EXECUTIVE SUMMARY

This report presents a strategic analysis of Cashpresso’s position within the expanding "Buy Now, Pay Later" (BNPL) market. BNPL services have gained popularity for providing financial flexibility to consumers and boosting sales for merchants. However, concerns regarding potential debt traps and hidden costs hinder consumer trust and adoption. This study explores how Cashpresso can enhance its market presence and credibility through targeted marketing strategies, transparency, and consumer education.

Goal

The primary objective of this project was to identify strategies for Cashpresso to expand its user base and strengthen its position in the BNPL sector. The project focused on understanding the preferences and concerns of Millennials and Gen Z (18-30 years old), the core target audience. Additionally, the study aimed to assess Cashpresso’s current marketing efforts and analyze key competitors—such as Klarna and PayPal—to extract insights that could improve Cashpresso’s market reach and brand perception. By addressing consumer skepticism and refining marketing approaches, the goal was to develop actionable recommendations to enhance Cashpresso’s growth and credibility.

Methodology

A mixed-methods approach was adopted, incorporating both primary and secondary research. Primary research included in-depth interviews with 20 individuals and three online surveys targeting BNPL users and non-users. The surveys collected data from 76, 132, and 27 participants respectively, providing insights into consumer behavior, attitudes toward BNPL, and potential motivators for adoption. Secondary research involved analyzing industry reports, competitor strategies, and academic literature on consumer finance and marketing. A competitor analysis was also conducted, comparing Cashpresso to Klarna, PayPal, and Erste Bank’s Online-Kredit service to identify best practices and areas for differentiation.

Results

Key findings indicate that consumer trust is a significant barrier to BNPL adoption, with concerns centered around hidden fees, financial stress, and lack of transparency. 87% of initial survey respondents viewed BNPL services negatively, associating them with debt traps and financial instability. However, experienced BNPL users exhibited a more positive outlook, suggesting that better education and clearer communication could improve adoption rates.

Analysis of Cashpresso’s marketing strategy revealed limited engagement, particularly on social media. While the company maintains a digital presence, its content lacks the dynamic and interactive elements preferred by Cashpresso’s target audience.

Strategic recommendations include enhancing transparency through clear repayment structures and financial education initiatives, leveraging influencer marketing to increase brand credibility, and introducing visually engaging content such as short-form videos and storytelling campaigns. Additionally, implementing gamification features, cashback incentives, and financial planning tools could drive user engagement and encourage repeat usage. Strengthening partnerships with merchants in high-demand sectors such as electronics and fashion is also critical for increasing adoption.

By addressing these strategic priorities, Cashpresso can position itself as a trusted and innovative BNPL provider, effectively bridging the gap between consumer concerns and brand perception and achieving sustainable market growth.

 

Cooperation Partner

• Cashpresso, Raiffeisen Bank International

• Am Stadtpark 9, Vienna, Austria

• Cashpresso.com

Contact Person

• Petra Kirbis - petra.kirbis@rbinternational.com

Student Team

• Inés Ebermann

• Iva Nachkova

• Elias Fronhofer

• Berkay Dede

• Bernard Veres

Project Manager

• Diana Lauer

• Viktor Penzinger