TFS#202 - Angus Muffet @‌Shopback: $3B+ in sales, $200M in Cashback for 2.5M Australian Users

THE FLIP SIDE with Andy Mai

Angus Muffet is the General Manager at ShopBack Australia & New Zealand, a leading e-commerce platform specializing in cashback and rewards. Under his leadership, ShopBack has grown significantly, offering users the ability to earn cashback on purchases from a wide range of retailers.

Muffet has focused on making ShopBack a daily habit for users, likening its use to popular social media apps. Prior to joining ShopBack, he held a position as the National Sales Director at Groupon, furthering his experience in the e-commerce and marketing sectors​

Connect with Angus Muffet!

https://au.linkedin.com/in/gusmuffet

CHAPTERS:

0:00 - Introduction

0:51 - Meet Angus Muffet, Managing Director of ShopBack AU & NZ

3:24 - ShopBack on having 2.5 million users in Australia

5:45 - How ShopBack conducts promotional campaigns with merchants/brands

8:00 - How ShopBack operates from merchant to consumer

9:36 - How ShopBack earns commission from promotional campaigns

13:12 - Can small merchants grow with ShopBack?

15:44 - How big brands pay placement fees/commissions for push notification email blasts

16:50 - How 100% cashback campaigns work, such as Pizza Hut’s 100% cashback

18:41 - Are there limits on 100% cashback campaigns?

19:59 - ShopBack on using loss leader promotional campaigns

22:10 - Angus on customer loyalty towards ShopBack vs. other cashback apps

24:34 - Market share comparison: ShopBack, Cashrewards, TopCashback

27:08 - ShopBack on merchant loyalty and affiliates

31:13 - Why does the affiliate space require a budget to partner with cashback companies?

33:03 - How merchants pay commissions to ShopBack for sales made through the app

36:06 - Does ShopBack have a bidding system within the app?

37:25 - Negotiating commission rates with new and existing merchants

40:20 - Onboarding new merchants on the ShopBack platform

41:52 - Is ShopBack similar to eBay?

43:05 - ShopBack on ranking merchants within the app

45:17 - Can small brands grow from $0 to $1 million on ShopBack?

47:22 - How integrating with agencies helps merchants market their brands

52:04 - Working with 4,500 merchants, with and without agencies

53:06 - How ShopBack prevents duplicate account registrations

56:43 - Rewarding users for payments made via QR codes

57:26 - How cashback works for in-store payments

1:00:06 - Difference between paying in-store with a credit card and ShopBack credit

1:01:43 - Differences in money flow for online vs. in-store merchants using ShopBack

1:03:33 - Why ShopBack is not planning to integrate with Uber Eats or delivery services

1:07:06 - Utilizing the flywheel effect to scale business

1:09:22 - ShopBack’s marketplace strategy

1:11:51 - Angus on ShopBack’s marketing approach

1:17:19 - Lessons learned after Facebook Live crashed during ShopBack’s 2nd birthday

1:22:39 - Maintaining a high employee retention rate

1:25:47 - Angus on hiring during the early stages of ShopBack

1:28:06 - Testing ethical behavior and attitude during interviews

1:31:23 - The "cup in the kitchen" interview story: those who leave the cup don’t get hired

1:32:41 - Angus on interviewing for senior and international positions

1:34:12 - ShopBack's team of 600 and Angus’s role in hiring

1:38:50 - High-ROI programs for employee engagement

1:41:59 - Is ShopBack Australia independent from ShopBack Singapore?

1:43:42 - How Angus launched ShopBack in Australia

1:45:14 - Angus as an entrepreneur: does he aspire to start his own company?

1:49:14 - Differences between the Australian and Singaporean markets

1:51:10 - Comparing purchasing behavior: ShopBack Australia vs. ShopBack Singapore

1:52:45 - How ShopBack achieved 70% app adoption

1:56:00 - Running effective marketing campaigns

1:59:52 - Angus on ShopBack’s customer lifetime value

2:01:56 - How merchants validate purchases from the ShopBack app

2:03:47 - The team behind ShopBack's OzBargain initiatives

2:05:11 - Connect with Angus Muffet

2:05:43 - Outro