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Cashback: a successful sales option to relieve pressure on spending

Well-established in English-speaking countries, cashback attracted French consumers in 2022. Driven by inflation and households budget constraints, this option is a marketing lever, allowing consumers to regain purchasing power and retailers to build loyalty and win new customers. The key figures and prospects of this market are analysed by the team at mind Retail.
Through Sophie Baqué. Published on 03 April 2023 à 15h29 - Update on 05 April 2023 à 17h41

The context

Created in the U.S.A. and well established in the U.K., Canada and Australia, cashback has been making timid progress in France for over 15 years. The option attracted price-conscious shoppers, without managing to convince a wider fan club. However, since 2021 and even more so for 2022, cashback has won over this audience. At Naomi for instance (Valiuz), the number of users rose from 70,000 to 400,000 in one year, an increase of 470%.

Several elements explain such dynamics. From September 2019, with the PSD2, payment transaction data from European banks is accessible to all players via an approved aggregator.…

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