy, with clear and concise microcopy that took users on a journey that made their everyday a little simpler, safer and better for the environment.
Results
Everyday Rewards ereceipts were successfully adopted and remain to this day, with a favourable increase in customers who took up ereceipts following its introduction and subsequent campaign.