Aggrevated loyalty, Ehrenberg-Bass pushback: Put all the light buyers in one basket to earn “ten times” ROI, reckons Cashrewards CEO
Professor Byron Sharp may think loyalty programmes deliver scant return, but Cashrewards CEO Bernard Wilson aims to prove the esteemed Ehrenberg-Bass marketing academic wrong. The former Woolworths, Quantium and Myer loyalty specialist is taking Cashrewards to IPO. It has 1,400 brand partners onboard, some 800,000 regular shoppers in Australia and Wilson thinks the post-Covid world will be hungrier than ever to be rewarded in cold, hard cash in return for their purchases – and their fully-opted in data.
Read Paul McIntyre’s Deep Dive article (5 min. read):