The technology powering airline mobile boarding passes also enables push notifications to retail marketers.
Mobile wallet passes are digital representations of cards for tickets, boarding passes, car insurance, loyalty programs, coupons, and memberships.
Storing these passes within mobile wallet applications such as Apple Wallet, Google Pay, and Samsung Pay streamlines the ability for users to access and use them directly from their smartphones. transactionimprovement safetyavoiding physical alternatives.
marketing opportunities
Wallet Pass works with brick-and-mortar stores and e-commerce shops, and has three key features: persistent storage, updates, and push notifications.
Consider an airline boarding pass.
- Travelers remotely check in for flights, Add boarding pass in her wallet. The pass will remain in your wallet until you manually delete it. Passes are stored for years and often migrate from old phones to new ones.
- If the departure gate or time of your flight changes, Digital boarding pass update With the latest information.
- Finally, the boarding pass Send notification Appears on a smartphone’s lock screen to notify travelers of new gates and departure times.
An expired boarding pass from the author’s digital wallet.
Imagine a similar procedure applied to retailers.
- shopper Add store points card into his wallet to get a discount.
- During the week-long promotion leading up to Black Friday or Cyber Monday, the store will be offering the following benefits: daily updates With special offers and discounts. Every day, sale items and offers will appear on your digital points card (Wallet Pass).
- Retailers also Send push notifications Appears directly on shoppers’ smartphone lock screens to notify them of daily deals.
Stores can include external links in either loyalty cards or notifications (depending on the mobile operating system) that direct shoppers to a sales landing page. buy.
In some cases, this may be a single-click checkout where tapping the message link takes you directly to the order confirmation page. Few other channels offer this level of conversion potential.
In particular, the mobile wallet pass is delivered directly to the shopper’s mobile phone. This is a powerful channel during the holiday shopping season, when email and ad campaigns are saturated.
Digital coupons and loyalty cards can be linked directly to checkout. These hypothetical examples are from the Apple Wallet documentation.
Perfect fit?
A DIY approach to Wallet Pass marketing is entirely possible. All major mobile operating systems have well-documented software development kits (SDKs) or application programming interfaces (APIs).
But it takes little effort. Prominent mobile pass providers include Vibes, PassKit, and Airship. There are over 70 wallet pass options in the Shopify App Store. Some providers offer 1,000 permanent points card passes for less than $100 per month.
Still, shoppers need a reason to add a pass. The motivator might be a loyalty card with the promise of points or prizes, or a coupon issued on a monthly basis. Both may be more appealing to shoppers than downloading an app.
However, it’s clear that Wallet Pass doesn’t make sense for every retailer. These probably fit sellers like:
- Both physical stores and online stores,
- wide range of products,
- existing loyalty program,
- frequent sales and promotions,
- Reduced profits from other promotional channels.
Nevertheless, mobile wallet passes are a potential marketing channel for online and offline sellers. The technology’s ability to be stored on shoppers’ smartphones, provide real-time updates, and send push notifications directly to their locked screens makes the passes especially valuable during competitive periods such as the holiday season.
