I received an interesting email from Coral today, launching their new cashback scheme. The way that it works is that you gamble with Coral, and at the end of every month they refund 10% of your net losses. A brilliant idea and something that clearly differentiates them from their competitors.
I know that they played with the idea of lifetime revenue share through affiliate cashback sites previously, but now they are cutting out the middle man and going direct. It will be interesting to see how this affects their affiliates. Will their rev share affiliates be paid on net losses after the cashback has been given?
I know that it is similar to a supermarket loyalty scheme but this is the first time I’ve seen it done so transparently. From a consumers point of view, I’ve no doubt that this will win Coral a lot of customers and people like me with multiple gambling accounts will favour them.
From the affiliates point of view I’ll be interested to see how this pans out, but a good example of learnings from the affiliate world influencing the bigger marketing picture.
