Cashrewards’ three way win model
Cashrewards (ASX:CRW) is an Australian-owned and operated cashback loyalty platform connecting brands with consumers and differentiates itself by providing real cash value to consumers. Having listed on the ASX in December 2020, Cashrewards has been around for seven years and the platform has grown to 800,000 members, more than 1,500 merchants.
Loyalty in the form of cashback in Australia currently has a low 3-4 per cent penetration in terms of the total retail sector, with this being as high as 20-30 per cent in the US and UK. The Cashrewards IPO enables the company to invest in market awareness to scale the business across both customers and merchants to increase its market share.
Bernard Wilson CEO of Cashrewards identifies the company’s three-way win model where the more customers save, the more they transact with merchants, driving more transactions on the Cashrewards platform.
“The real value in the business is that we are creating value for both customers and merchants. From a merchant perspective, they invest directly into the customer relationship. In the online space we see that 60 per cent of customers that we connect with brands, create an account with those brands which then allows them to foster that relationship and build long-term loyalty. We ultimately benefit in the middle from driving more value to customers and brands.” Bernard Wilson, Chief Executive Officer
You can also read our earlier article on why we participated in the Cashrewards IPO and watch the second video of this series here:
WHY WE INVESTED IN THE CASHREWARDS IPO
CASHREWARDS – THE NEXT CATEGORY KILLER
The Montgomery Small Companies Fund owns shares in Cashrewards. This video was prepared 02 February with the information we have today, and our view may change. It does not constitute formal advice or professional investment advice. If you wish to Cashrewards you should seek financial advice.
Thanks Gary, for highlighting this interesting and innovative company. The thing I didn’t get a good idea about was how they are going about gaining awareness among consumers? Obviously merchants are aware given the good list of companies you documented here. I’ve asked people have they heard of this program and few say they know of it, though it clearly is attractive. How are they promoting it? Looking at it another way, what makes a merchant want to promote this awareness over their own loyalty program (the likes of Dan Murphy or Woolworths)?
Thanks for the considered questions. Gary will be recording a second video in the next week, on the same subject and you’ll have your answer. keep an eye out for it.