Leverage the power of data and technology to drive conversion and build loyalty
Personalization & Targeting Solutions
Activate targeted cash back rates across engagement points to reach the right in-market audience and effectively influence purchase.
Our expertise lies in unlocking insights for advertisers. We find the connections in category, consumer, and CRM to drive action with insights.
Customer & Market Intelligence
Our 17M members have earned over $4.6B in Cash Back at their favorite stores.
Scale
Unlock brand loyalty through personalization
First-party customer data is critical to building personalization strategies that create a clean feedback loop between data and shopper behaviors. Using qualified data to inform relevant customer experiences drives richer engagement for our +17M active shoppers and creates more opportunities for the 3500+ brands on Rakuten.
+17M
active shoppers
brands
3500+
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Determining your most impactful rate mix works to change shopper behavior from acquisition to conversion, build loyalty and nurture long-term value. Brands that fluctuate Cash Back rates drive 29% more sales and gain 27% higher conversion than stores that either maintain one cash back rate or lower their rate.
We'll work with you to design and optimize your most impactful cash back strategy
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See Performance Lifts
Q1 2024
Q2 2024
April
May
April 2 - 4
2x
New Now
Wednesday, March 27th
DEADLINE
Tuesday, April 2nd
First Look
April 5 - 7
October 9th
Spooky Savings (I)
October 12 - 14
Spring Arrivals
April 8 - 11
Tuesday, April 9th
Spring Refresh
April 15 - 17
Wednesday, April 17th
Shower of Savings
April 23 - 25
Monday, April 29th
Fresh Cut Savings
May 2 - 5
Wednesday, May 29th
Sun Soaked Deals
June 4 - 7
June
Check out our other Cash Back Strategies
September 20th
Stack the Savings (I)
September 24 - 28
September
August 23rd
Labor Day Week
August 29 - September 1
August
October X
Winter Refresh
October 30 - November 1
July 21st
Midsummer Sale (III)
July 26 - 30
July 18th
Midsummer Sale (II)
July 21 - 25
July 11th
Midsummer Sale (I)
July 17 - 20
Stack the Savings (II)
October 2 - 6
July
August 2nd
End of Summer Savings
August 8 - 12
August 1st
August 4 - 7
July 26th
August 1 - 3
August 21st
August 25 - 28
August 16th
August 22 - 24
August 10th
August 16 - 20
September 11th
Fall Refresh (III)
September 14 - 17
September 6th
Fall Refresh (II)
September 10 - 13
August 30th
Fall Refresh (I)
September 5 - 9
September 14th
Fall Refresh (IV)
Monday, April 15th
Spring Essentials
April 18 - 21
February 29th
Lucky You
March 5 - 8
March 6
Double Your Luck
March 9 -12
March 8
Get That Green
March 13 - 16
March 13
Hello Spring
March 18 - 21
March 19
Spring into Savings
March 22 - 24
March 20
Spring Fling
March 25 - 28
March 26
Fresh-Picked Deals
March 29 - 31
March
January 30
Sweet Savings
February 2 - 4
January 31
Love at First Shop
February 5 - 7
February 5
Be Mine
February 8 - 10
February 8
Stack the Savings (President's Day Week)
February 13 - 16
February 15
Fresh Finds
February 20 - 22
February 20
New and Now
February 23 - 26
February 22
Stock Up for Spring
February 27 - March 1
February
January 25
Snow Day Deals
January 30 - February 1
January 23
Warm Up to Savings
January 26 - 28
January 17
Savings Weather
January 22 - 25
January 16
Winter Clearance
January 19 - 21
January 11
Gear Up
January 16 - 18
January 4
New Season, New Savings
January 9 - 12
January 1
Fresh Start
January 4 - 7
December 19th
New Year, New You
January 1 - 3
January
Clearance Week
December 27 - 31
Last Minute Gifts (II)
December 22 - 25
December 13th
Last Minute Gifts (I)
December 18 - 21
December 7th
Green Monday Week
December 12 - 15
November 30th
Cyber Week is Back
December 5 - 8
November 28th
Cyber Week
December 1 - 3
December
November 9th
Black Friday Preview
November 14 - 16
November 15th
Black Friday Week
November 18 - 25
November 2nd
Treat Yourself (II)
November 7 - 10
November 1st
Treat Yourself (I)
November 4 - 6
November
October 25th
Holiday Kickoff
October 18th
Spooky Savings (III)
October 23 - 26
October 16th
October 19 - 22
October 11th
Spooky Savings (II)
October 15 - 18
September 29th
Stack the Savings (III)
October 4 - 6
September 27th
October 2 - 3
October
Q4 2023
Tuesday, April 23rd
Breezy Deals
April 26 - 28
Spring Clearance
April 29 - May 1
Wednesday, May 8th
Double Your Savings
May 14 - 16
Tuesday, May 14th
Savings Season
May 17 - 19
Wednesday, May 15th
Memorial Week
May 21 - 24
Wednesday, May 22nd
Spring into Summer
May 28 - 30
Tuesday, May 28th
Savings in Bloom
May 31 - June 2
Thursday, June 6th
Sunny Savings
June 11 - 13
Tuesday, June 11th
Summer Finds
June 14 - 16
Wednesday, June 12th
Summer of Savings
June 18 - 20
Tuesday, June 18th
Summer Essentials
June 21 - 23
Wednesday, June 19th
Hidden Gems
June 25 - 27
Tuesday, June 25th
July 4th
June 28 - June 30
December 6th
Countdown to Christmas
3x
December 9 - 10
Discover New Stores
10%
December 5
November 29th
Cyber Monday is Back
December 4
November 23rd
Cyber Tuesday
November 28
October 24th
3x for 3 Days
October 27 - 29
Octobers
October 12th
October 17
October 4th
Big Stack is Back
October 7 - 11
November 22nd
Black Friday Weekend
November 25 - 26
Cyber Monday
15%
November 27
November 14th
Early Black Friday
November 17
November 8th
Black Friday
12%
November 23 - 24
Holiday Savings
November 12 - 13
October 30th
National Cash Back Days
November 2 - 3
Singles Day
11%
November 11
Post Holiday Flash
December 26
Get It In Time
December 16 - 17
Green Monday
December 11
Q3 2023
September 26th
September 29 - October 1
September 13th
Everybody Wins
September 18
August 29th
September 2 - 4
August 8
August 8th
August 13 - 15
July 12th
July 18
July 5th
The Big Stack
July 10 - 12
June 27th
July 4th 3x for 3 Days
July 2 -4
July 25th
Member Appreciation Day
July 31
August 15th
Flash Cash
August 21
November 16th
November 21 - 22
November 24th
November 29 - 30
Shop it Like it's Hot
June 3
Monday, June 10th
June 13
June 24
Tuesday, June 4th
June 8 - 10
Tuesday, April 30th
Big Give Week
May 6 - 13
Tuesday, May 21st
May 25 - 27
Tuesday, April 16th
April 22
April 29
Tuesday, March 26th
April Fool’s
April 1
Wednesday, April 3rd
April 9
April 12 - 14
November 20th
Summer Preview Flash
May 20
February 28th
March 2 - 4
Member Engagement Event (March)
March 5 - 11
March 13th
St. Patrick's Day Flash Cash
March 17
March 18th
March 21
February 7th
NYFW Flash Cash
February 14 - 16
February 11 - 12
February 14th
3x for 3 Days: President's Day Weekend
February 17 - 19
January 10th
3x for 3 Days: Martin Luther King Jr. Weekend
January 13 - 15
January 17th
Member Engagement Event (January)
January 22 - 28
January 3rd
Level Up
January 8
January 8th
January 24th
January 29
January 26th
Wednesday, June 5th
Member Engagement Event
June 11 - 17
President's Day
February 19
Martin Luther King Jr. Day
January 15
20%
November 21st
November 24
October 6th
Big Stack is Back, Champion Buyer Event
October 11
October 9
Labor Day Weekend, Champion Buyer Event
September 4
Member Engagement
August 1 - 7
The Big Stack, Champion Buyer Event
July 10
Champion Buy Event - Big Give Week
May 6
Tuesday, May 7th
May 13
Mermorial Week
May 27
April Fool's Day
November 22
Cyber Monday is Back Champion Buyer Event
June 30th
October 27th
Big Stack is Back Champion Buyers Event (II)
September 30th
November 3rd
October 31st
November 17th
October 20th
Big Stack is Back Champion Buyers Event (I)
December 15th
December 8th
December 5th
December 1st
Green Monday Champion Buyer Event
Cyber Tuesday Champion Buyer Event
Cyber Monday Champion Buyer Event
November 16t
Black Friday Champion Buyer Event
12 %
November 10th
November 18 - 20
October 13th
Beauty & Fashion TCB Event
October 23 - 25
August 25th
Septmeber 19 - 23
Septmeber 14 -17
August 4th
August 25 - September 1
New Now (II)
New Now (I)
July 14th
August 8 -12
June 9th
Black Friday in July (I)
July 5 - 9
June 23rd
Black Friday in July (II)
July 13 - 16
June 2nd
July 4th Week
June 27 - July 1
Black Friday Week 3x
May 31
April 24
March 22
April Fool's Champion Buyer Event
March 29
April 5
March 8th
March 15th
March 1st
St. Patrick's Day Flash
February 23rd
March 9 - 12
February 16th
March 2 -4
February 9th
February 2nd
President's Day Weekend Champion Buyer Event
January 19th
February 2 -4
December 22th
December 22nd
Martin Luther King Jr. Weekend Champion Buyer Event
January 5th
January 12th
April 10
April 12
April 19
April 26
Big Give Week Champion Buyer Event
May 3
May 10
May 17
Memorial Day Weekend
Memorial Week Champion Buyer Event
May 24
June 4
June Member Engagement
June 7
June 17
June 14
June 21
June 28 - July 1
April Fools
March 6th
Super App Sunday
March 10
March 20th
App Flash Cash
March 23
January 31st
February 4
February 21st
February 24
January 6
January 21
December 3
November 5
Super App Flash
November 15
October 15
October 4
September 24
September 7th
September 12
August 6
August 22nd
August 26
July 29
July 16
Tuesday May 28th
June 1
June 23
May 19
Tuesday, April 23
April 27
April 14
Precisely target and engage customized audiences to attain your business objectives leveraging Rakuten’s rich first-party data in combination with your CRM data.
Target new-to-file
Build Market Share with core audience groups, growth or high margin categories
with core audience groups Example: An accessory brand wanted to define and target a shoe lover audience to grow share of voice.
Reactivation Targeting
Establish always-on rule-based targeting Example: Lapsed buyers who haven’t purchased in the last 3 months can always qualify to be targeted with a higher Cash Back offer
Rule-based targeting to drive 2nd and 3rd purchase
with growth or high margin categories Example: Department store focuses on targeting on Home Category
Build Market Share
With goal audiences based on competitive analysis: Female Millennials + Gen Z
With your core segment: 58% Female HH Income: Mid-Range Age: Gen Z
Build Share of Voice
Build Share of Voice within your core segment or with goal audiences based on competitive analysis
Reach a customized audience of high-intent shoppers based on member behavior, affinity, and purchase history
Media Placements & Requirements
Boost program performance and audience reach with strategic display placements
Get discovered and promote special rewards offers
Foster member engagement and drive increased awareness and sales with our Seasonal and Category Experiences
View Experiences
Placements & Requirements
View now
Participation is limited to SMB and Mid-Tier merchants.
For creative representation only
Merchant must pay at least double their base Cash Back rate that is paid to members to participate in 2x Cash Back Events and such rate must be maintained for the full duration of the promotion.
Seasonal Promotion Lifestyle Requirements Merchants have the option elevate to 10% Cash Back on select days aligned to Back-to-School email marketing. Participating merchants are guaranteed email exposure. Merchants must elevate to 10% Cash Back and maintain this rate for the full duration of the day. Email reservations are limited to the phase in which the merchant is participating. In-Store Requirements Participating brands pay flat fee media to have their In-Store offer featured in the Back to School landing page. Merchants must maintain In-Store Cash Back offer for the full durationof participation.
Duration 1 week Placements • HP Multi-Merchant topic (full file) • Category Page Multi-Merchant Category Topic • Secondary Email Banner • HD Themed Email • Social
March 12 - 18 Deadline: March 7th
Schedule 1x per month Duration 1 week Placements • Homepage Banner • Homepage Carousel Banner • Homepage Store Module • Email • Push
March 2 - 8 Deadline: February 28th
Duration 1 week Placements • HP Multi-Merchant topic (full file) • Category Page Multi-Merchant Category Topic • Secondary Email Banner
February 19 Deadline: February 14th
Duration 1 week Placements • HP Multi-Merchant topic (full file) • Category Page Multi-Merchant Category Topic • Secondary Email Banner • HD Themed Email
February 13 - 19 Deadline: February 8th
February 13 - 17 Deadline: February 8th
General Merchants have the option elevate to 10% Cash Back on select days (Phase 1: 1/22 & Phase 2: 2/6). Participating merchants are guaranteed premium placement in the landing page and email exposure. Merchants must elevate to 10% Cash Back and maintain this rate for the full duration of the day. Email reservations are limited to the phase in which the merchant is participating.
In-Store No In Store Phase 2 package
Assets & FAQs Themed landing page Participating partners must have a themed shopping destination or have goods that are relevant to the Seasonal event. Themed lifestyle image 1200x628 pixels Must follow creative guidelines
Placements • Homepage banner • Collection Landing Page for: Desktop, Mobile, App • Promotional emails • Push notifications
February 3 - 14 Deadline: January 31th
January 24 - 30 Deadline: January 19th
In-Store No In Store Phase 1 package
January 22 - February 2 Deadline: January 11th
In-Store Participating brands pay flat fee media to have their In-Store offer featured in the Valentine's Gift Guide landing page. Merchants must maintain In-Store Cash Back offer for the full duration of participation.
January 22 - February 14 Deadline: January 11th
January 9 - 15 Deadline: January 4th
Themed landing page Participating partners must have a themed shopping destination or have goods that are relevant to the Seasonal event. Themed lifestyle image 1200x628 pixels Themed deal • Deal copy • Affiliated text link ID • Start and end dates Must follow creative guidelines
Requirements Merchants have the option elevate to 10% Cash Back on select days (Phase 1: & Phase 2: ). Participating merchants are guaranteed premium placement in the landing page and email exposure. Merchants must elevate to 10% Cash Back and maintain this rate for the full duration of the day. Email reservations are limited to the phase in which the merchant is participating. In-Store Requirements Participating brands pay flat fee media to have their In-Store offer featured in the Valentine's Gift Guide landing page. Merchants must maintain In-Store Cash Back offer for the full duration of participation.
Placements: • Homepage carousel banner • Homepage module • Landing Page for: Desktop, Mobile, App • Promotional emails • Push notifications
April 14 - May 12 Deadline: Tuesday, April 9th
National Sleep Week HIT 2x
Travel Week (March)
National Lash Day 2x
President's Day Mattress HIT 2x
Travel Week (February)
Valentine's Day Gift Guide (Phase 2)
Home Category HIT 2x
Valentine's Day Gift Guide (Phase 1)
Valentine's Day Gift Guide
Travel Week (January)
Travel Week ( April)
Grilling & BBQ HIT 2x
Memorial Day Mattress HIT 2x
National Car Care HIT 2x
Mother's Day Gift Guide II
Mother's Day Gift Guide I
Mother's Day Gift Guide
View Seasonal Events
Requirements Merchants have the option elevate to 10% Cash Back on select days (Phase & Phase 2: ). Participating merchants are guaranteed premium placement in the landing page and email exposure. Merchants must elevate to 10% Cash Back and maintain this rate for the full duration of the day. Email reservations are limited to the phase in which the merchant is participating. In-Store Requirements No In Store Phase 1 package.
April 14 - April 27 Deadline: Tuesday, April 9th
Requirements Merchants have the option elevate to 10% Cash Back on select days (Phase 1: 1/22 & Phase 2: 2/6). Participating merchants are guaranteed premium placement in the landing page and email exposure. Merchants must elevate to 10% Cash Back and maintain this rate for the full duration of the day. Email reservations are limited to the phase in which the merchant is participating. In-Store Requirements No In Store Phase 2 package.
April 28 - May 12 Deadline: Tuesday, April 23rd
Themed landing page Participating partners must have a themed shopping destination or have goods that are relevant to the Seasonal event. Themed lifestyle image 1200x628 pixels JPG or PNG format only. Imagery should well represent the category product Themed deal • Deal copy • Affiliated text link ID • Start and end dates Must follow creative guidelines
Requirements Merchant must pay at least double their base Cash Back rate that is paid to members to participate in 2x Cash Back Events and such rate must be maintained for the full duration of the promotion. Offer Copy- Coupon or offer to promote (45 characters limit, including spaces) Additional spec details here.
Start your engines! April is national car care month. To celebrate, auto and tires retailers will offer promotions on car accessories, maintenance tools, auto care products and more. Join the fun with 2x Cash Back all week-long on auto and tire care products. Placements: • HP Multi-Merchant topic (full file) • Category Page Multi-Merchant Category Topic • Secondary Email Banner
April 1 - 7 Deadline: March 22nd Duration: 1 Week
Memorial Day weekend presents a golden opportunity for retailers to boost mattress sales and clear inventory. The Memorial Day Mattress HIT offers shoppers 2x Cash Back on their mattress purchases all week-long. Placements: • HP Multi-Merchant topic (full file) • Category Page Multi-Merchant Category Topic • Secondary Email Banner • Hot Deals Themed Email (Ask your rep!)
May 21 - 27 Deadline: May 13th Duration: 1 Week
June kicks off summer season sales and the return of outdoor entertaining. From grills utensils, and marinades to outdoor entertainment and patio furniture, the Grilling & BBQ HIT is a week-long celebration offering hot deals on products to refresh your outdoor space for summer. Placements: • HP Multi-Merchant topic (full file) • Category Page Multi-Merchant Category Topic • Secondary Email Banner • Social • Hot Deals Themed Email (Ask your rep!)
May 17 - 23 Deadline: June 7th Duration: 1 Week
Schedule 1x per month Duration 1 week Placements • Homepage Carousel Banner • Homepage Store Module • Email • Push
April 8 - 14 Deadline: Tuesday, April 2nd Cash Back: 2x
May 14 - 20 Deadline: Wednesday, May, 8th Cash Back: 2x
June 10 - 16 Deadline: Tuesday, June 4th Cash Back: 2x
Travel Week (May)
Travel Week (June)
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A leading high-end department store wanted to test the incremental value gained from their Rakuten program. That is, revenue that wouldn’t be realized without offering Cash Back through our platform. Our study proves that buyers who receive Cash Back through Rakuten are more valuable compared to buyers who don’t receive Cash Back.
Background
We designed a test to evaluate the impact of Cash Back against a control group that didn’t receive Cash Back by looking at the performance of three (3) distinct Cash Back rates: • $2 base rate • Elevated rates of 5% and 10% The test examines the relationship between the base and elevated rates and how program media impacts performance. For the test, ‘value’ is defined as net sales per buyer. A random sample of Rakuten members were split into the zero/non-zero Cash Back experience.
Methodology
Providing Cash Back through Rakuten drove incremental revenue for the retailer by delivering increased lifts in both sales per buyer and average order value. Higher Cash Back rates generated increasing levels of incremental revenue lift. Cash Back created a stickiness of purchase generating less returns for the retailer. Media drove additional performance lifts when paired with increased Cash Back rates.
Key Learnings
Buyers who received at least 2% Cash Back through Rakuten are more valuable to the retailer than buyers who didn’t receive Cash Back.
Cash Back drove incremental impact for the department store.
Cash Back drove a 13% lift in incremental revenue.
Those visits resulted in positive impact to conversion with +61% lift in incremental sales per buyer. Average order value saw an incremental lift of +64%.
Cash Back drove 29% more shoppers than the retailers would’ve seen without the incentive, demonstrating the effectiveness of Cash Back as an engagement lever.
By evaluating performance at various rates Rakuten can recommend the most favorable program rates by program initiative and goal. Cash Back is the most effective when it’s paired with media and tailored to the specific campaign plan. Executing an optimized base rate, strategically pulsing elevated Cash Back, and using media to amplify creates a bundle effect in which each component makes the other stronger.
Rakuten Cash Back generated a 70% improvement to retailer’s AOV after returns.
Cash Back created a stickiness of purchase generating less returns for the retailer
Cash Back is a performance lever to generate incremental revenue for brands and retailers. Optimizing rates for the base program and strategically pulsing elevated Cash Back increased levels of incremental revenue lift. Media amplified shopping trips, creating a multi- day halo to sales when paired with increased Cash Back rates.
In Summary
Random sample of Rakuten members were split into the zero/non-zero Cash Back experience
Appendix
As part of a larger program analysis to ensure the most successful Q4, Shutterfly wanted to determine which Cash Back rates are most effective and efficient in driving their core KPIs.
Cash Back rate improves GMV and NTFs in an impressive, linear fashion Elevating Cash Back from 5%-8% drove significant uplift in shopping trips, while conversions exhibit an even higher growth rate at 10% Rakuten drives incremental growth while maintaining positive ROAS
Strong lift in GMV and New to Files show the brand is highly responsive to changes in Cash Back The high responsiveness of the metrics to Cash Back suggests that ROAS will be more efficient at certain, higher levels of Cash Back Lift in GMV as well as NTF suggests that Cash Back is an effective lever for driving engagement across critical member segments and top line revenue
Cash Back is an effective performance lever
Let's go
Strategic use of Cash Back drives different business objectives
8% Cash Back group generates much higher awareness than the 5% When looking at awareness, 8% vs. 10% did not make a big difference in impact. Changes in Cash Back rates are not linear and there is an inflection point. Although the 8% and 10% groups generated similar lift in trips, the 10% group played a much stronger role in driving conversion
Cash Back has varying impact across the conversion funnel
A strong catalyst for purchase
To ensure a statistically significant test, we predict the expected conversions of the intended audience, based on the preloaded audience groups and historical data analysis. We use the Optimizely calculator to predict the expected sample variation and need to achieve a large enough audience size.
Test Methodology
Audience-base selected from past Rakuten.com shoppers Statistical significance: measured based on conversions Minimum detectable error is 10% Assumed confidence interval: 95% Expected duration 15 days (~30 days max)
Structure & Analysis
The Approach
Rakuten members who have initiated at least one (1) shopping trip in the past 6 months, across all categories & verticals. Random selection Allows us us to complete an in-depth analysis of impact by different consumer segments and ensure no bias is present.
HOW
WHY
Audience Selection
Audiences are split within the platform, using a randomization functionality Ensures there is no selection bias by leveraging an industry-leading third-party tool
Randomization
Test multiple Cash Back groups to simulate program partnership and demonstrate the associated incrementality Test three (3) Cash Back rates Ensures actionable results & findings
Cash Back Strategy
Test media along w/increased Cash Back Understand the effectiveness of media + Cash Back vs. just increasing Cash Back This structure will ensure actionable findings for media strategy
When a pet brand offered higher Cash Back rates than competitors, they saw stronger lifetime spend of new-to-files (NTF) versus their competitors. When Cash Back rates dropped to roughly equivalent levels, more of the spend shifted to competitors. Shoppers started receiving significantly better rates at the competitor, and as a result the lifetime spend of NTFs was higher than with the pet brand.
The Solution
Leveraged Price Magic to conquest Ran a higher average base Cash Back rate (4%) than the pet brand (1%) Participated in Q4 Cash Back promotions vs. 0 from the pet brand Offered a competitive targeted 10% Cash Back
The competitor had been aggressive with their approach:
Rakuten launched a targeted acquisition campaign offering a personalized elevated cash back rate. Using the brand’s CRM, Rakuten suppressed current customers from the campaign to avoid serving the elevated rate to existing customers. Targeted media in the form of solo email, app pushes and banners were served to drive campaign awareness and engagement with the audience.
After converting NTFs in the targeted campaign, there was some repeat buying at the pet brand, but over time those buyers received better Cash Back rates from competitors. The pet brand didn’t nurture the NTFs with a Cash Back rate that would perform, resulting in more of them buying through competitors and spending with a higher AOV.
The pet brand’s share of voice declined because of their competitors more aggressive and strategic approach.
Results
Research shows that travel is returning to pre-pandemic levels. The heightened demand for travel has meant higher prices for airfare and hotel. Travel shoppers will be back to deal-seeking and advertisers should be prepared to meet them with competitive incentives.
The Challenge
+120.1%
The Results
Participating Travel Thursday partners experienced incremental growth. Online Travel Agent (OTA) Travel Thursday participants:
Rakuten’s Travel Thursday provides targeted, category exclusive opportunities for travel partners. A single merchant can reach members by offering elevated Cash Back rates and strong offers on hotels, flights, car rentals, and more. Featured partners receive a cohesive awareness campaign across a variety of channels.
Demand
Booking vs. OTA Travel Thursday Non-Participants (avg.)
+187.0%
Booking
+40%
+60%
A high-end fashion brand wanted to launch a targeted acquisition campaign to reach new customers.
Challenge
Rakuten launched a targeted acquisition campaign offering a personalized elevated 20% Cash Back rate, 3x the brand’s typical base rate. Using the brand’s CRM, Rakuten suppressed current customers from the campaign to avoid serving the elevated rate to existing customers. Targeted media in the form of solo email, app pushes and banners were served to drive campaign awareness and engagement with the audience.
Solution
Targeting with personalized, elevated cash back drove significant lifts in new to file and reactivated shoppers, trips, and sales per audience Campaign was efficient, delivering 2x ROAS The CPA impacted average order value at a rate of 1.76x
Serving a personalized, elevated cash back reward through a targeted campaign drove strong lifts across core audience performance metrics.
Adding targeted media to the campaign drove incremental performance. The days that leveraged media saw a 111% lift in sales per audience compared to non-media days.
Solo email click rate 0.75%, 3.5x above the rate associated with base rate or mass send
Push Notification open rate 4.64%, 2.2x above the rate associated with base rate or mass send
*Represents the Test Group(s) lift above the Control Group on days that media ran vs days that media did not run. Media days are calculated to include days that the media ran, as well as days following the initial run. Push Notification= 2 days (run day +1) and Solo Emails = 3 days (run day +2)
Trips: Count of clicks on merchant’s website via Rakuten Shoppers: Unique count of members who click on merchant’s website via Rakuten Buyers: Converted members (purchasers) Sales Per Audience: Spend per unit of audience targeted in each group Targeted audiences are curated and customized for the merchant based on Machine Learning algorithms that take into account members preferences, recent and past shopping and purchase pattern, including shopping behavior across competitors
Glossary
*
Testing with personalized, elevated cash back drove significant lifts across core metrics defined as: trips, shoppers, buyers, and sales per audience Campaign was efficient, delivering 3.3x ROAS The CPA impacted the average order value at a rate of 2.85x Media drove additional performance lifts when paired with increased cash back rates. When media was introduced, the 15% test group performed stronger than the 2% base group, despite the base group also running promotions and media
Rakuten launched a targeted acquisition campaign to reactivate lapsed customers by offering a personalized elevated 8% cash back rate, 4x the brand’s base rate Using our proprietary data, Rakuten targeted members who purchased in 2022 but hadn't yet purchased in 2023 (looking at Jan 2023-Apr 2023) A targeted solo email was served to drive campaign awareness and engagement with the audience
A sportswear brand wanted to grow share of voice with their key opportunity segment. The brand launched a campaign to target women with a different cash back rate than the controlled audience.
*Percentages on Y axes are the percentages of the total targeted audience. The control group is large enough to give an accurate representation of BAU and the test group to target as many audience members as possible. These carts allow us to compare the control and test group(s) as if they were the same audience size.
Targeting with personalized, elevated cash back drove significant lifts across core metrics defined as: trips, shoppers, buyers, and sales per audience. Campaign was efficient, delivering 4x ROAS The CPA impacted average order value at a rate of 3.94x Adding targeted media to the campaign drove 5x more buyers and 3x more sales per buyer on media days, compared to non-media days.
Rakuten launched a targeted acquisition campaign to reactivate lapsed customers by offering a personalized elevated 8% cash back rate, 4x the brand’s base rate. Using our proprietary data, Rakuten targeted members who purchased in 2022 but hadn't yet purchased in 2023 (looking at Jan 2023-Apr 2023). A targeted solo email was served to drive campaign awareness and engagement with the audience.
A global apparel and accessories brand needed to re-engage lapsed buyers.
Media drove high awareness and engagement with the reactivation audience and exceptionally high conversion for the brand.
* Percentages on Y axes are the percentages of the total targeted audience. The control group is large enough to give an accurate representation of BAU and the test group to target as many audience members as possible. These charts allow us to compare the control and test group(s) as if they were the same audience size.
Targeting with personalized, elevated cash back drove significant lifts across core metrics defined as: trips, shoppers, buyers, and sales per audience. Buyers who made the second purchase had a strong above average Average Order Value. Campaign was efficient, delivering 4x ROAS The CPA impacted average order value at a rate of 4.29x Media drove additional performance lifts when paired with increased cash back rates. When media was introduced, the 8% test group performed stronger than the 2% base, despite the base also running promotions and media. Layering the campaign over sale and promo events boosted volume and encouraged second purchases among the target audience of previous buyers.
Rakuten launched a targeted campaign to dynamically serve two different elevated cash back rates, 8% and 10% respectively, alongside their 2% base rate. The Dynamic Cash Back strategy allowed the brand to optimize for engagement and extra incentive on peak days. Using our proprietary data, Rakuten targeted members who purchased within an 18-month time period. Targeted media in the form of solo email, app pushes and banners were served to drive campaign awareness and engagement with the audience.
A luxury brand wanted to drive a second purchase with customers who had converted within the last 18 months by offering a targeted group a personalized and elevated cash back rate instead of the brand's typical rates.
Media drove high awareness and engagement with the reactivation audience.
Solo email click rate 1.64%, 7.8x above the rate associated with base rate or mass send
Push Notification open rate 2.70%, 1.3x above the rate associated with base rate or mass send