2. The Wallet Opportunity
Mobile wallets are becoming part of our daily lives.
Whether you use it or not, payment terminals are
rapidly enabling contactless payment technology,
giving rise to mobile payment options such as Apple
Pay and Android Pay. But mobile wallet is not just a
payment tool — the ways businesses can use it to
deliver value to customers are multiplying, and have
few limits.
WHAT IS MOBILE WALLET?
There are two sides to mobile wallet: payment and
non-payment. Mobile wallet (also referred to as “digital
wallet” or “wallet passes”) is content or information
in the form of a wallet item that is stored in the
Apple Wallet or Android Pay app. While Apple Pay,
Android Pay and Samsung Pay have received lots of
attention, it’s the non-payment side of mobile wallet
that will deliver true utility to the consumer and reduce
costs for businesses. It has the ability to transform
the physical billfold to a fully digital, mobile wallet,
providing brands an easy way to reach 100% of their
customers on mobile — with or without an app.
Multiple wallet items, or passes, can be housed
in each of these native app ecosystems for
consolidated, easy access anywhere and everywhere.
HOW WE CAN HELP
Using Urban Airship Wallet, brands can create all
kinds of passes including loyalty cards, coupons,
offers, event tickets, boarding passes, ID cards and
gift cards. Create new passes, or update existing
passes for an easy, ongoing way to communicate with
your mobile audience at just the right moment. Our
aggregate data shows that 85-98% of Urban Airship
Wallet passes used in highly-targeted campaigns
are hardly deleted, providing a great platform for
continuous customer engagement.
Consumers are more than curious — they’re ready.
According to Forrester Research Inc., more than
55% of consumers are interested in using mobile
wallets for loyalty programs, coupons, discounts and
special offers. That number is only going to go up
as understanding of the channel increases. Mobile
wallets are quickly gaining recognition as a new,
persistent method to engage with users.
In this Idea Book, we go beyond the ordinary to spark
the wallet pass imagination. Included are five unique
mobile wallet use cases that can be adopted and
implemented in a variety of different industries, with
one current innovative example of the passes in-use
by Boston’s WBUR and The New York Times.
Contact us to brainstorm new uses for mobile wallet
passes to engage your audience.
3. Up Your Gym Membership Game
With Mobile Wallet
Entrepreneurs like gym owners have costs. Staff,
equipment, overhead and other recurring expenses
add up. What if there was a way to better engage your
clientele, add additional value to their experience and
lower your costs at the same time? Why not offer
an eco-friendly, cost-saving and easy-to-use mobile
wallet option instead?
THE ULTIMATE ENGAGEMENT TOOL
Not only does a mobile wallet gym pass get rid
of the cumbersome card that must be brought to
the gym, it can help members with motivation and
encouragement as well. Gym wallet passes allow
businesses to send out notifications that can appear
on the lock-screen, similar to push notifications
coming from apps. Everything from “Working on your
delts? Free pointers at 5:00 p.m. today!” to “New
cardio equipment has arrived! Come check it out.” can
help drive attendance and retention.
Want more ideas? Gyms could send notifications
about their newest fitness classes, and update
members’ wallet passes with an image related to
the session. They can change the color of a pass
to praise a member who has been in every day that
month, or offer members tips on their fitness goals.
Or, that wallet pass can be turned into a punchcard for
spin, yoga or Zumba classes.
“Gym wallet passes allow
businesses to send out
notifications that can
appear on the lock-
screen, similar to push
notifications coming
from apps.”
4. Use the wallet pass as a
punch card for pre-paid
gym classes as well as the
membership card.
5. CUT DOWN ON FLAB — AND ADMINISTRATION
For gyms and fitness centers, mobile wallet passes
cut down on the cost of plastic member cards — and
help with the cost of lost cards. Going from plastic
to digital can yield cost savings of 10X-25X. And
wallet passes can be set to expire, so gyms can easily
control member access.
With mobile wallet, gyms can:
• Issue 1:1 membership cards
• Set expiration dates for membership
• Set up a barcode on mobile wallets to scan on entry
• Light up member’s lockscreen with timely content
• Update passes to target specific users based
on use or behaviors taken from the gym’s CRM
database
NEW WAYS TO UPSELL TARGETED MEMBERS
To make using a wallet pass even more compelling,
gyms could offer special deals for private sessions,
discounts on latest gym apparel and gear, or offers
for healthy food items — all encourage more member
engagement and purchases. Wallet passes can
also be used for free trials to grow and expand their
member base. These offers can be sent via email,
SMS or social channels.
MEMBER ORGANIZATIONS TAKE NOTE!
This use case is also applicable to any member
organization, such as a public library that uses
barcodes to check out books, the local zoo to monitor
access or a nearby amusement park to access rides.
“This use case is also
applicable to any
member organization,
such as a public library
that uses barcodes to
check out books, the
local zoo to monitor
access or a nearby
amusement park to
access rides.”
6. STREAMLINE THE CUSTOMER EXPERIENCE
Mobile wallets allow customers to download their
order confirmation details onto their smartphones
with one tap — all without downloading an app.
To enable download, retailers simply add a button
onto the confirmation email, include a link on the
confirmation screen or through an SMS/MMS text
link.
Wherever you can place a URL to communicate with
your customers, you can distribute a mobile wallet
In-Store Pickup: A Better Omni-Channel
Experience With Mobile Wallet
During Black Friday 2015, the National Retail
Federation reported more people shopping via their
phones than in-store for the first time ever. Retailers
are scrambling to strengthen overall omni-channel
marketing experiences to drive more sales online,
mobile and in-store — wherever the customer is,
however they choose to make a purchase. As such,
there has been a significant rise in retailers offering
in-store pickup for online and mobile orders over the
past year.
While this isn’t entirely new, more and more retailers
are jumping into the fray, adding multiple levels
of complexity for themselves in supply chain,
replenishment, system integration and, last but not
least, customer service communication.
The good news is, even without an app, mobile wallet
can be used to keep customers informed in real-time
as they head to the store for pickup. For a customer,
today’s in-store pickup experience is still a burden —
checking email to see if their order is ready for pickup,
printing the order confirmation, having to physically
bring that piece of paper to
the store.
“The good news is, even
without an app, mobile
wallet can be used
to keep customers
informed in real-time as
they head to the store for
pickup.”
7. The order confirmation and
details appear on the wallet
pass and are updated as
the order moves through
processing, allowing for a
better user experience.
8. pass. Mobile wallet order confirmations are stored
in Apple Wallet or Android Pay, depending on their
device, for easy access from their smartphone.
INCREASE CUSTOMER SATISFACTION
THROUGH PERSONALIZATION
One of the smartest use cases we’ve come across for
in-store pickup is layering location-aware (geofences
and/or beacons) communication onto the mobile
wallet confirmation pass. Doing so allows retailers to
automate notifications to the customer upon store
arrival.
For example, as a customer enters a geofence or
beacon, a message can be sent to their lock screen
alerting them their order is ready for pickup. With a
single swipe on the lock screen, they can readily show
the sales associate the order confirmation and be in
and out quickly — no need to fumble through their
email inbox to dig up that order, no need to print the
order confirmation and no need to remember to bring
the print out.
Some brands are taking this to the next level by
delivering welcome messages upon store entry. Sales
associates can also be alerted that “Mrs. Smith” is
on the premises for pickup. This level of engagement
saves time, is seamless and leads to increased
customer satisfaction.
RETAILERS SEE BENEFITS OF HIGHER
MOBILE ENGAGEMENT
Mobile is changing the retail landscape, and there are
“Wherever you can place
a URL to communicate
with your customers, you
can distribute a mobile
wallet pass.”
many use cases for how retailers can use it to their
benefit. By streamlining one key method — mobile
wallet — retailers can:
• Issue a wallet item with the order confirmation
number, store location and other important
information
• Directly send a notification to a customer’s lock
screen, alerting them their order is ready for pickup
• Create geofences and beacons that tie to mobile
wallet for a more personalized experience
• Light up a member’s lock screen with the order
confirmation info when they enter the store
• Alert sales associates that a customer has arrived
at the store for pickup.
9. Congrats! You’ve Earned Free Popcorn
The movie-going experience continues to undergo
changes as technology improves, but some things
have remained constant. Moviegoers still look forward
to the thrill of seeing a feature film on opening night,
dipping into a fresh bag of popcorn and enjoying
a night out with friends. One thing they don’t love?
Buying tickets. And mobile wallet passes can help
change that.
ENTER MOBILE MOVIE TICKETS!
Attendees already have the option of buying in
advance, why not take paper out of it altogether with
a wallet pass? A mobile movie ticket can be delivered
to a user’s mobile device in multiple ways. An “Add
to Wallet” call-to-action can be placed on the order
confirmation page or email, as an example. With the
tap of a button, the moviegoer now has a mobilized
version of their ticket on their phone.
Also, with location-based targeting, the whole loyalty
card process can be simplified. Currently, when
customers go to the ticket booth or concession stand,
they have to pull out their phone, unlock it, find the
app, navigate to the rewards section (potentially log
in) and then scan…whew.
With beacons, a loyalty card is automatically
displayed on the lock screen, right at the point of
“A mobile movie ticket
can be delivered to a
user’s mobile device
in multiple ways. With
the tap of a button, the
moviegoer now has a
mobilized version of their
ticket on their phone.”
10. Wallet pass movie tickets
allow users to purchase
tickets online and tie into their
loyalty card, creating a better
experience and building brand
engagement.
11. action. A simple swipe on the notification (Apple
Watch users don’t even have to pull their phones out)
and the loyalty card is brought to the foreground,
making it much easier, friendlier and seamless to use.
In one step, theaters can increase loyalty and improve
the movie-going experience for attendees.
“YES! LOYALTY PAYS OFF!”
The value of the mobile movie ticket doesn’t end
there. Let’s say the moviegoer is a member of the
theater’s loyalty program and recently qualified for
free popcorn at their next visit. The ticket pass can
be dynamically updated to remind the user to redeem
their free popcorn at concessions.
CONTINUE MOBILE ENGAGEMENT LONG
AFTER THE FILM
Finally, after the movie ends, the strip image at the
top of the mobile ticket can be updated to feature
upcoming new releases. As a theater chain, imagine
being able to sell that valuable space to studios to
promote their upcoming features to millions of mobile
ticket pass holders (or targeted groups of them).
In addition to mobile tickets for individual movie
purchases, theaters can offer loyalty members the
ability to download a mobile version of their loyalty
card. The same functionality applies – location
awareness, dynamic strip images and 1:1 messaging
based on loyalty status. Theaters save money on
replacing lost cards and provide a better experience
for their most valuable customers.
The 21st century moviegoing experience has arrived.
12. Take the Digital Wedding Mobile:
Wallet Makes it Easy
The wedding industry has seen the advent of two
critical trends over the past 15 years — the growth of
DIY and the incorporation of technology into these
seminal events. Planners and consultants have been
tasked to incorporate both elements into weddings to
help create unique events that have a personal touch.
No where is this more evident than the associated
printing and information sharing that occurs around
the events — creating their own online wedding
announcements, RSVPs, landing pages, crowdfunded
wedding registries are only the beginning for couples.
So why not wallet passes?
DIGITAL BRINGS COSTS DOWN
With costs averaging more than $26,000 for a
wedding in the U.S., couples are looking for ways
to save. One of the easiest things to recommend
couples personalize and take digital is wedding
collateral, such as save-the-date announcements,
invitations and programs. But it doesn’t have to be
boring or complicated!
Mobile wallet options can reduce time, cost, paper
and headaches — all while making weddings an
interactive experience on a whole new level.
“Mobile wallet options can
reduce time, cost, paper
and headaches — all
while making weddings
an interactive experience
on a whole new level.”
13. Update wallet passes with
critical information and/or fun
facts about the couple as the
wedding approaches.
14. OPEN A LINE OF COMMUNICATION
WITH GUESTS
As mentioned, save-the-date notices are a popular
DIY item. But it’s a one and done — you send it and
the next communication typically does not occur until
the invitation is sent (which can be months later). By
creating a digital version of a save-the-date, planners
and consultants can help couples set the tone for a
modern wedding by providing a living resource for the
event.
Using an e-invitation service, personalized emails
can be sent to guests containing a link to download
a mobile wallet pass announcement to their Apple or
Android device. All guests need to do is tap the button
and, voila, they have added the mobile wallet item
onto their smartphones.
Once the pass has been downloaded, the guests’
passes can be updated with news and reminders as
the date approaches. For instance, reminders can be
sent to RSVP, book hotel rooms or attend a new group
activity ahead of the event, and a notification will
display on guests’ phones.
SHARE CRITICAL INFORMATION ON THE
DAY-OF
As the wedding approaches, those who declined
attending can delete their pass, or only those who
plan on attending can be targeted for further updates.
For the big day, the pass can be updated with the
wedding program on the back, directions to the
venue(s) or other critical information. Since grandma
may not be as technologically savvy as some of the
other guests, paper programs can still be handed out
to only those who need them, reducing both costs and
the number of printed copies.
As an added touch after the wedding, a “Thank You”
notification can be sent and passes can be updated
with some favorite wedding photos.
MAKE PERSONALIZING WEDDINGS EASIER
As you think about helping couples remain on the
forefront of wedding trends, think about how to
incorporate more digital items — like mobile wallet
— to help you communicate, keep track of all the
moving parts and ultimately deliver an unforgettable
experience.
15. The Mobile Biz Card: Disrupting a 17th
Century Way of Doing Business
While the traditional business card design aesthetics
may have changed since their 17th century
introduction, the concept has remained the same. The
traditional business card is a self-introduction that
includes information on how to reach someone. But
it’s the 21st century, so enter mobile wallet.
The new mobile wallet version disrupts the traditional
uses of business cards, delivering more capabilities
and providing more contact methods.
SHARING & SCANNING MADE SIMPLE
By creating a digital version of a business card via
mobile wallet, employees can easily share their
information without adding to paper clutter. Through
iOS’ built-in capability, users click on the “i” icon in the
bottom right hand corner, which allows the sharing of
wallet items via MMS, email, AirDrop and more.
This is a simple and easy way to share a business
card, and this same feature can be used for other
purposes (sending concert tickets to a group, for
example) — without having the hassle of emailing a
PDF version, or having to print at home.
“The new mobile
wallet digital version
disrupts the traditional
uses of business
cards, delivering more
capabilities and providing
more contact methods.”
16. A wallet business card
means your employees are
always equipped, and costs
are reduced on printing and
reordering.
17. BETTER WITH LOCATION
Digital business cards can also be used to leverage
location-aware technology, allowing very targeted
geomarketing at a personal level. By tying a mobile
wallet business card to a personal beacon (say, on
a keychain), users are able to alert others via a lock
screen notification when they are nearby.
Upon sending a mobile wallet confirmation pass,
recipients are alerted that their contact is in proximity,
which makes locating a specific person much easier
in a sea of people. This benefit not only comes in
handy when trying to locate contacts at a conference,
but even friends at a festival or other gatherings.
“By creating a digital
version of a business
card via mobile wallet,
employees can easily
share their information
without adding to paper
clutter.”
18. “Tuning in involves a
couple of taps to the
wallet pass — making
it less likely for listeners
to get lost in a myriad of
emails or text strings.”
The Perfect Pair: Modern Love Podcast
Meets Mobile Wallet
Finally, here’s a real-life innovative use case for
Urban Airship Wallet technology from The New York
Times’ popular Modern Love column and an added
audio experience with Modern Love: The Podcast.
The Modern Love column has published weekly
reader-submitted essays that explore the joys and
tribulations of love for 11 years and running. The
podcast, produced in collaboration with WBUR
(Boston’s NPR News station), carries this content over
the airwaves.
Modern Love: The Podcast builds on this rich heritage
and adds a new dimension to the popular column,
exploring tales of love through sound — readers’
stories are read aloud by notable personalities, such
as Judd Apatow and Dakota Fanning, followed by
updates from the essayists themselves.
WHY CHOOSE WALLET?
“To promote the new podcast series, we wanted to
find an interesting way to share information about
upcoming podcasts, and leverage our compelling
audio assets,” said Kristen Holgerson, director of
marketing and promotion at WBUR. The team went
19. The Modern Love podcast
team updates the pass weekly
with information on that
week’s recording and guest
voicemail.
20. with mobile wallet for several reasons.
For listeners, mobile wallet offers a streamlined
experience with easy access to the podcast
anywhere. Users only have to download the pass
once and it is automatically updated weekly. Once
the pass is installed, the WBUR podcast team can
send scheduled reminders to highly visible device
home screens, sharing the week’s special guest and
accompanying links, including audio ads recorded
by guest readers made to sound like personal
voicemails.
“It’s a fun approach but it also makes a lot of sense
for WBUR to use mobile wallet because passes can
link back to iTunes, which is the primary way users
hear the Modern Love podcast,” said Jessica Alpert,
managing producer for program development at
WBUR. “Plus, unlike SMS, we can use the back of
the wallet pass to provide links to the guest reader’s
voicemail and other ways to hear the podcast without
overwhelming listeners. Tuning in involves a couple
of taps to the wallet pass — making it less likely
for listeners to get lost in a myriad of emails or text
strings.”
THE WALLET IMPLEMENTATION
To set this up, the Modern Love podcast team emailed
fans who had opted in to receive more information
about the new podcast series, sending a simple link
to download the pass to their mobile wallet. This first
promotional effort netted conversion rates twice the
“We also don’t have to
spend a ton of energy
convincing people to
download another app
to their phone, and wallet
made it super easy to
execute this promotional
idea — from concept to
execution, it only took
about two weeks.”
21. industry average, based on the number of recipients
that downloaded the Modern Love wallet item.
Once the pass is installed, the WBUR podcast team
can send scheduled reminders to device home
screens, sharing the week’s special guest and
accompanying links. Users swiping this reminder are
immediately taken to the pass itself.
Mobile wallet offers a streamlined experience for
listeners, with easy access to the podcast anywhere.
They only have to download the pass once and it is
automatically updated weekly. Initial data shows that
those who have downloaded the pass keep it (a 96%
retention rate), offering the Modern Love podcast
team an ongoing channel to continuously engage
listeners.
THE RESULTS SO FAR
“Using Mobile Wallet to promote the podcast is
great because we avoid the expense and possible
annoyance associated with ongoing use of other
channels like SMS,” said Holgerson. “We also don’t
have to spend a ton of energy convincing people
to download another app to their phone, and wallet
made it super easy to execute this promotional idea
— from concept to execution, it only took about two
weeks. That speed and ease allowed us to focus on
our core mission of delivering engaging, thoughtful
and high-quality content.”
“This first promotional
effort netted conversion
rates twice the industry
average, based on the
number of recipients that
downloaded the Modern
Love wallet item.”
22. How Can Urban Airship Wallet Help You?
We welcome the opportunity to work with you to
explore how Urban Airship Wallet can help make your
business more eco-friendly, increase engagement with
your customers and reduce costs. In the meantime,
download our Mobile Wallet Inspiration Guide to find
more ways your business could potentially leverage
mobile wallets.
ABOUT URBAN AIRSHIP
Urban Airship provides the world’s leading mobile
engagement platform, helping thousands of
businesses of all sizes form a direct and lasting
connection with their customers. With Urban Airship,
companies gain total control of their mobile footprint
— apps, wallets and user-level data — to deliver
experiences that get noticed and drive action across
mobile or any other customer touchpoint. More
than 30,000 apps and some of the most innovative
global brands, trust Urban Airship to accelerate
their business through mobile marketing with an
independent study calculating an average 878% return
on investment for customers.
23. Portland San Francisco London | +1 855 385 3155 | +44 (0)300 303 8796 | urbanairship.com
