Lafe's offers first promotion on Ibotta cash-back app

Brief:

Lafe's Natural BodyCare, a marketer of personal care products made with natural ingredients, launched its first promotion on cash-back rewards app Ibotta. Customers can get $1 off Lafe's deodorant when they shop and pay while using the app, per an announcement.
Walmart, ShopRite, Stop & Shop, Giant Food and HEB stores are participating in the promotion for users of the Ibotta app. The company offers rewards to customers who either shop online or in stores, and scan their checkout receipts to verify purchase.
Lafe's showcased the promotion in a 15-second video touting product availability at Walmart.

Insight:

Lafe's first promotional offer on Ibotta indicates that the marketer seeks to boost demand for its products as people use deodorant less often while stuck at home during the coronavirus pandemic. Consumers used shampoo and deodorant 11 fewer times a week amid lockdowns, packaged goods giant Unilever estimated in its most recent quarterly earnings presentation. As those restrictions are gradually lifted and people are given more opportunities to be out in public, demand for personal care products is likely to rebound for companies like Lafe's. By offering a discount to Ibotta shoppers, the brand can reach a wide group of consumers who use smartphone apps to track rewards and loyalty programs.

Lafe's is the latest company to run a promotion on Ibotta, whose shopper rewards app has been downloaded 35 million times. The startup works with more than 1,500 brands and retailers, and has paid back more than $600 million to its users, per its website. Grocery stores, drugstores and mass merchants were allowed to remain open during the pandemic, but many consumers shifted their spending to e-commerce channels while stuck at home, giving Ibotta several ways to connect with consumers.

Lafe's discount offer follows Ibotta's "Here to Help" campaign that this month offered $10 million in cash back to consumers from brands such as Tic Tac, Kellogg's Cereal, Huggies Pull-Ups, Flipz and Kind snack bars. Ibotta has been active with recent promotions that include its Earth Day campaign last month that featured marketers such as Nestlé, Danone and Post cereals. Ibotta in March ran a "Spring Forward, Cash Back" effort that urged people to stay committed to New Year's resolutions by offering cash back from marketers including Adidas, AT&T Mobility, Gap, Home Depot, JCPenney, Macy's and QVC, among others.

Last year, Ibotta added a payments feature to offer additional savings to users.