for bhumika grover it was never a choice between the big billion days of flipkart or amazons great indian festive sale in the runup to diwali even the electronics monday sale by snapdeal was not captivating enough i knew i would have got some amazing discounts but i wanted something extra says the 33yearold young designer who had been planning to upgrade her television for the last few months grovers extra moment came when payments and ecommerce services provider paytm rolled out an up to 100 per cent cashback diwali campaign on november 3 with a maximum retail price of rs 77900 a 48inch full hd led samsung television was available at a selling price of rs 63371 thanks to a 20 per cent odd discount a mouthwatering deal indeed but it didnt end there grover may have perhaps got a similar discount at a few other etailers too what she wouldnt have got was over rs 10000 cash back in her mobile wallet on top of the discount cashback is like icing on the cake and this icing never melts says grover who shops only when theres a tempting cashback offer if a discount is value for money cashback is double the value she grins as roundtheyear discounts at times as high as up to 80 per cent become par for the course in luring polyamorous buyers in a hypercompetitive ecommerce market a raft of etailers such as paytm are betting big on cashbacks to woo consumers with a fresher juicer carrot a cashback quite simply is a form of incentive over and above the discount price offered to buyers as a refund in their mobile wallets which they can use to either shop for products or for any other services these include paying utility bills and for mobile and data card recharges while buyers have more cash in hand to shop sellers get a chance to get another slice of the consumers wallet retention strategy cashback is the reigning king of indian ecommerce marketing says saurabh vashishtha vicepresident business paytm while discounts attract shoppers there is little that they do for customer retention between three top players a consumer will identify the platform offering maximum rebate and shop there however there is nothing to ensure that this transaction moves on from being a onetime interaction to something more permanent vashishtha adds that the cashback scheme on paytm has a further advantage vis vis other online marketplaces unlike other platforms where a cashback earned on a purchase must necessarily be used for another similar purchase on paytm users have myriad possibilities for using that cash he contends the second transaction could be needbased or an impulsive buy but the chances of it taking place are almost 100 per cent he claims vashishthas confidence is borne out by abhishek pandey and shivani gupta the husbandwife duo in delhi visited grabon an online coupon and deal site bought grocery worth rs 15000 from peppertap an online grocery app and paid