How we’ve improved Sainsbury’s digital receipts for all our customers
How we improved our online shopping receipts for all our customers
Shopping digitally is a great thing for many it’s the convenience that’s a main factor. But for others is being able to shop more comfortably. Either it’s because the environment in which they shop is more familiar, where they have more control. This could be a calmer spot at home in a comfy armchair, or it might be the fact that they are familiar with our online store, so it’s easier for them.
In either case the customer has more choice on where and how they shop, so it can be done on their terms and done in a way where they can use any assistance they use in their daily lives.
We’ve done a lot of work at key parts of the journey to enable customers to have this choice. However after they’ve got their order we were still using the in-store paper receipt. So to make this information more accessible to all we’ve looked at digitising these receipts.
This also has the benefit of enabling us to optimise how we process the orders by moving it away from traditional tills, as we’ll no longer be reliant on the paper receipt that is printed from them. Saving paper, as part of our ambition to go carbon neutral in 2040, and also having the benefit of reducing the cost for the paper and also the time to process through a till.
To help us understand any potential customer experience impact of this different receipt format, the XD team are supporting the customer service team. We‘re trialling ‘E-receipts’ across 23 stores and increasing the trial size, with another 50 stores going live soon, so that we can learn more and adapt as we go. In the current 23 trial stores there are around 11,000 receipts sent out a day.
We’re gathered customer feedback from the trial, with the main points being identified as:
- The text size was too large, which meant more paper was needed if the customer choose to print them.
- Customers wanted to know about the Nectar points they earned.
- It was hard to view the PDF on mobile.
So we’ve reduced the text size and prioritised the information. While also adding Nectar points earned to the receipt.
From this feedback we could see that again giving customers choice on where to save this and also how they want to read it, would provide a better experience for all. So we started exploring how ‘E-receipt’ could be shown as a responsive web page instead of a PDF. Giving customers choice of a font size that’s comfortable for them to read and makes the information most legible and understandable for them and also helping customers view the receipt across devices and with assistive technologies.
Have a look at some of the other things that the team have been up to:
Find more examples of work from our talented colleagues, via our work page.
