THEcashback,that in Portuguese means "cash back", it is a strategy that allows the customer to recover part of the amount spent at a certain online store, usually as credit for future orders. Its main function is to encourage repurchase and strengthen the relationship with the consumer, offering a sense of savings and motivating the return to the platform to enjoy their accumulated credits
According to a 2023 survey, promoted by IZIO&Co, loyalty and activation program platform for retail, thecashbackwas responsible for an increase of 83,5% in spending on purchases. Analyzing the behavior of 1,4 million consumers in 20 different retailers, there was a growth of 17,6% on the average ticket
Over time, thecashbackcontributes to the creation of a repurchase cycle,demonstrating that each transaction is valued by the company,that provides a tangible benefit to encourage new orders. However, although it is very efficient, it is essential that companies do not limit themselves to it, but invest in diversified loyalty strategies to maintain audience engagement
Main mistakes — what to do
A common mistake is to rely exclusively on this type of action, what can make a person value only the financial benefit, to the detriment of the complete experience. To avoid this, the cashback should be seen as part of a broader strategy,that highlights the quality of the products and the added value of the brand. Another fundamental point is the clarity of the terms of use. When poorly explained,the rules can generate frustrations and even drive away buyers
Using other tools
Apps that offer promotions and exclusive discounts for registered users, in addition to personalized content, provide a more direct and accessible experience, keeping the audience always updated on the best deals. Another interesting strategy is marketing automation, how the sending of emails and messages segmented based on purchase behavior, what helps keep the brand present in consumers' daily lives and strengthen the connection with them. The combination of different solutions is the most effective approach.For example, after a purchase, the customer can receive suggestions for related products or discounts, encouraging the strategic use of your credits
Attention to customization
A fundamental care when implementing loyalty tools is to ensure balanced personalization, without being invasive, always prioritizing user experience and respecting their data privacy. Communication must be transparent and clear to avoid possible confusions or frustrations. Furthermore, it is essential to monitor the impact of these strategies, avoiding excessive dependence on financial promotions
It is important to remember that true loyalty goes beyond the use of specific tools. Success lies in the balanced combination of financial benefits, quality of products and experience offered to customers. Creating value for your own audience at each stage of the journey is what ensures they come back, not only for the rewards, but by the trust in the brand and the satisfaction provided
