2023-07-18 02:00:00
To be reimbursed – fully or partially – for your purchases by filling out a (small) form and photographing your receipts, this is the principle of cashback. A marketing technique which, with inflation, has been attracting more and more Belgians since the start of the year.
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“Consumer interest in our services has continued to grow since January,” says Guillaume Durand, director of Shopmium, a French company specializing in cashback whose free app accounts for 300,000 monthly connections in Belgium. “If we compare the figures for the 1st quarter of 2023 to those of the previous year, we see an increase in our new users of around 13%. That’s huge.”
Another important figure: “Compared to 2022, reimbursement requests for the 1st quarter are up 23%”, underlines Shopmium, whose application has already been downloaded 750,000 times since its launch with us in 2018.
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“Whether in Belgium or elsewhere in Europe, we feel that cashback is on the rise. Due to inflation, more and more consumers are showing interest in promotions, regardless of whether they benefit from them at all. immediately at the checkout or that they have to take a few steps later”, analyzes Guillaume Durand, who notes a change in mentalities. “Today, more of them are claiming the money that can be reimbursed to them, contrary to what we observed before. This is a development specific to the crisis we are going through, just like the fact that we now sees people with above-average incomes turning to our offerings.”
“Up to 50 euros per month, on average”
In a Belgian market traditionally very favorable to promotions, cashback is therefore making a nice breakthrough, helped by the rise in prices but also by the growth of digital. “In addition to people’s perceptions, which have changed over the months – those who used to be called stingy are now considered smart people who optimize their budget – the more frequent use of smartphones has opened up new possibilities for consumers. Belgians. Now they know that they can save money other than by using physical coupons”, emphasizes Guillaume Durand.
However, not all cashbacks have the same success with Internet users, as MyShopi, the largest online promotions platform in Belgium, points out: “It largely depends on the type of product, the brand and the discount. ” It is up to the manufacturers to be sufficiently generous and to the intermediaries not to be too greedy to reimburse consumers as much as possible… and to retain them.
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“Someone who optimizes the use of our application can hope to save between 30 and 50 euros per month, on average”, estimates Shopmium, which reimbursed 315,000 euros to its Belgian users in 2022.
Present since 2010 in Belgium, MyShopi – whose free application has been downloaded by 1.4 million users – claims to have reimbursed more than 6.7 million euros to its users in the form of cashback.
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