Scottish luxury country lifestyle retailer House of Bruar has seen a 70% open rate on its digital receipts, challenging the idea that older shoppers are slow to take up new retail technology.
The store, often called the “Harrods of the North”, introduced dynamic digital receipts with Yocuda, part of the Shift4 group. Its largest group of visitors is aged 55 to 64, and there were early concerns about how they would respond. In practice, shoppers have engaged strongly with the new digital channel.
The results
- 70% open rate: more than four times the typical retail marketing email benchmark of 17%.
- 6% click-through rate: nearly nine times the retail average of 0.7%, sending in-store shoppers on to online catalogues, product recommendations and brand content.
- In-store identification: staff capture and check email addresses at the till, linking online and in-store shopping data.
- Digital gift receipts: shoppers can send paperless gift receipts with a personal message, giving House of Bruar a way to invite gift recipients to sign up.
Before the change, House of Bruar had limited visibility of how customers bought in its physical store. Digital receipts have turned everyday transactions into useful touchpoints after a purchase.
What the team says
“Digital receipts have been a valuable addition to the in-store customer journey, giving customers a convenient, paperless way to keep track of their purchases while also creating another touchpoint with House of Bruar,” said Ali Black, Head of Retail at House of Bruar. “While some customers may choose to continue their journey online rather than return to store, this still benefits the business by keeping customers engaged with the wider brand and making it easier for them to shop across both our physical and online channels.”
Iain Jackson, Head of IT, said: “As we run a legacy POS, integration was the part of the project we expected to be most difficult. In practice, Yocuda worked around our existing setup, built and tested the integration on our test POS, and we went from project start to live across all tills in just a few weeks, without needing a third-party integrator and with very little demand on our internal team.”
John Hodge, Head of E-commerce and Mail Order, added: “Digital receipts have helped us bridge the data gap between our in-store and online customers, giving us greater visibility of customers who previously may only have interacted with us in store. This has allowed us to better connect their online and offline journeys, build a more recognised picture of customer behaviour and, importantly, continue engaging with them beyond their visit to House of Bruar.”
About Yocuda
Yocuda (Your Customer Data) provides dynamic digital receipts that help retailers identify customers, drive engagement and connect data across channels. Part of the Shift4 group, it has 15 years of experience, has processed more than 2.6 billion receipts and works with retailers including Argos, Booths, Decathlon, Fred Perry, Longchamp, PUIG, Mulberry and Sephora, in more than 60 countries.
