I’ve noticed that there are some interesting differences in how banks serve you receipts at their branded cash machines. It seems that receipts are used by some banks to reinforce brand values.
Take money out at a Barclays cash machine and you’ll be encouraged to request a receipt for a chance to win Premier League tickets. This reinforces the bank’s sponsorship of one of the most watched sporting leagues in the world, implicitly suggesting they are similarly large and formidable (and therefore safe and trustworthy perhaps). It’s also a way of giving something back to both customers and non-customers alike. This may increase affinity to the brand and for those that do accept a receipt, they retain a branded item in their wallet or purse as a reminder.
The Co-operative Bank
In contrast, The Co-operative Bank goes out of their way to discourage customers from taking a receipt. They show a screen specifically asking if the customer would like a receipt or not, reminding them to only take one if needed to help save paper. Pointing this out questions and potentially breaks the habit of customers who unthinkingly request a receipt. In doing this, they reinforce their positioning as an ethical, ‘green’ bank every time one of their cash machines is used.
The vast differences in such a minor item as a cash machine receipt show the importance of considering every touch point a customer has with a brand, and to think about how they can be used to subtly affect customer opinion and behaviour.