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.