Cashback, personalized discounts associated with a bank card, is in vogue today, and more and more banks are associating this offer with their bank card. Benoit Gruet’s explanations, president and co-founder of CDLK which notably supports the Crédit Agricole and Société Générale groups in the deployment of their cashback program.
This type of loyalty program allows consumers to automatically benefit from personalized discounts when paying by bank card with partner merchants. (a magazine, online or via vouchers). Beneficial for the customer who saves money on their daily expenses, this digital payment marketing solution also presents numerous advantages for the program’s partner merchants, whether independent and local businesses and large brands. By registering with a bank cashback platform, the merchant benefits from additional traffic and targeted visibility to a large audience that is the bank’s customers, i.e. several million within large banking establishments. The brand thus improves its notoriety among a qualified target and on the lookout for good deals.
Un outil drive-to-store
Cashback is also a powerful drive-to-store tool that promotes traffic in-store and online. The specificity of this type of program is the possibility for the partner merchant to set up very targeted campaigns, depending on the channel and consumer profile (recent customer, old customer, non-customer), and promoting attendance and average basket. Finally, the bank provides merchants with personalized reports based on payment data. These reports not only make it possible to precisely follow the analysis of their business (penetration level, market share) and the performance of the campaigns implemented (ROI), but also to obtain key indicators on behavior and consumption habits according to geographic area and sector of activity. The brand thus has all the keys in hand to set up targeted and personalized communication campaigns according to customer profiles and meeting marketing objectives of customer acquisition and loyalty..
Performance marketing
Within the digital marketing ecosystem, the banking cashback solution is positioned in the field of performance marketing (Pay-Per-Sale). It proposes to extend the system of cashback offers to all brands, whether in physical stores or on the internet. (versus only e-commerce as was historically the case via affiliation by cookies). Fintech is the leader in bank card cashback solutions in France, with more than 4,3 million members, more than 17,000 points of sale referenced and more than a billion transactional data processed annually.
