Most brands still see payments as a cost centre: something to minimise rather than optimise. Caroline Tran from Hello Clever is flipping that mindset. Her approach transforms the payment rail itself into a driver of growth by connecting real-time payments with real-time rewards. “Cashback feels like a gain, whereas discounts feel like a loss.” That simple shift is redefining how merchants view both margin and loyalty.
Reinvesting Fees into Customer Value
Hello Clever’s model builds on Australia’s New Payments Platform (NPP) and PayID to power instant, low-cost transactions. Most merchants today still hand over 3–4 per cent of every sale in processing fees to credit card providers or gateways. By cutting out those middle layers, Caroline’s team helps merchants reinvest that same money into customer value. Instead of losing margin to fees, they give it back to shoppers as instant cashback. The result? Customers feel rewarded, while brands save money and strengthen engagement at the same time.
Why Cashback Wins Over Discounts
The psychology behind cashback is what really gives it power. Discounts can make shoppers hesitate: they teach customers to wait for the next sale. Cashback, on the other hand, creates excitement after purchase. It rewards good spending behaviour and builds long-term loyalty. “We see customers waiting for cashback moments to purchase,” Caroline says. “Some campaigns run out in 15 minutes.” It’s a clever way to drive bursts of demand without slashing prices or training customers to expect markdowns.
Make It Effortless to Convert
Even the best incentive fails if the process is clunky. Conversion specialist Sonia Friedrich highlighted on episode #392 that friction kills conversion. The simpler the flow, the stronger the result. Tools like Guest Checkout or one-tap payments help new options like real-time PayID thrive. Caroline’s team at Hello Clever has built around this principle: remove the drag, make the payment instant, and let the cashback feel effortless. When customers see value with zero hassle, adoption skyrockets.
From Checkout to Growth Engine
Payment innovation is no longer just about shaving costs. It’s about creating a growth loop that funds itself. Real-time payments, instant cashback and seamless user experiences are turning checkout from a backend process into a front-line marketing tool. The brands that combine low fees with high perceived value are winning on both conversion and loyalty. Cashback might have started as a nice-to-have, but in the hands of clever operators, it’s becoming a serious growth strategy.
In this Playbook:
- How Hello Clever is using real-time payments to power instant cashback and loyalty
- Why cashback feels like a gain while discounts erode brand value
- Why Sonia Friedrich says friction is the ultimate conversion killer
- The key to turning payment rails into marketing assets that grow both margin and trust
🎧 Listen to the full Playbook with Caroline Tran from Hello Clever, now on Add To Cart.
Before you leave…
Join the Add To Cart Community. We’ve got deep dives, events, and practical inspo for ecommerce operators who are playing the long game.
