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Here’s a cool idea from Tesco, who are looking to monetise as much of their store experience as possible in the face of tough economic conditions.

Until July 22nd Tesco ATM receipts will double as discount vouchers on a range of products available instore. If successful, it’ll be rolled out nationwide.

I like this idea: it means a previously worthless piece of paper is now transformed into the driver of a sale, and Tesco have another means of pushing you in the direction of products they want to sell, e.g. special offers. These vouchers will work better than clubcard ones which arrive in the post; there is a shorter lag time between receiving the voucher and stepping in store, so the customer is more motivated to buy and less likely to forget to use the voucher.

As a bonus it will cut down on the number of people who leave their ATM receipts blowing round Tescos car parks and also encourage more people to use their ATMs over other providers; great when many tesco ATMs (especially at Tesco express locations) compete with banks and other institutions along the high street.

Tesco hopes to issue 5m vouchers during the trial, and I would be surprised if this form of advertising doesn’t catch on amongst other retailers and high street ATM providers.

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