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With Passworks, you can easily communicate into your customers’ smartphones.
Create a digital coupon with your offer and distribute it by Email, SMS, Facebook or printed ads.
Your customer can click on a link or scan a QR code to download the coupon into the smartphone.
This opens a new communication channel for your brand.
Remind your customers about the offer when they are near your store due to the location-based notifications.
And remember, you can send push notifications at any moment and even update the content in real-time after Christmas to communicate Winter Sales!
— Passbook —
Apple launched Passbook App in September 2012. Passbook is a pre-installed App with the purpose of dematerializing physical cards, tickets and coupons into mobile passes and storing them into one single place.
Since 2012, the passes have been gaining awareness among several industries, with a high focus on air travel and retail. Marketers caught the eye on a huge digital marketing potential by using Passbook to engage via mobile with their customers.
However, the commercial roll out and adherence, mainly from the brand´s side, of Passbook at the beginning was slow which let to a low usage and awareness. If Passbook was like a normal wallet why couldn’t it support payments? What was the point of it?
— Apple Pay —
In September 2014, Apple announced that it was partnering with Visa, MasterCard and American Express, which allowed consumers to store their credit and debit cards and to pay through their iPhones. In October 2014, with the official launch of Apple Pay at the United States for iPhones 6 and 6 Plus, all the messages and doubts were simplified as each Apps had their own roles. Just 6 months after the launch, Apple Pay acceptance and usage was growing fast, giving consumers access to contactless payments with Apple Pay in more than 700.000 locations.
On July 2015, and after a huge success on the US, Apple Pay was launched in the UK, supporting about 70 percent of all British credit and debit cards, and services such as Post Office and other popular stores and restaurants.
— Wallet —
A physical wallet contains all types of credit and debit cards, store cards, membership cards and papers, such as coupons or boarding passes. So, it´s natural that a mobile wallet, where all the above is also stored together uses the Wallet name to communicate the same purpose: commercial transactions and relationships between the consumer and the brand. Consequentially, in 2015 with the release of the new iOS 9, Apple merged both Passbook and Apple Pay Apps into one only brand named Wallet.
With the launch of IOS 9, there is a major change which is the possibility of having a new code: EAN 128. This will allow Apple Wallet to grow faster driven by both brands and POS acceptance. In addition to this add-on, thanks to the location-based features linked to Passbook and the new iOS Maps, Wallet now knows which card you need when you’re in a given store and presents the right option. Also, these passes can now be distributed through Safari or scanned using the built-in scanner inside the App.
Altogether, Apple Wallet presents itself as the main mobile wallet competitor. This statement translates in offering a stronger mobile marketing opportunity for brands, with a higher reach and effectiveness that no brand should refuse.
In October 2014, the newspaper The Independent stated: “for the first time ever there are more gadgets in the world than there are people”. There are more than 7.2 billions of mobile devices in the world, which means that “mobile penetration has now risen above 100% in most developed markets, because many people have more than one live connection”. The acquisition of mobile devices such as smartphones and tablets are rapidly increasing per user, creating a bigger opportunity for brands to engage with their consumers.
It is important to have in mind that mobile isn’t only smartphones, so here are some important tips topics when creating a mobile strategy:
- Social media
Smartphones allow people to stay connected to the world and social media has been the fundamental driver of this connectivity. That is why social Apps are among the most installed, in the UK. According to App Annie’s: 4 out of 5 free downloaded Apps for iPhone users in the UK are social.
Social influence is also a gamification technique. Being part of a social community and the act of “shareability” allows driving engagement with other users using psychological influences, such as, acceptance, competitiveness, companionship or even desire.
There are many social Apps and tools that brands can use to interact with users. Since social is a personal contact, consumers feel more involved and are driven to a stronger relationship with brands, which increases the engagement and ultimately increases sales.
- Mobile Wallets
Mobile wallets are apps that allow to store cards, coupons, boarding passes, credit cards and much more in one single space. The most known mobile wallets are Apple’s Passbook and Google Wallet.
Passbook is a pre-installed app, which means that every person with an iPhone has automatically access to Passbook. Since 2013, Apple has already sold more than 200 million iPhones, this means that more than 200 million of consumers has direct access to Passbook (which will be rebranded as Wallet).
Google Wallet, on the other hand, is an App that has to be downloaded on the Google Play Store and is only available for the US market. Nevertheless, it has around 20 million users. Google Wallet is on the process of being rebranded as Android Pay and will be available globally which will allow to grow faster.
Beacons are small Bluetooth devices that act as a dynamic geo-mapping tool by emitting signals, and are currently a trend that keeps growing across industries.
Beacons empowers the brand’s App, because it allows to makes the content more dynamic and relevant since it is delivered according to the consumers’ location, without being to much intrusive for the consumers. This means, that a brand or retailer can send web links, discount promotions and notifications to the consumer, depending on its in-store location.
The hype around beacons is because they allow brands to create a richer, contextualized and personalized in-store consumer experience while getting to know better their customers.
For retailers or brands without Apps, Facebook just released their own beacons for retailers to use that integrates with Facebook App. This is an interesting solution for brands or small retailers without their own App because it takes advantage of Facebook and their social engagement since most users already allow Facebook App to send push notifications. In addition to this, Facebook links its own geo-located ads to the brand’s content, which minimizes the risk for brands.
Individually, each of the above tips explores mobile marketing as a channel to increase engagement with the consumer and to drive store traffic. Combined, the results are exponential, resulting in a much stronger mobile strategy to acquire, engage and retain customers.
In a world where we can download and add into our smartphone all sort of things, such as music, books, etc., doesn’t it makes sense to have that same with event tickets?
The waiting for a post delivery of the paper ticket, having to print a ticket beforehand or to go somewhere to pick them up can be a hindrance in an age where time is increasingly important.
The promise of digital wallets can change all that, and with Passworks you can create a pass for an event, turning a paper ticket in to a digital ticket, allowing the user to safely and easily keep it on his smartphone.
Once a pass is created it’s easy to distribute it to customers via email or SMS, with a straightforward link to open and add the digital ticket into their phone in Passbook, to be kept until it’s needed on the day of the event, be it a movie, concert, museum, sporting event etc.
The convenience of not having to carry around a physical ticket makes the whole process of buying and attending an event that much easier for the customer. There’s no longer the worry of losing the ticket or the hassle of having to find it in your wallet, not to mention the printing costs saved by all the new process.
The most impressive aspect of a digital pass over a paper ticket is that fact that it’s dynamic, meaning it can be updated with new information in the lead up to the event or to send a reminder the day before. That pass is also fraud-protected being each digitally signed.
The fumble around in your pocket in the queue is also eliminated via location-based technology implemented in the pass to appear on the users’ lock screen when they are in the proximity, further aiding an easy, stress-free way to store event tickets.
Digital event tickets make it even easier for event organisers to manage their customers as you can easily track their demographics as information is sent back to them from the pass, increasing understanding of their actions and behaviour.
In recent years, we have seen the rise of mobile payments and how they been changing the way customers and businesses interact. From PayPal, Google Wallet, Square, Isis and passing on to Visa and MasterCard, everyone has been focusing on driving mobile payments, improving and transforming the way people shop and pay.
Only more recently, have the mobile wallet non-payment features started to emerge. Primarily with the launch of Apple Passbook, and later with the new updated version of Google Wallet, mobile wallets have been redesigned to meet the needs of brands in delivering compelling content to consumers on their smartphones via the use of dynamic passes (such as digital coupons, loyalty cards, boarding passes, event tickets and others offers), push notifications and real time location based messages. Taking advantage of these features has become fundamental in the industry in allowing brands and retailers to communicate more effectively, while giving consumers an easier way to organize their items in one place.
This is a huge, and very real opportunity for brands and retailers to communicate and further build relationships with their customers. These new functionalities allows to easily send personalized offers, distribute passes which drive store traffic and increase both conversion rates and consumer loyalty and enabling a very cost-effective location-based marketing campaign.
At the end, brands and retailers can start exploring the emergence of mobile and social platforms as an opportunity to increase share of mind and share of wallet to create an interconnected and seamless experience between mobile and the shop floor.
Consumers have already made it clear they want a mobile wallet solution that gives them a seamless experience while helping to better organize all their shopping-related information, thus creating a better, more convenient overall shopping experience.
No longer do consumers need to carry all their paper coupons or plastic cards when shopping, traveling or going to an event. Instead, they can place their coupons, offers and cards in the mobile wallet and let the technology work for them. They can also be reminded of offers when close to a retail store or when a certain offer is about to end with a push notification that will appear on the screen of their smartphone.
Mobile is the ultimate and effective form of custom media because it is personalized and contextualized to the consumer. This is why it is important for marketers to create personalized and contextualized, relevant content based on their client profile. And if used properly, Google Wallet, Apple Passbook or other mobile wallets are effective solutions for brands to leverage customer acquisition, engage with consumers and drive traffic to their store. Nevertheless, these mobile wallets are not brand or retailers friendly in a way that is easy for the marketers to create offers or vouchers, design campaign and distribute them their target consumers.
Passworks is a new best in class solution for brands and retailers, that enables effective customer acquisition and strong engagement that drives store traffic. It’s an integrated solution for mobile marketing campaigns management using Software-as-a-Service (SaaS) or an Application Program Interface (API) to create engagement mobile wallet campaigns.
With Passworks’ marketers can design their dynamic passes (digital coupons, membership cards, loyalty cards, event tickets, travel tickets), create the respective marketing campaign, choose a profile target, define location-based notifications, and distribute them directly to customers´ phones of all major mobile platforms via Apple Passbook, Google Wallet, Windows Phone Wallet and other their parties Apps through integration with social networks among other channels.