Rethinking digital receipts in omnichannel retail
Despite 84% of retailers offering digital receipts, many still treat them as static records, transactional records, overlooking their potential. In reality, digital receipts are one of the most underutilised yet powerful tools in a retailer’s omnichannel mix.
We spoke with Lee Metters (LM), Brand Partnerships & Retail Media Lead at global affiliate and partner marketing network, Awin, and Matthew Hildon (MH), European Retail Director at experience innovation company, Valtech. Together, they explore how retailers and brands can use digital receipts to bridge the gap between in-store and online channels, unlocking invaluable insights to elevate the customer experience.
With 71% of UK grocery shoppers opting for a digital receipt when given the choice in-store, how should retailers and brands rethink the role of digital receipts in today’s omnichannel shopping environment?
LM: With a significant number of UK grocery shoppers opting for digital receipts, it’s clear that consumer appetite is strong. Yet, many retailers and brands still treat them as little more than proof of purchase, missing a major opportunity. Digital receipts hold a wealth of transactional and customer behavioural data, traditionally accessible through only online interactions and purchases, that can be used to help brands understand their customers on a deeper level.
Never Miss a Retail Update!However, not all customers will willingly hand over their email for a digital receipt. Therefore, brands must incentivise customers to do so. For example, they can offer a third-party gift in the digital receipt, such as a free trial or exclusive discount for a complementary service. When customers see a tangible benefit, they’re more inclined to opt in – boosting consent rates and the quality of captured data.
MH: Too often, retailers treat data capture as an ecommerce-only play. But in-store sales still represent most of the revenue in retail, so ignoring in-store data creates a massive gap in customer insight.
By linking an email address to a physical transaction, you can start building a more complete and consistent customer profile, regardless of channel. This allows retailers to move beyond isolated transactions and towards what we call intelligent experiences – experiences that feel seamless, connected and tailored to each customer’s habits and preferences.
This isn’t about tech for tech’s sake. It’s about recognising that omnichannel doesn’t mean digital vs. physical, but it means digital and physical, working together – and that’s where personalisation, loyalty and long-term engagement really begin.
How can retailers and brands use the first-party data from digital receipts to create more connected and relevant customer experiences?
LM: By capturing the who, what, where, and when of each in-store purchase through digital receipts, brands can build rich customer profiles that span across in-store and online to enable smarter targeting. For example, let’s imagine a customer buys workout clothes in-store and opts for a digital receipt at the checkout, with those insights, they can be seamlessly retargeted with related offers for gym memberships, protein shakes, or wellness apps. This creates an ecosystem of relevance around the customer’s interests, reducing frustration from irrelevant promotions and offers that can push customers away rather than draw them in.
MH: It enables retailers to accurately identify their loyal customers, and tailor their communications to reflect a shopper’s full history, not just their last online transaction.
For instance, a customer who regularly shops online and in-store, may appear, on paper, to be a mid-value online shopper. But when connected through digital receipts, that customer might suddenly jump into a top-tier loyalty bracket. That shift has a direct impact on how you segment, engage and retain them. Once the data is unified, you can begin delivering intelligent experiences: dynamic, data-led interactions that feel relevant in the moment. The goal isn’t more data, it’s better data – and digital receipts offer one of the most accessible and underutilised ways to get it.
In terms of long-term business growth, what opportunities do digital receipts offer retailers and brands?
LM: When woven into a retailer’s digital strategy, digital receipts can be a powerful tool for long-term growth and customer retention that go beyond basic proof of purchase. The data and insights derived from digital receipts help brands and retailers to identify and forge strategic partnerships with other brands for cross-promotional opportunities. These kinds of offers keep customers engaged and increase the chance of repeat purchases. They also help brands and retailers to reach new audiences and open new revenue streams and customer acquisition channels, all contributing to long-term business growth.
MH: Digital receipts aren’t just a transactional follow-up; they’re a long-term growth lever. If implemented well, they help build customer trust, deepen loyalty and unlock meaningful insights that fuel strategic decision-making.
Ultimately, digital receipts are a low-friction entry point into intelligent experiences helping retailers turn anonymous footfall into long-term customer relationships – and that’s where -growth really happens.
