Even that you have a great App, not all your target clients will want it. This is supported by a recent Forrester research that found out “60% of US consumers have two or fewer retailer apps on their phones, 21% do not have any and only 3% had more than 10”.
Having said this, your customers will probably fall in one of two categories:
- Brand loyalists who want your App, or
- Not interested in downloading another App.
With the customers who have your App installed, you can use push notifications to send relevant information at right moment and time driving customer engagement and conversion. But as previously seen, only a part of your customers will have your App.
These facts impact your mobile marketing strategy and automatically brings questions that the marketers need to answer. How are you going to reach your customers? How are you going to create an active mobile engagement? How can I send push notifications to my customers?
The answer is Mobile Wallets Marketing.
With Mobile Wallet Marketing brands can create mobile wallet passes that can be downloaded in Apple Wallet or Android Pay (native Apps). This a great opportunity for brands and a brilliant solution for those customers who like your brand, but for some reason don´t want to install your App.
By using mobile wallets, brands can be on their consumer´s smartphone and engage with them in real time. One of the best things about mobile wallet is the possibility to send notifications that can appear on the smartphone lock-screen, similar to push notifications coming from apps. And since mobile wallets do not require any opt-in, they can act as a “small App”, allowing you to message your customer without them need to install your own App.
Basically, mobile wallet gives you the opportunity to communicate and engage directly with your customers without requiring a heavy commitment from them.