Carolina Paradas — Shopback
Published:
We've seen a shift, specifically among brands that don't have loyalty programs, toward focusing on existing customers. The cost of new customer acquisition is huge, so brands are concentrating on lifetime value and the overall quality of existing customers they're bringing in.
What does Carolina Paradas say on The Agile Brand with Greg Kihlström?
Carolina Paradas, Shopback, says: This interview with Shopback’s Carolina Paradas examines how cashback and rewards platforms have shifted from tactical discount channels to strategic growth levers as marketing accountability increases. Paradas discusses how CFO/CMO demand for clear ROI, the rising cost of new customer acquisition, and consumer expectations for instant value are driving brands to use rewards for acquisition, retention, and lifetime-value optimization.
From: The Agile Brand with Greg Kihlström