Digital Receipts Help Longchamp Drive Customer Engagement

Leather goods house, Longchamp, best known for one of the world’s bestselling bags, Le Pliage, has created a new marketing channel via digital receipts resulting in a 73% open rate and a 5.5% click rate.

According to Yocuda, a leader in dynamic digital receipts, the affordable-luxury brand delivered 590,000 of them in 2024, helping the French brand to increase post-purchase engagement and lift its omnichannel experience for customers through better personalization.

Longchamp—which in April reopened its flagship store in SoHo, New York with a head-turning design from British architect-designer Thomas Heatherwick—is stepping up its digital comms with customers and the boring receipt is a new avenue of exploration.

Yocuda claims it can “close the loop” on the in-store-to-online process while also reducing receipt printouts. Consumers are wary of their data being captured in-store after a surge in data breaches of late including at North Face and Cartier. However, Longchamp’s experience suggests that many of them are happy to share limited information like email addresses.

Longchamp—founded by Jean Cassegrain in 1948 and still family owned—first partnered with Yocuda in 2021 and has rolled out digital receipts across 135 stores in 23 countries worldwide, replacing traditional PDF receipts with ones that are dynamic and personalized. Last year the brand sent out almost 600,000, roughly half of the total it has ever sent.

Receipts get a makeover

These receipts, are claimed by Yocuda to go beyond a simple proof of purchase by offering other features from tailored recommendations and brand content, to customer language preferences.

For example, a French shopper visiting the New York flagship Longchamp store in SoHo, can opt to receive their receipt in their native language rather than in English, ensuring a more tailored experience. This is controlled by a content management system accessed via Yocuda’s portal. The portal also provides detailed reporting across all countries and stores, down to individual store associates so the brand can monitor digital receipt adoption and engagement worldwide.

From Longchamp’s side the aim is to strengthen customer relationships post-purchase and also achieve sustainability goals. Longchamp’s use of digital receipts has cut paper waste, saving 1.4 tonnes of carbon emissions in just one year. The digital receipts were integrated into the company’s existing point-of-sale system and, to date, the solution has processed over 2.3 million transactions and delivered over 1.2 million digital receipts globally.

Engagement after the store purchase

Benoit Schmid, Longchamp’s IT retail manager, commented: “To improve the experience, we decided to completely redesign our store concept, and we needed to reflect that change in the digital aspect of the customer checkout as well. The customer journey no longer ends when they leave; instead we can continue to engage with them by sharing our latest products, collections, and brand stories directly in their inbox.”

Edward Drax, managing director of Yocuda said that in future there would be opportunities to further enhance the digital receipt features. By leveraging this often overlooked element of the customer journey, Longchamp hopes to unlock new ways of reaching its consumers.

According to Yocuda—which is part of Global Blue, the tax-free shopping refund player and data provider—its receipt solution can identify more than half (between 50% and 80%) of in-store customers and drive multichannel purchasing. So far, the company has processed over 2.3 billion receipts and identified over 225 million customers, working with brands like M&S, Decathlon, Brunello Cucinelli, Sainsbury’s, Puig, and Sephora, as well as Longchamp.