According to a survey conducted by the Association of Brazilian Businesses in the Loyalty Market (ABEMF), in 2023, 85.2% of respondents said they preferred brands with loyalty programs or benefits. Among the features currently offered by companies, the cashback feature stands out.
For Ricardo Fiorillo, CMO of Baratão Combustíveis, cashback represents a major change in consumer behaviour, because it provides Brazilians with an immediate and transparent financial return.
“We live in a scenario where the consumer not only wants to pay less – he wants to feel like he is getting something back. The cashback commitment is precisely this perception of a tangible benefit, which turns the purchase into an earning experience and not just spending,” he explains.
Within the Baratão app, for example, the tool offers discounts aimed at amplifying the brand and making a real, positive impact on the user’s routine. The goal is to return a portion of the amount spent immediately and clearly, creating a relationship of trust and repeat use.
“Baratão was created with the goal of making Brazilian drivers spend less and live better, and cashback was a natural step in this mission. In practice, it allows drivers to see the results of savings in real-time, which can boost engagement and a sense of belonging to the company’s ecosystem,” he says.
Since it is one of the most widely used loyalty strategies, Baratão cashback can turn every offer into a new touchpoint with the brand, encouraging the customer to return to the app and integrate it into their routine.
“In addition, the cashback is accompanied by engagement programmes, such as Check-in Diário, Gire e Ganhe and ‘Baratinhaz’ which together aim to build a complete reward experience. This active loyalty model can make the user associate the saving process directly with the brand,” he emphasizes.
The program strengthens the bond with the user
Riccardo Fiorello highlights that since adopting the cashback system, Paratão has recorded growth in engagement and frequency. According to him, the repurchase rate among users who use the function is three times higher than among those who do not use it, in addition, the average time spent in the application has increased significantly.
“The perceived value of the brand has also grown, and today we have high marks in app stores,” he says.
Another advantage of the program is to strengthen the brand’s position as an intelligent and collaborative economic platform. Baratão treats benefit as part of the core of the business, not just as a short-term promotional measure.
Currently, Baratão has over 3 million users, 2,000 partner stations and generates around R$150 million in monthly transactions. For 2026, one of the company’s plans is to expand the brand to other countries in Latin America, taking the collaborative economy and instant cashback model to the entire region.
“We are also organizing an IPO project, which aims to promote Baratao as the first automotive savings and loyalty platform to go public in the country,” concludes Riccardo Fiorillo.
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