Cash-Back Award Alerts Move Millennials And Gen Zers To Visit Stores, Study Finds

Cash-back rewards are highly appealing to Millennials and Gen Zers, especially when announced by alerts, according to a survey for Dosh, a cash-back ad platform, by The Center for Generational Kinetics.

Of 2,000 young consumers surveyed, 76% approve of stores that invest their marketing budgets to “pay back” loyal customers instead of spending ad dollars elsewhere. 

What’s more, 74% of Gen Z and 70% of Millennials will spend more money online if they know they will receive 5% cash back. 

In addition, 82% of Americans say alerts — the kind that are driven by email or text — will prompt them to shop more frequently at stores they have not visited. And 80% will visit a store they have not tried if they are alerted about direct cash-back offers.

This ties in with recent Worldata research showing that the promise of deals in email subject lines is increasingly popular during the COVID-19 pandemic.  

The Dosh survey also determined that Millennial moms are 9% more likely than the general population to respond to cash-back offers. 

Overall, 64% prefer a single app that delivers offers instead of multiple merchant-specific apps. 

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