The way customers tip has been changing significantly in recent times – whether it’s in cafes, restaurants, e-shops or services. Previously, it was a small “extra” as a thank you for a customer service job well done. Today, tips are often an integrated part of the payment process and appear even in places where we wouldn’t have expected them a few years ago. This trend also has an impact on entrepreneurs – either directly or indirectly.
Terminals actively “suggest” the amount of a tip
Moderní platební terminály dnes běžně zobrazují volbu dýška ve formě procent (např. 5 %, 10 %, 15 %). Ať už jde o obsluhu v bistru nebo o kurýra, zákazník je při placení veden k přidání odměny. Dříve se částky zaokrouhlovaly, dnes je spropitné více řízené technologií než impulsem zákazníka. Některá platební řešení zase nabízejí předem definované pevné částky, například 10,20 nebo 30 Kč atd. Na trhu vidíme, že poskytovatelé hledají různé cesty jak „dýško“ zvýšit.
Tipping before service?
The timing of when a customer tips is also changing. More and more often, customers are asked to add a tip before the service is even provided – for example, when making contactless payments or ordering online. If the service does not meet expectations, the tip is still paid and returns are not common. This somewhat negates the essence of tipping as we know it – it is supposed to be a reward, not an automatic part, at least in our region. There are countries where tips are entered automatically, but more on that in a moment.
Where we see a shift is, for example, the delivery of a package or food to your home. In ordering systems such as Bolt Food, you can tip the courier who brings your food in advance, but you can also do so afterwards. Taxi services are another area where tipping is almost standard. So you can see that large companies often use tipping, but if a small pizzeria delivers your food, it usually does not offer this service - while if you get a hot pizza with a smile on your face, you are happy to tip. Small traders are losing money on more couriers, which are increasingly difficult to find.
Tipping in the world of e-commerce
An interesting trend is the introduction of tipping in e-shops. Some platforms give customers the opportunity to contribute to warehouse or logistics people - even if they do not come into personal contact with them. This opens up a new way for retailers to motivate employees, but also to create an emotional connection with the customer.
Inspiration from the USA?
In the US, it is common to tip 15-20 % for almost everything – and this approach is slowly catching on in Europe. In some industries, tipping is now essentially a duty or expectation, not a bonus. This raises an important question for salespeople: Do we want to adopt this approach here? And how do we explain it to customers?
What can you do about it as a marketer?
- Consider integrating tipping into the payment process, but transparently.
- Offer a tip as an option – for example, only for certain services or people on the front line.
- Explain to customers why tipping is in place – whether it's team motivation or better service.
- Test different variations: flat rate, percentage, possibility of retroactive adjustment after service.
How can we help you?
U všech našich produktů v katalogu, které nabízíme si můžete vybrat, zda nabízejí spropitné či ne. Naše doporučení je především pro malé obchodníky začít spropitné ve svých službách využívat, může to být zajímavé přilepšení pro vaše podnikání. Nikdy ovšem nepřekračujte jakousi „korekntní hranici“ v rámci jaké služby a v jaké výši si o spropitné řeknete. Může to ovlivnit váš vztah se zákazníkem. Kde lze spropitné doporučit? Náš návrh je:
- restaurants and cafes
- services – for example, hairdressing, barbershops, beauty salons, health services, etc.
- delivery of goods or food
- taxi service
English (UK)