4 reasons why Wallet Apps are a bigger must-have than ever for sports and visitor attractions marketers
Thursday February 12, 2015
Mobile Wallet App technology, such as Apple Passbook and Google Wallet, has been around for a while now, but has been slow in reaching the mainstream.
With the technology now being more widely adopted by brands and consumers, it’s time that sports marketers took advantage. Not merely for the improved fan experience that comes with easy mobile ticketing, but to shape the future of the sports digital marketing landscape. Loyalty programmes will be aided by placing loyalty cards into the digital wallet and it’s been shown that consumers are 10 times more likely to redeem a digital offer than a print offer.
1. Wider awareness and user adoption
With smartphone usage greater than ever and still gathering pace, consumers are embracing the possibilities that a digital wallet can give them.
Recent studies have shown awareness levels of digital wallets approaching 80% and usage between 30% and 40%. With airlines, coffee shops and hotel chains now adopting the approach, these figures are only set to keep rising.
2. Omni-channel – Further bridging the gap between print and digital
The use of QR codes in wallet apps gives us the ability to bridge the print-digital gap. A pass can be added to the Passbook simply by scanning a code with your phone. You could present a redeemable offer on a bus shelter, or other outdoor media sites. The customer won’t forgot as they’ll download it there and then.
3. Increase share of wallet
We all know it’s much easier to increase the value from existing customers than to find new ones.
And with mobile now being such a big part of people’s everyday lives, we can use this channel with our existing customers and to increase the share of wallet. With digital loyalty cards sitting inside the mobile wallet, we can more easily engage with our customers, on a channel they love and improve the lifetime value we get from them.
4. Tap into mobile without an app
With digital wallets, we can utilise a whole load of the benefits and capabilities of mobile, without the need for a fancy app. Ok, we’re not suggesting that an app isn’t a great idea, but mobile wallet allows us to enhance the app offering, and even without an app, start delivering a mobile strategy that pays.
People are rapidly warming to the benefits of wallet app technology and they’re positively melting with mobile. There’s huge benefits far beyond the 4 we’ve outlined above, so isn’t time we started feeling those benefits?
Contribute to the conversation… How do you think you will best use the mobile wallet?