The growth of Mobile Wallets and the importance of having integrated loyalty programs

Mobile Wallets offer benefits to all stakeholders, both customers and merchants, by bringing to live mobile payments with enhanced security features while allowing a faster checkout, but also enhancing loyalty solutions.

Mobile Payments Volume

Forecast US mobile in-store payment volume (Source: BI Intelligence´s 2016 Mobile Payments Report)

As expected, in-store mobile payments are growing and recent estimation finds that it will reach $75 billion this year and $503 billion by 2020.

Nevertheless, mobile payments still face some high barriers, but as loyalty programs are integrated and more consumers rely on their mobile wallets, adoption and usage will surge over the next years.

Consumers want more from their mobile wallets. The inclusive mobile wallet with features and services, on top of just debit and credit cards, is very appealing to consumers.

Mobile Coupon and Loyalty Program

Top features consumers want for Mobile Wallets (Source: Urban Airship Report – UK and US Adults Q2 2016)

Loyalty or store cards and coupons are among the most desired features for mobile wallet users. 60% of users have used a loyalty card through a mobile wallet, and there is a high demand with two-thirds of users wanting to. Coupons, like the loyalty programs, are the second most desired feature with 53% claiming that have used them and 62% of customers wanting coupons on mobile wallets.

Apple Wallet

Apple Wallet mobile coupon

Integrated marketing tools such as loyalty programs and other add-on feature are key to drive mobile wallet adoption and usage. Consumers are showing interest in wallets with integrated loyalty programs.

HOW ANDROID PAY WORKS

Android Pay (previously named Google Wallet) is Google platform for payments using Android devices. It was initial launched in last quarter 2015 in the  US, and currently we are seeing global roll-out with UK launch in May, Singapore and Australia in July and other countries already scheduled before the end of 2016.

The Android Pay platform consists in two main features, Payments and Passes. The first one allows you to use your device (with NFC technology enabled) for making payments by registering your bank cards into it. The second allows you to install mobile passes (Coupons, Membership Cards, etc) into your device’s wallet, as it already exists in the Apple Wallet. Currently, Passworks only allows to manage Passes.

 

Payments using Android Pay

Google started by launchingGoogle Wallet, with the idea that all features related with payments would be integrated into a single platform, however they probably saw a niche by separating the mobile payments (and mobile passes) into a new context which they called Android Pay.

If you happen to be in one of the places where Android Pay is already released, it should be very easy to start using the Payments solution, just need to confirm your bank support availability.

Just need to add your credit/debit card to the Android Pay App and you can start making payments in every NFC card reader available everywhere. Another great feature is that the app records all yours transactions and gives you a simple expenses manager, that, in the future, may become a great personal finances application with reports and budgets manager.

 

Mobile Passes for Android Pay

For Passworks the most interesting part is the  possibility of creating and distributing what we call Passes or Cards. Android Pay support Loyalty Cards, Offers and Gift Cards.

You can either add them yourself, by taking any card with a barcode you have, as long as you have access for the number of the barcode, and add to your wallet or you can navigate into some merchant website and use the “Save to Android Pay” button.

The main idea behind you be allowed to add your own cards, is to allow to have a digital copy of them.

 

Adding Passes to the Wallet

You have two ways of adding mobile coupons to your Android Pay Wallet App.

The first is to create yourself, a digital copy of your existent cards (coupons, loyalty, membership, etc.) that holds one of the barcodes available. You just have to tap the + button inside the app and fill the details, simple like that.


android-pay-addAdding a new Pass

The other way is when a specific merchant uses the Android Pay API, directly or through a gateway (like us), generates their passes and make it available on their website, or distribute (by SMS, Email or other) using url linked to the Save to Pay button.

Save to Android Pay

After the passes are installed, you can (if locations were added) receive notifications when the device is nearby the specific location.

Using the Passes

In most cases, the action of redeeming or using some pass is basicaly to read the barcode using some reader (app or scanning device) and for the cases of mobile coupons generated by the merchant, it can also update the pass information after redeeming it.

 

ANDROID PAY SUPPORT & SHORT URL

We are excited to announce that we began supporting the creation of content for Android Pay and also you can share your Mobile Wallet Passes using our new convenient short URL service.

We now support Save to Android Pay

android payYou now can create passes for Android Pay with the same ease that you create them for Apple Wallet. When creating a campaign, you automatically can serve Android Pay and Apple Wallet using the exact same URL.
Tap into millions of iOS and Android users who now use Apple Wallet and Android Pay systems to manage their digital offers.

Know more about Android Pay at Passworks support documentation.

Short URL for a convenient distribution

short urlWe understand the importance of a short URL when distributing a Mobile Wallet Pass. Starting today, you can share your passes using our convenient pass.yt short URL service, available for free to all Passworks users.

Learn more and start creating your own mobile wallet marketing campaign with the free Passworks trial.

LOCATION. LOCATION. LOCATION.

It’s all about location.

It is critical for brands to understand the consumer journey and what are the touch points during this path. These key moments represent the times when a consumer is more open to purchase or consume a certain product and when it becomes really relevant to deliver a call-to-action.

To know about those moments means collecting multiple data about the consumers and his behaviour. And knowing about their location means that the brands can connect and engage with the consumer at the right moment.

Location-based advertising

Location-enabled advertising is not a new concept but the different arrays of the technology and the proliferation of smartphones are only now allowing marketers to take full advantage of it.

Location data is playing an important asset for brands to connect with consumers in the real world, and the smartphone is being the key communication channel to deliver that engagement everywhere.

Pre-installed mobile wallets applications on smartphones, such as Apple Wallet or Android Pay, allow brands to reach their audience in a relevant and compelling way, giving the opportunity for marketers to benefit from mobile wallets as a new mobile marketing communication channel.

Location-based

And one of the most interesting features of mobile wallets is the possibility to engage in real-time with the consumers using native location-based technology or by interacting with beacons. Marketers can specify strategic locations or associate beacons to the mobile wallet, in order to trigger location-based notifications directly to the consumer smartphone.

Learn more and try to create your own location-based mobile wallet marketing campaigns with a free Passworks trial.

MOBILE WALLETS ADVANTAGES

Apple Wallet (including Apple Pay), Android Pay and Samsung Pay are changing how we interact with our phone by implementing mobile wallet functionalities that go beyond payments. We are now able to store, save, share coupons, store or loyalty cards, rewards, boarding passes, event tickets, while engaging with the users in real-time.

Mobile wallets are simple to implement and a highly effective for a brand and business to interact with their clients, not only in real-time but also based on their location.

Here are some of mobile wallet marketing main advantages:

Native Wallets Advantages

  • Take advantage of native Apps
    Reach prospects that do not have your App installed through mobile passes in mobile wallets native Apps, such as Apple Wallet, Android Pay or Samsung Pay. Build marketing campaigns and programs that “live” inside your customers’ smartphone.
  • Add App advantagePromote your own App
    Take the opportunity to promote your app through a mobile channel with the ability to open or install it directly from the digital pass.

Passworks Platform_Add Pass copy

  • Ease of use on how to install a mobile wallet pass
    You can distribute your mobile wallet pass by sending and email or an SMS with a url link, by printing or embedding a QR code on a website or App or even sending the .pkpass file as an attachment.

Updates Advantages

  • Mobile wallet pass content can be updated in real-time
    With real-time multiple content, value and look & feel updates, you have the opportunity to establish an on-going conversation with your consumers, in order to keep them always up-to-date.

Push Notifications Advantages

  • Send push notifications
    Engage with your audience through a mobile channel in a convenient and relevant way: send messages to promote offers, make reminders and inform updates directly to your consumers’ smartphone, giving you the chance to be on your consumers’ top-of-mind.

Locations Advantages

  • Trigger location-based notifications
    Take the advantage of the location-based technology by defining geo-based and beacons-based messages which will be triggered when passing by your store or a specific and strategic location.

Passworks Platform_Welcome to Passworks

Besides the great advantages, there’s a true power of timing regarding the use of mobile wallet marketing on a communication strategy and of each use case: there are different types of passes for different purposes just as much as the same type of pass can be used to achieve so many goals. Don’t miss this chance to use mobile as a strategy. Start now!

APPLE WALLET NEWS WITH IOS 9.3

Apple just launched the new version of the operating system: iOS 9.3. Despite not being spoken on March 2016 Apple event there were small changes/improvements on Apple Wallet.

  1. App Icon

Apple Wallet News with iOS 9_Open AppApple Wallet has been an amazing channel for brands to engage with their customers and one of the features was allowing brands to promote their App at the back of their passes.

With the new iOS 9.3, if a brand integrates the App with the pass, the App icon will also appear on the bottom left of the front of the pass where previously was the share icon

If you tap on the icon one of two things will happen; if the App is already install it will automatically open, otherwise you will be directed to the App store to download the App.

  1. Share Link

Apple Wallet News with iOS 9_Share PassSince the begging of Apple Wallet on the bottom left corner of the pass there was share icon. By tapping on that icon users were allowed to share their pass via message, mail or airdrop.

In iOS 9.3, and covered by previous point, the share icon has been removed and now appears on the back of the pass as a link right bellow the Automatic Updates and Suggest on Lock Screen.

HOW TO DELIVER A PASS INTO YOUR CUSTOMER MOBILE WALLET?

A Mobile Wallet Pass can take the form of a membership card, a boarding pass, a coupon, an event ticket, a store card and others.

Passworks-Mobile-Passes

Passworks Platform_Add Pass copy

 

It is really easy for a customer to install a Mobile Wallet Pass. The most common ways to distribute it are shown below.

Passworks Platform_EmailEMAIL

You can distribute your mobile pass by sending an email to your customers with the url link, a .pkpass file or the QR code of the mobile pass to be scanned.

Passworks Platform_SMSSMS

Communicate the url link of your pass via a text message.

QR CodeMARKETING MATERIALS

Insert the QR code of your pass on your marketing materials for customers to install the pass directly into the mobile wallet,  once they scan it.

WEBSITEwallet-buttons

Enable customers to install your mobile pass directly from your website by adding a add to wallet button (mobile) or a QR code to be scanned (desktop).

mobile-wallet-appMOBILE APP

Allow your customer to store a mobile pass directly from your mobile app.

Passworks Platform_FacebookSOCIAL MEDIA

Integrate and communicate your pass from mobile social media platforms such as Facebook or Twitter

On-Going Conversation & Customer Engagement

Mobile Wallets allow to start on-going conversations with your customers by managing the wallet pass. With the ability to do real-time pass updates, you can refresh the content of the pass frequently according to your brand strategy, so your customers always have an up-to-date pass and keep it on their mobile device indefinitely.

Paez, an international Argentinian shoes brand, provides exclusive value to their customers through Paez mobile wallet pass.

Paez first mobile wallet pass
Paez first mobile wallet pass

Paez wallet pass is regularly updated to communicate new campaigns and deals, while giving Paez a powerful on-going mobile engagement channel and the ability to amplify an offer when it real counts. In this way, Paez is giving to their customers the opportunity to get the most value of their shopping experience.

All mobile wallet passes from Paez - Passworks

Mobile wallets are proving to be a great tool to improve customer experience and delivering sales growth. Paez is already on-board with happy customer and great results!

SMARTPHONE USERS WANT REAL-TIME PROMOTIONS

Mobile is fast changing the retail landscape, specially when it comes to real-time promotions. Accenture* surveyed more than 10.000 adult smartphones users worldwide, who shopped both in-store and digitally for the past 3 months.

Consumers use their smartphone when shopping and receiving real-time promotions is one of top smartphone retail services they desire.

real-time-promotions

Nearly half of smartphone user worldwide said they can´t wait to receive real-time promotions from retailer on their smartphone device. Also, 42% said they want the ability to credit coupons and discounts automatically.

Despite the majority of the respondents mentioned they want to receive real-time promotions, the fact is that only 7% of worldwide retailers are offer that service to their consumers.

Passworks Push Notification

Retailers understand the benefits of higher mobile engagement and Mobile wallets are one of the methods that retailers can have to give to their customers what they want. With Mobile Wallets, such as Apple Wallet or Android Pay, retailers can send to their customers’ real-time promotions and offers without the need for an App. 

Passworks_Coupon

By taking advantage of the non-payment side of Mobile Wallets, the retailers can create a Perpetual Coupon that once is installed on the smartphone opens a real-time communication channel between the retailer and customer.

  • The Coupon can be updated in real-time with new promotions or offers according to the retailers’ strategy.
  • Directly send a notification to the customer´s lock screen alerting them of the new promotion.
  • Creates geo-fences and/or beacons that tie for a more personalized experience.

* Source: Accenture February 2016 “Retail customers are shouting – Are you adapting?”

The new Passworks platform is here!

At Passworks our customers are always our focus, and as a result, we’ve just released the new version of our platform. Many of you have already experienced the new platform and be sure we appreciated all the feedback received.

Aside of many small improvements, the new platform brings:

  • A cleaner and more intuitive interface to design the passes and roll out the campaigns;
  • New features adding even more value to what our customers are already doing, including CSV file integration, EAN128/GS1 – 1D barcode integration, among other features, and preparation for upcoming releases;
  • New pricing model with monthly and yearly subscriptions in order to give you control over your campaign’s budget and, of course, with everything included (unlimited push notifications, pass updates, etc);
  • Several new functionalities were added to our API: https://api.passworks.io;

The right moment for Mobile Wallets

New platform_35% New platform_39% New platform_57%

The shift to mobile is definitely happening in 2016! For more information or support to create your mobile coupon campaign contact us.

Have a great week! 🙂

 

*Sources: Forrester’s Consumer Technographics Financial Services Survey; NCH Marketing Services & State of the Mobile Coupon Industry report by Koupon Media