Shopback's Carolina Paradas on how retailers are shifting their channel strategies with cashback

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 22 May 2026

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

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Summary

What if the most valuable customer acquisition channel you're ignoring is the one you’ve always written off as just a discount tool? Agility requires not just adapting to new customer behaviors, but fundamentally re-evaluating long-held beliefs about which channels drive growth and which ones are merely a race to the bottom.Retailers are making big moves into the cashback ecosystem. Today, we're going to talk about the shifting economics of customer acquisition and how they are causing many brands to rethink their channel strategy. To help me discuss this topic, I'd like to welcome, Carolina Paradas, GM, North America at ShopBack. About Carolina Paradas Carolina Paradas on LinkedIn: https://www.linkedin.com/in/carolina-p-693b418a/ Resources ShopBack: www.shopback.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f Don't miss We Make Future - the International Festival of Innovation in AI, Tech, and Digital Marketing, June 24-26 in Bologna. Learn more: https://aglbrnd.co/r/c80991afff416bb2 The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	What if the most valuable customer acquisition channel you're ignoring is the one you've always written off as just a discount tool?
0:06.0	Agility requires not just adapting to new customer behaviors, but fundamentally re-evaluating long-held beliefs about which channels drive growth and which ones are merely a race to the bottom.
0:17.0	Zara just made its first move into the U.S. cashback ecosystem ever this holiday season.
0:22.6	For a brand that controls 13% of the U.S. fast fashion market and has historically maintained
0:27.6	tight control over its distribution and promotional strategy, this marks a significant shift.
0:33.6	Today we're going to talk about the shifting economics of customer acquisition and how they're
0:37.8	causing many brands to rethink their channel strategy.
0:43.9	Welcome to Season 8 of the Agile Brand Podcast.
0:46.7	This season we're going all in on Expert Mode, Martec, AI, and customer experience,
0:51.5	talking with the people and platforms behind the brands you know and love.
0:54.8	Again, I'm your host Greg Kilstrom, and I help Fortune 1,000 companies make sense of
0:59.1	Martec, AI, and marketing ops.
1:01.2	Hit subscribe or follow to make sure you always get the latest episodes and leave us a rating
1:05.3	so others can find us as well.
1:07.8	And make sure you check out our sponsor Tech Systems, an industry leader in full-stack technology
1:12.6	services, talent services, and real-world adoption.
1:16.1	For more information, go to TechSystems.com.
1:19.0	Now let's dive in.
1:22.8	Tell me to discuss this topic, I'd like to welcome Carolina Paradis, GM, North America at Shopback.
1:28.8	Carolina, welcome to the show.
1:30.6	Thank you so much for having me. Really excited to be here today.
1:33.8	Yeah, yeah, looking forward to talking about this. Before we dive in, though, why don't you give
	...

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