I believe that when it's not indicated to a single store, it's probably promotional and classed as advertising. Remember, these are trials and as goldbear said, they'll use the data to refine what they do to keep costs down in future promotions, or alternatively, they'll know costs and be happy with it.
The cashback offers with individual companies would probably be something similar to what cashrewards and shopback do. Hence the reason why they have concurrent cashback offers. They've even called it "zip rewards" similarly to cash rewards, just like the did with tap and zip. They're not reinventing the wheel, they're just packaging it all up nicely.
Imagine what they'll do with promotional offers with Harvey Norman now with their zip rewards style and what info they can generate from these things.
I believe that when it's not indicated to a single store, it's...
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