Cashback and other tools of loyalty program. Bychkov A.I.

Keshbek is one of the most popular tools to increase the activity of customers who get the opportunity to return part of the purchased price paid for the purchase of goods and services, as well as to extract other advantages from participating in the loyalty program developed by the entrepreneur. Keshbek can be paid by money, points and miles, shares, as well as in other ways, they can pay for goods and services, as well as connecting an increased cashback in certain categories of purchases. Despite all the apparent simplicity of this tool of the loyalty program, its practical use is often associated with a large number of customer disputes with entrepreneurs due to disagreement in the order and conditions of cashback. The problematicity of the resolution of such disputes in court is caused by a deficit of legislative regulation of these relations and a different assessment of the legal nature of Keschback by the courts. In this book, based on applicable legal norms and emerging judicial practice, based on the analysis of the conditions of loyalty programs used by various market participants, practical recommendations are proposed that may be useful and serve as a starting point for further research on this interesting topic.