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.

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

Passworks at RBTE 2016!

Passworks team will be present again at the RBTE event on March 9th & 10th at Olympia, in London!

Feel free to contact us to arrange a speed dating meeting or come by and visit us at stand 159 to further discuss what are the new features of mobile wallets and Beacons! We will be happy to meet you! 🙂
Screen Shot 2016-03-02 at 15.22.30

SEPHORA DIGITAL STRATEGY & THE IMPORTANCE OF APPLE WALLET

Sephora has built a reputation as a big player in mobile. The Sephora mobile strategy is wide ranging and might seem complex, but there is a pattern that they use repeatedly.

First, and most important, Sephora strategy is customer focussed and on providing an informed experience, rather than holistic or technology focussed. Secondly, with the customer always at the centre, Sephora develops integrated cross-channel strategies that merge seamless for the customer.

“Sephora strategy
is customer-focused
and on providing
an informed experience”

Sephora knows digital. They know the importance of mobile and how mobile fits into the bigger picture, whether online or offline and, most of all, they understand how to combine and move between channels in a way that makes sense to their customers.

Sephora have their hands in Web, App, social networks (Facebook, Twitter and Pinterest), CRM, email, SMS, mobile commerce, digital loyalty using Apple Wallet Passes (Passbook) and more.

 

Main Elements of Sephora’s Mobile Strategy

  • Updated & excellent usability on the Website
  • Good mobile App
  • CRM with Email and SMS
  • Apple Wallet (Passbook) with Loyalty Card, Discount Coupons and Gift Cards
  • Integration with social networks such as Facebook, Twitter and Pinterest
  • Mobile Shopping experience
  • Seamless experience across functionalities and promotions
  • Active promotion of mobile features across all channels

Overview of Mobile Results and Performance

  • 1/3 of all traffic to the Sephora website is from mobile devices
  • Over 50% of Sephora’s emails are opened on mobile devices
  • Mobile website m.sephora.com (full shopping and Beauty Insider)
  • Successful Sephora Apps
  • More than 600,000 Sephora customers who have their Loyalty Card installed it on Apple Wallet
  • Apple Wallet users spend twice as much annually and purchase twice as frequently as average Sephora customers

“1/3 of all traffic to the Sephora website is from mobile devices”

There is a lot to learn from the way Sephora has implemented their mobile strategy.  Sephora has driven significant value from connecting in-store and offline media with Mobile Apps and Apple Wallet Passes, using multiple channels to build awareness.  Email, SMS, Mobile Media, QR Codes and loyalty programmes have been put to good effect in supporting consistent brand messaging throughout.

For retailers, integration with existing loyalty programs makes excellent sense as a first step into mobile. And the use of services like Apple Wallet to enable digital loyalty cards, offers and coupon redemption are a must have without the need to build custom technology.

Unibail-Rodamco & NUMA Accelerator program

On Friday 19th of February, Passworks applied to the Unibail-Rodamco and NUMA Accelerator program. You can find more about at the retail accelerator program.

Unibail-Rodamco is the Europe’s leading listed commercial property company specialised in managing shopping centres in the main European capital cities. They partnerships with NUMA, which is the first french incubator for technology startups. The program will last for four months and the six chosen startups that will be selected will have access to the team and portfolio of Europe’s leading commercial property company. A great opportunity!

At Passworks, we believe that tour technology can help Unibail-Rodamco clients to do on-going communication in real-time and based on location with their customers through mobile wallet content, such as discounts, loyalty cards, event tickets without the barrier of having to install an App.

Passworks HomepageWith Passworks, clients can Improve the customer experience in-store while creating a direct communication channel with customers enabling visibility gain, store traffic and increase sales.

Wish us Good Luck!
 
#Unibail-Rodamco #NUMA #retailaccelerator #mobilecontent #UR-link.fr

 

It´s official, Customer Experience is in Charge

Customer experience emerged in 2014 as a top priority for marketers. In 2015 gained its momentum. Now, it is the main priority for marketers.

Adobe Digital 2016 Trends Report tells the customer experience story. The report shows that top marketers talked about their most exciting opportunity, and the top three answers were i) “optimising the customer experience”, ii) “creating compelling content for digital experiences” and iii) “data-driven marketing that focuses on the individual”.

Customer Experience

Other important key findings on the Digital Trend Report include:

  • Customer experience remains a top priority and is now defining other priorities;
  • Marketers’ strategic priorities for 2016 are very much centred on data, but more than 1 in 3 report difficulties in attracting and keeping analysts;
  • Increased collaboration between creative and marketing will benefit customer experience optimisation;
  • Personalisation and content optimisation are the highest priority digital-related areas;
  • Mobile remains a top-3 priority for more than half of the respondents.

Meaning that Marketers in every sector are embracing this new customer experience reality.

And while it brings new challenges, it inspires creativity, enthusiasm and success.

Mobile Wallet Marketing is a key tool to allow Marketers to put their customer at the center of their mobile marketing strategy and deliver a best in class customer experience while being capable to make data-driven decisions and activities.

A Bigger Industry for Mobile Wallets in 2016

Mobile tech dependency heightens this year with the prevalence of more mobile wallets and mobile payment systems. In a survey by Accenture, Millennials (23%) and those from higher-income households (38%) led the pack in contactless payments where they are said to them at least once a week. More than half of those from North America (52%) are already “extremely aware” of mobile payments, according to the research. However, mobile wallets will become even more popular this year due to various factors and changes in the mobile and tech industry.

Here are some of the biggest influencers of mobile wallets in 2016:

Mobiles Bezahlen mit der Vodafone Wallet

Mobile Wallet Marketing will become a must

With Mobile Wallets, such as Apple Pay, Android Pay or Samsun Pay, customers now have more options than ever when it comes to paying via their smartphone. But mobile wallets have much more uses beyond enabling mobile payments, allowing users to add things such as coupons, store or loyalty cards, boarding passes, tickets or membership cards.

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

Bitcoin will become mainstream

Among the available crypto currencies worldwide, Bitcoin is the most popular and is becoming more accepted by consumers and businesses alike. In fact, some retailers have already started accepting this virtual coin as payment for transactions and we have seen a growing number of Bitcoin ATMs installed worldwide. In May 2015, there were already 400 machines installed globally and more are expected to be installed this year. Bitcoin is said to be taking on the popular virtual payment system PayPal, as it offers a more secure process to its users. Currently, Bitcoin firms are trying hard to make the currency mainstream.

“The benefit is going to be for people who want to use an online service, and don’t want to worry about managing and securing private keys and so forth. They can store as much as they want, there’s no fees, and it includes all the offline storage we provide as well as full insurance on all deposits,” said Bitcoin bank representative Jeremy Allaire.
Cheaper devices with NFC

The NFC (near field communication) chipset is now becoming a mainstream feature in almost all the handsets on the market, including the budget-friendly ones. However, many premium handsets in 2015 are still expensive, leaving many consumers waiting for the sales to give them a chance of owning such an expensive smartphones. Other NFC-enabled handsets are now also more affordable via various providers worldwide as newer devices are set to take over the market soon.

Iris scanning technology arrives

In 2016, a new biometric security in the form of iris scanning will dominate the next wave of mobile devices as it guarantees to be less costly and more secure than any known mobile sensors today. Since it will be more affordable than fingerprint scanning, we are hopeful that handsets with iris scanning will be cheaper, if not, it should at least have the same price tag.
We are certain that there are other factors that will affect the growing industry of mobile wallets this year, as new mobile technologies are set to revolutionize the next wave of smartphones.

Do you foresee the mobile wallet industry blossoming in 2016? We’d love to hear your thoughts so feel free to leave us a comment below.

 

Exclusively written for Passworks
By Tech-to-Day

 

Photo Credit: Vodafone Germany Corporate Communications via Compfight cc