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Paper receipts are headed toward extinction, Today reports, as e-receipts increasingly become commonplace. But e-receipts may serve more of a purpose for merchants than is obvious. “Merchants see digital receipts as a way to ‘engage’ with their customers. Translation: They see this as a new marketing channel—an efficient way to sell you more stuff,” the report states. While collecting customer data can be difficult, e-mailing receipts is “a fairly effective and simple way to get accurate contact points for your customer base,” says one CEO. A recent Epsilon International report found that 83 percent of retailers offering e-receipts did so to obtain a customer’s e-mail address.
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