Cashback. Its History, Types and Development in Russia

In today’s world each person is continuingly offered a great deal of products, and, at first glance, it is very hard to make a choice; with each passing day this process causes more and more difficulties for buyers. First of all, it is connected not only with a huge number of shops and the goods and with constant sophistication of the production itself let along pricing, discounts, additional bonuses. Each retailer wants to gather around a base of loyal customers who will choose his store for purchasing. Companies actively launch advertising companies on the internet and on the streets of the cities trying to show their goods in various films, commercials, in the hands of celebrities. All this is done primarily to attract customers. But it is now not enough to attract the buyer by just good quality of goods and services; you need to encourage the customer to buy in this particular store as well as to make a re-purchase. That is why there appeared loyalty programs, in particular cashback programs. The authors of this article make an effort to understand this concept as well as to formulate the types of cashback that are presented in the market.