Sep 18, 2006

Is China ready for sophisticated card marketing concepts?

Is China ready for sophisticated card based marketing concepts? Will consumers respond to promotions printed on a credit or debit card receipt?

I wrote some time ago about official, government issued, pre-printed receipts that Chinese merchants give their customers. The government had the neat idea of including a scratch-off award section on the receipts, so customers are encouraged to ask merchants for the receipts in hope of winning random prizes (see what the receipts look like here).

There’s now a new twist on the concept.

The prior receipts were provided in set denominations, like 1, 20 or 100 Yuan, but now cash registers are able to print the exact amount of the purchase on printer paper that includes the scratch-off section, making it much easier for merchants to deliver receipts automatically.

The scratch-off section is at the bottom of the receipt. In the example in this picture (click on it to enlarge it), the words for "Thank you" appear, meaning the customer didn't win anything.

I have recently seen Chinese teenagers, and some not-so-teens, take turns scratching off the award section when paying at a restaurant.

“It’s my turn, you got to do it last time!”

“Did not!”

“Did too!”

Will Chinese customers pay attention to little promotional offers at the bottom of a credit or debit card receipt, for example for a buy 1 get 1 free meal or some other merchant offer? Of course they will!

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