Why now is the right time to incorporate digital wallet passes in to your marketing plan

Get ahead of the game and take advantage of the huge marketing opportunity that digital wallets have to offer. That’s definitely the message if the recent roll out by major companies of digital wallet and iBeacon technology is anything to go by.

We’re rapidly expanding towards a future where smartphones will be even more inextricably linked to every aspect our everyday routines. Current consumers desire more channels to access brand’s content and require fast, convenient ways to do it.

The non-payment side of digital wallets such as Passbook and Google Wallet is still nascent in terms of brand adoption, but as smartphone users are becoming more in sync with its functionalities brands should look to move their tickets or coupon and loyalty campaigns to more dynamic digital smartphone versions. Companies such as Starbucks, Major League Baseball and American Airlines have been leading the change to digital wallets and reaping the benefits as a result.

Digital wallets form an important part of the current trend of new mobile technologies which are all focused on creating unique and innovative experiences for customers whilst paving the way for a more seamless transition between the physical and the digital worlds.

Real-time communication channels such as iBeacons are challenging brands to give more relevant information to their customers and provide opportunities to influence consumer spending whilst in-store.

iBeacons are set to play an important role in all brand-to-customer interactions in the near future, especially for retail stores in the fight to win back market share from online competitors with digital wallets at the forefront.

The benefits of Apple Passbook for brands

Passbook offers brands a significant opportunity to drive engagement with customers and increase store foot traffic through one convenient app.

Passbook is an app native to Apple devices, pre-installed on all operating systems that run iOS6 or later. The essential premise is one place to store coupons, event tickets, loyalty cards and the like, but more than just being a digital wallet, it also represents huge marketing potential for brands.

The fact that Passbook is a default app means a target audience already exist that are accustomed to using it. As an example, in the US Passbook is already the 4th most popular mobile commerce app and a fifth of all iPhone users already use it to download coupons. Furthermore, with over 300 million iPhones around the world and all future devices set to have Passbook installed, the wide range of users that brands can reach is vast.

The convenience of having all a wallet’s non-payment aspects in one app is beneficial to both brand and customer. For example, the easier access to both coupons and loyalty cards allows brands to offer their customers a seamless interchange between the two whilst increasing sales and providing better customer service.

Location-based notifications enhance the dynamic features of a Passbook pass allowing brands to send updated information to their customer’s phone via push notifications, which highlights the potential to refine marketing strategies with more personalised, relevant offers. Apple’s iBeacon technology has already paved the way for geolocation to play a key role in brand to customer interaction.

Incorporating Passbook passes into a brand’s existing mobile marketing strategy has been shown to boost sales and increase coupon conversion rates, with 64% higher conversions compared to regular mobile web coupons. It also provides a totally different platform to a brand’s app, as consumers don’t want to fill their phones with apps for every different shop or restaurant, and require a simpler, more expedient way of utilising their smartphone whilst in-store.

Crucially for smaller brands, Passbook doesn’t need an app to work alongside it, as passes can be added straight to it via email, SMS or distribution campaigns in social networks. This opens up the barriers to entry, enabling brands with smaller resources to have a cost-effective way to offer their customers mobile content and drive up sales.

Passworks platform enable brands to create a pass, manage and distribute a marketing campaign that may take the form of digital coupons, membership or loyalty cards, and events or travel tickets, via Apple Passbook.

Mobile is happening!

Smartphone usage around the world is a reality. We are looking at around 1.4 billion users worldwide, and growing at a very fast pace. Worldwide, users have a very similar behavior. The smartphone is always on, always there, 24/7, its personal, location-aware and history-aware, creating a huge opportunity to use mobile as the key media format to drive real engagement with your customers.

Mobile is the perfect advertising channel to communicate with the brands and retailers target users. The mobile allows you to create true and real engagement with consumers because its built on users´ profile, context, preference, localization, immediacy, experience and above all relevance.