To protect sensitive business data and honour client confidentiality, this case study has been white-labelled. While the insights, strategies, and outcomes are based on a real engagement, all identifying details have been anonymised. This approach allows us to showcase the value and impact of our work while maintaining the highest standards of privacy and trust.
How CRM Helped a Leading UK Cashback Platform Drive Holiday Loyalty
We’ve had the joy of partnering with the brilliant team in leading the UK cashback platform for over two years now, and when the festive season rolls around, we’re proud to say we are basically part of the furniture!
Recently, we’ve been sharing a lot about retail trends, customer loyalty, and what “good service” actually means. Honestly, it’s about time we gave our client the spotlight it deserves.
They’re part of a booming global trend; the cashback and rewards app market is valued at $4.14 billion in 2025 and is expected to grow to $7.73 billion by 2034 – showing just how quickly consumer behaviour is shifting toward smarter, value-driven shopping.
How Our Client Makes Every Pound Go Further
In a time where every pound truly counts, our client has built its reputation and stuck to a simple promise: save people pennies, consistently, cleverly, and without the fuss. Trends and flashy campaigns might come and go, but their great discounts, offers, and cashback have earned them something far more valuable. It’s trust. And in this economy, that’s worth its weight in… well, cashback!
Understanding the Customer Journey: Work With Customers, Not Against Them
One interesting customer behaviour insight came from analysing how members were already using the platform — rather than looking at what an “ideal” journey might be.
Data showed a clear pattern: many members naturally saved cashback on everyday purchases such as the food shop, utilities, insurance, and online shopping throughout the year and then withdrew it in December to help with Christmas expenses.
Instead of trying to change that behaviour or push more withdrawals, we leaned into it. We timed communications around the natural cycle — early tips on boosting cashback, gentle progress updates through the year, and autumn reminders about their growing “Christmas fund.”
The lesson for any brand: understand your customers’ natural habits and design your CRM / ESP platform to support them, rather than imposing artificial cycles.
Imagine shaking your piggy bank near Christmas and realising you’ve accidentally saved a small fortune! For some, this “spend all year, treat yourself at Christmas” approach means a surprising chunk of their festive shopping ends up being funded by cashback they earned simply for buying things they were already going to buy. In an already challenging economic climate, this kind of financial relief is just what we need!
How To Create CRM Campaigns with Excitement Around Savings
Our client understood that saving money doesn’t have to be boring! In previous years, the brand has experimented with creative seasonal campaigns that inject anticipation and excitement into the savings experience. Our favourite example was their “14-day advent calendar” promotion, which revealed a different limited-time super-discount each day.
Members would receive daily emails announcing surprise cashback boosts and elevated percentages from popular retailers, with teaser glimpses of the next day’s brand logo building excitement throughout the two weeks.
Whether or not such campaigns return, they demonstrate their understanding that modern consumers appreciate both value and engagement, turning the mundane act of cashback into something users actively look forward to!
How other brands can implement this CRM and Marketing approach
Other brands can use this approach by creating campaigns that encourage people to engage multiple times over a short period. The goal is to offer genuine value at every step while maintaining a sense of curiosity that keeps people coming back.
How about… A product launch countdown with new feature reveals, or a weekly educational series with cliffhangers, or another could be a savings challenge with daily goals. The exact format doesn’t matter as much as the structure: multiple touchpoints, gradually revealing information, and rewarding consistent attention.
CRM Tips for Cashback Apps
In the cashback world, the hardest part isn’t getting people to sign up. It’s getting them to use the platform regularly. Lots of users join with the intention of saving money, but without a habit in place, they quickly forget to check for cashback before they shop.
Instead of relying on generic promotional emails, we recommend:
Remind users at the moments that matter
Sends timely nudges based on natural shopping patterns, helping members remember to check cashback options just before they purchase, not afterwards.
WeDoCRM’s Tip: Map your users’ typical spending cycles and time messages around them.
Highlight savings that feel genuinely useful
Rather than overwhelming people with noise, our client focuses on value that’s relevant to everyday life, such as food shops, utilities, subscriptions, and seasonal spending.
WeDoCRM Tip: This comes down to smart segmentation. When you truly understand your customers’ habits and behaviours, you can send offers that align with what they’re actually likely to buy, not just what’s commercially available. Relevance beats volume every time.
Build small habits that turn into long-term routines
By reinforcing consistent earning moments throughout the year, encourage your members to build a “cashback first” habit.
WeDoCRM Tip: Use repeatable touchpoints such as weekly roundups, monthly progress, or personalised reminders to help users form simple, regular behaviours.
Make every interaction feel easy and rewarding
Our client’s messaging keeps the experience simple, human, and enjoyable, reminding users that saving money shouldn’t feel like work.
WeDoCRM’s Tip: Remove friction, make it as easy as possible to complete, celebrate progress, and keep communications focused on quick wins.
How WeDoCRM Assists with Day-to-Day CRM Support
As part of our partnership with the leading cashback platform, we play a pivotal role in managing their day-to-day operations and executing various marketing campaigns. Our team of technical CRM specialists was responsible for several key tasks, including:
| What We Have Done | How It Helped Our Client |
| Crafted Emails & Scheduled for Impact | Ensured campaigns hit inboxes at the right time for maximum engagement. |
| Built Interactive Canvases | Guided users through personalised journeys based on their behaviour and preferences. |
| Device Optimisation | Tailor campaigns to reach users on the device they use most. |
| Audience Segmentation | Tailored messages to individual users for higher engagement and relevance. |
What We Do:
We support the rapid creation and deployment of daily emails and push notifications to promote their limited, time-sensitive deals. Because new offers launch every day, campaigns need a fast turnaround without compromising clarity or accuracy.
Our approach prioritised simple, easy-to-scan layouts that put the value front and centre, ensuring customers could instantly recognise the deal, trust the message, and act quickly before it expired.
Why?
- Easy to scan: Customers can spot the deal instantly, especially on mobile.
- Builds trust: Familiar, no-frills layouts feel clear and reliable.
- Value-first: The focus stays on the cashback and savings, not decorative design.
In this case, simplicity is effective.
What You Can Do Next for Your Brand
Their approach shows that success comes from:
- Aligning your CRM with real customer behaviour – understand what drives actions, not just clicks.
- Creating meaningful touchpoints – make every interaction count.
- Delivering genuine value – ensure your customers feel rewarded and understood.
- Building anticipation – spark interest and keep customers coming back.
- Personalising based on actions – tailor experiences to what your customers actually do.
- Testing what truly matters – focus on strategies that drive real results.
If you want to apply these principles to your own brand, we’d love to help. Get in touch with us today – we look forward to hearing from you!
