Mobile Wallet Marketing
Here come Passes & Cards for the Wallet! The wallet is bursting at the seams: Tickets, coupons, customer cards ... all too often what you are looking for is not at hand. That's why all these cards and passes now belong in your smartphone. Because that is always there! Without your own app, just in the Apple Wallet and Google Pay.
Analog customer cards in credit card format have long been established in consumers' wallets and are used by companies and brands to promote customer loyalty. With the release of Apple Wallet and Google Pay, it is possible to place the customer cards digitized on the smartphone of the end customer. The digital customer card has a number of advantages over its analog counterpart. For example, the cardholder is informed about new offers or a change in his or her customer account via push notification. The appearance of the digital customer card can be completely customized and logos, background and text colors can be changed at any time. All changes are played out in real time. By storing GPS locations on the digital customer card, customers are notified directly on their device during an in-store visit. The smartphone can then be presented at the checkout in the same way as the conventional plastic customer card at the checkout to benefit as a customer from various offers and the digital customer card.
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A large number of companies issue customer cards to their customers in order to analyze or influence purchasing behavior through buying incentives and to create customer profiles using the collected data. There are different types of customer cards such as reward cards, point cards, advantage cards or club cards. Customer cards are considered to be an efficient instrument to promote customer loyalty and identification of the customer with the brand. By presenting a customer card customers usually receive either a discount on their current purchase or an allocation of points that they can use for future purchases. Card application forms typically include agreements from the store about customer privacy. The card issuer often uses aggregated data internally (and sometimes externally) as part of its market research. Customer cards are a standard marketing tool for brands and retailers and act as a link between trade and customers.
The term "digital" is on everyone's lips and in countless media, but is still a big unknown for many companies. Digital means, that data of all kinds is presented in the form of a combination of numbers. The opposite of digital would be analog. Although analog data is generally more stable, digital data is easier to share and access and can theoretically be passed on indefinitely without generation loss, provided that it is migrated into new, stable formats as required. For this reason, it is a preferred method of information retention for many companies around the world. The more frequent use of the term digitization comes about in connection with the digital revolution and Industry 4.0. Digitization generally refers to the changes in processes, objects and events that occur as a result of the increasing use of digital devices. Meanwhile practically all industries profit through digitalization.