Retailing &Service Management (SIMA)

Cashback programs in ecommerce retailers: the choice between pure cashback and donation

Alessandro Signorini

 

 

A cashback program can be defined as an incentive strategy that is offered to consumers of certain products and services by which they receive a cash refund when they accomplish a purchase. In most cases, the cash refund is a simple percentage out of the purchase monetary value but can also be associated to specific quantities or depend on the time period (Christino et al., 2019). The cashback program can be restricted to specific segments of consumers (Vana et al., 2018).

 

 

#Cashback #corporate sponsorship #donations #loyalty programs