Case Study: How Shoppers Use Cashback Sites to maximise savings

Business Aims

A number of our retail clients wished to understand shopper attitudes towards cashback sites (such as Quidco, Top Cashback).
How do shoppers use the sites as part of their online shopping experience? Who are the main demographic of users of cashback sites? What are the challenges and opportunities for retailers who use cashback sites as part of their affiliate marketing strategy?

Marketing Sciences Solution

Syndicated study (funded by three of our retail clients and Quidco, the number 1 cashback site) of 1,000 cashback sites users via our New Vista Online Panel.
Nationally representative telephone omnibus to gauge awareness and penetration levels of cashback sites (without the bias of conducting the research online.)

Client Impact

The research highlighted some key issues, opportunities and threats to merchandising via cashback sites for the retailers who subscribed to the study.
Quidco used the findings to tailor its own website and marketing materials based on knowledge of their key demographic.

Highlights of the findings of this study were presented by Marketing Sciences and Quidco at the Retail Research Conference in April 2011