ShopBack unveils new branding playing on Internet catchphrase 'FTW'

ShopBack has undergone a global brand refresh spanning 10 markets in Asia Pacific featuring the tagline "For The Wins". This is a play on the popular Internet catchphrase "FTW". In line with this, ShopBack has launched a series of roving pop-ups across Singapore. Done in collaboration with CapitaLand Malls, participants will have the chance to win SG$100,000 worth of Tesla shares and other prizes during their roving pop-up.

Alongside its rebrand, ShopBack is also launching ShopBack PayLater, a buy now pay later (BNPL) payment option. According to ShopBack, it aspires to be the preferred checkout option for shoppers with PayLater and this represents a significant milestone in its move to offer diversified financial services to its shoppers. It also plans to deepen its product offerings and expand its financial services to more markets in the coming months.

ShopBack PayLater will be launched in Singapore and Malaysia, and made available at over 4,000 online and in-store merchants in Singapore and Malaysia. Some of the merchants include Charles & Keith, Crate & Barrel, Love Bonito, Shiseido and ZALORA.

It will integrate payment application hoolah’s platform capabilities with its Pay feature, enabling shoppers to split their in-store or online purchases into three interest-free monthly instalments when they check out via ShopBack. Additionally, cashback earned from shopping online and in-store can also be used to offset PayLater payments. MARKETING-INTERACTIVE has reached out to ShopBack for additional information about the rebranding.

Henry Chan, CEO and co-founder, ShopBack, said: “ShopBack believes in the power of small wins, applied consistently and continuously, and we work relentlessly to deliver smarter ways to shop and pay. We hope that the rebrand brings out this message more strongly to our shoppers.”

Hamish Moline, ShopBack's managing director, financial services, added: “Financial flexibility is the key to achieving our goal of making shopping rewarding, personalised, and accessible to all.” Moline said that ShopBack’s PayLater feature will remove the need for initial large lump sum payments and allows users to divert resources saved from instalment payments to merchant purchases or even their own savings. “This makes ShopBack an optimal space for enabling rewarding shopping experiences while encouraging financial mindfulness,” he added.

ShopBack has been doubling down on its presence in Asia Pacific. Just a few weeks ago, Shopback had raised US$80 million of new capital in a funding round led by Asia Partners. The funds were to be invested into developing new, innovative products for users and merchant partners, deepening its presence across the Asia Pacific, and building capabilities for public market readiness. 

In 2020, it had launched its website and mobile app in Vietnam together with its 8.8 launch campaign. During its launch, online shoppers in Vietnam earned up to 25% cashback from ShopBack Vietnam’s roster of over 150 merchants.

Separately, in March, ShopBack had appointed local celebrity Annette Lee as its brand ambassador. Fern Nannaphat, country manager, ShopBack Singapore told MARKETING-INTERACTIVE that Lee’s personable nature and her relatability to audiences in Singapore are widely known by the general public.

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Shopback bags US$80m in funds, plans to expand APAC presence
ShopBack launches campaign to grow in Vietnam
ShopBack SG names Annette Lee as brand ambassador