Cashback sites seem to be everywhere you look these days, but what value can they bring to a fashion brand?
Among the many types of publishers in the affiliate channel are cashback sites. Also known as incentivised publishers, these affiliates vary somewhat but all work in the same basic way - by passing either part or of all of their commission on to the consumer as some form of ‘cashback’.
There are numerous benefits cashback sites can offer, the first being significant volume. With an economic downturn making saving fashionable, and with two of the UK’s biggest cashback sites, Quidco and TopCashBack, both undertaking big offline marketing campaigns of their own, the cashback format is becoming increasingly mainstream. As a result, we are starting to see consumers using cashback sites as they would a search engine or shopping directory, specifically looking for the brands they know they want to shop with. From a brand’s point of view then, cashback sites can provide highly targeted traffic and can allow you to appear in front of an engaged user base alongside far fewer competitors than you may normally be appearing with.
This shift in the way cashback sites are used puts them in an ideal position to drive incremental sales. One of the challenges brands sometimes face is ending up in competition with their own resellers; by offering cashback, a brand can entice consumers to purchase direct and can build brand loyalty at the same time.
The cashback model can also be very flexible. You can concentrate your offering on any brands or categories you want to push, or alternatively, can restrict or exclude cashback in the same way. Your network will not only help you to implement this but can also advise you on how best to harness this flexibility to strategically drive sales in your target areas.
Crucially, it’s important to remember that ‘cashback publisher’ is something of an umbrella term which includes ‘employee benefits’ and ‘charity fundraising’. Employee benefits publishers run staff incentive/benefits schemes, usually for large companies, meaning they have a closed group of highly engaged users. Fundraising publishers meanwhile, allow users to donate their cashback to charity, bringing advertisers the benefits of the cashback model and at the same time, helping to create a positive brand image for participating advertisers.
With such variety and versatility, cashback sites can play an important role in a brands’ affiliate program. As a means of both gaining brand exposure and also as a driver of incremental sales, they provide an opportunity which should not be overlooked.
Viktorija Jonikane |Webgains