Avaliação do impacto de programas de cashback no contexto varejista de móveis

Abstract

The retail sector plays a fundamental role in the global economy, embracing small local stores to large multinational chains. In a highly competitive environment, the search for innovative strategies to stand out is constant. Loyalty programs, such as cashback, emerge as a strategic path to the success of retail companies. They aim not only to guarantee constant revenue, but also to make customers loyal to the brand, influencing other consumers. Cashback, which involves returning a percentage of the amount spent by the customer, has become increasingly popular in Brazil, especially with the increase in online shopping during the pandemic. Cashback programs have proven effective in retaining customers and influencing purchasing decisions. From this study it was possible to analyze the impact of cashback in physical stores of a furniture retail company located in the state of São Paulo. The analyzes focused on understanding the impact on physical store revenue and customer base retention. Through the data it was possible to identify that customers who redeemed their bonuses had a higher average order value than other customers. It was also possible to identify that the program's recommended revenue represented around 10% of the total revenue of physical stores. From this study, it was also possible to develop suggestions for cashback programs with program restructuring points and commercial actions using cashback.