Why Mobile Wallets Matter in Your Cross-Channel Strategy

Your customers are bombarded with text messages, work emails and social media notifications every hour. If you want to break through the noise and connect with your customers, you don’t just need another strategy; you need a unified customer journey. Enter: the mobile wallet.

Mobile wallet users spend 31% more than non-users, not just because it’s easier to pay but because it’s personal. Whether it’s an exclusive digital coupon for customers to use in-store or a boarding pass with real-time updates, mobile wallets deliver meaningful experiences where customers already are: on their phones. 

But orchestrating these experiences isn’t easy when your channels operate in silos. That’s where combining mobile wallets in your cross-channel marketing approach comes into play. 

In this article, we’ll share why a mobile wallet strategy is the missing component in your cross-channel orchestration and how to make real connections with your customers. 

The Growing Crisis in Traditional Digital Marketing Channels

Fighting for customers’ attention through traditional digital marketing has never been more challenging for brands. With too many ads, endless unopened emails and competitive social media algorithms, your customers are disconnected and overstimulated. Let’s look at what’s happening with email marketing and social media. 

The 30% Decline in Email Open Rates and Social Media Engagement

In the last two years, there’s been a 30% decline in email open rates and social media engagement. Roughly 31% of Gen Z and millennials have over 1,000 unread emails in their inboxes. If your message isn’t timely or personal, it’s getting buried.

 Here are a few reasons that might explain why this is happening: 

• Lack of personalization and relevant content
• Privacy changes and spam filters are causing emails to get lost
• Social media influencers and brands constantly post content, making it difficult for brands to get noticed
• Social media users are selective about the content they interact with
• Many platforms like X (Twitter) and Instagram prioritize paid over organic content

Why Brands Need New Customer Touchpoints 

Today’s customers switch between apps, social media platforms and devices without a second thought. And if you’re not meeting them where they are, you’re getting left behind. Now, more than ever, you must build a customer journey at smarter touchpoints. And one of the smartest? Mobile wallets. 

Mobile wallets cut through the noise and meet your customers where they are without requiring them to download another app on their phones.  

The Evolution of Mobile Wallet Marketing

Mobile wallet marketing has come a long way since Google introduced this feature in 2008. Since then, Apple and Samsung have jumped on board to make mobile wallets a go-to feature for smartphones and smartwatches. 

Today, mobile wallets are more than just a quick way to pay for your morning coffee; they’re a way to stay connected with your customers. 

From Physical Cards to Personalized Digital Experiences 

Mobile wallets started as a convenient way for customers to store their debit/credit card information in case they left their wallet at home. But today, mobile wallets have become a powerful marketing and customer engagement tool. Instead of focusing on one-time transactions, brands are adopting a new mobile wallet strategy to deliver customer lifetime value through:

• Digital tickets and passes for customers to enjoy easy access to concerts, movies, flights and sporting events
• Membership cards for customers to review their recent transactions and benefits. 

• Location-based promotions for customers to receive coupons when they’re traveling nearby
• Loyalty rewards for customers to earn and redeem points
• Personalized offers based on customer preferences and behavior
• Real-time push notifications and updates to keep customers in the loop

Beyond Payments: Mobile Wallet as a Marketing Channel

Rather than having customers tap their smartphone/smartwatch to make a payment or log into a mobile app with a poor Wi-FI connection, a mobile wallet is a direct marketing channel brands use to help customers access what they need. 

With a mobile wallet strategy, you can:

• Keep your brand top of mind
• Connect with customers quickly in real-time
• Bridge the gap between physical and digital experiences
• Give customers a reason to stay connected
• Create a smooth customer experience

Mobile Wallet as the Cross-Channel Connector 

Reaching and engaging with customers on individual channels creates a disconnected customer experience. Mobile wallets are cross-channel connectors that tie all customer journey touchpoints together. 

Why Mobile Wallets Bridge the Gap Between Digital and Physical Customer Journeys

Customers expect a personalized customer experience, whether shopping in-store or from the comfort of their couch. Brands that don’t prioritize personalization risk losing customer loyalty. 

Mobile wallets bridge the gap between digital and physical customer journeys by offering a unified experience. Whether you’re sending customers a personalized offer or an event reminder, mobile wallets make every interaction feel connected. 

Mobile Wallet as the Solution to Channel Fragmentation

While being present on multiple marketing channels is necessary, this fragmentation can create a disconnected customer experience. Mobile wallets provide a solution, serving as the connector between the channels your customer already uses. 

For example, you can notify mobile wallet users via push notifications and real-time updates or send an email with a QR code to have them download a digital coupon to put toward their next purchase. 

Unique Mobile Wallet Marketing Capabilities 

Mobile wallets offer your brand a wealth of marketing capabilities to reach and engage customers. Here are a few standard ways to connect with your customers where they are through relevant, personalized content. 

Lock Screen Notifications Without App Requirements

Even if customers haven’t downloaded your mobile app, you can still engage with them through lock screen push notifications. This capability lets you reach customers immediately and keep your brand in mind. 

Location-Based Marketing With Geofencing Triggers

Did you know that 65% of US shoppers said they would be more likely to shop at a retailer if they received a proximity-triggered mobile coupon? Mobile wallets use GPS to send timely and personalized offers when a customer is close to a store, driving foot traffic and higher sales for your business. 

Mobile Wallet Integration Across Marketing Channels

A mobile wallet strategy isn’t meant to operate in a silo; it should be a core part of your cross-channel approach to unify the customer journey. Integrating mobile wallets across marketing channels can drive stronger customer engagement and brand loyalty. 

Enhancing Email Marketing With Wallet Pass Distribution

Your brand’s marketing emails compete with hundreds of others in customers’ email inboxes. Incorporating wallet pass distribution in your email campaigns creates value that your customers can act on immediately instead of waiting for them to open your emails. 

Leveraging Mobile Wallet to Boost SMS Opt-Ins and Engagement

SMS marketing is another innovative way to communicate with your customers, but getting them to opt-in to receive texts from your brand is a different story. Mobile wallet can drive SMS opt-in rates and engagement by delivering incentives. Once customers opt-in, they’re more likely to make a purchase. 

The Mobile Wallet Strategy Advantage: Rich User Behavioral Insights & High ROI 

Mobile wallets aren’t just a convenient tool for your business and customers; they’re also critical in gathering rich customer behavior insights and higher returns. Every interaction with a mobile wallet — from adding an event pass to redeeming an offer — reveals insights into your customers’ preferences, habits and purchasing behavior. 

Research shows that 79% of Gen Z users regularly use mobile wallets, and those with loyalty cards in Google Wallet make 77% more brand purchases than those without. Tracking and analyzing data like this helps you refine your mobile wallet strategy to improve customer engagement and ROI. 

The Future of Cross-Channel Orchestration With a Mobile Wallet Strategy Is Here 

With a mobile wallet as part of your cross-channel approach, you can move from a channel-first to a customer-first strategy and meet your customers exactly where they are.

Moving From Disconnected to Unified Customer Experiences

Mobile wallets create a continuous, app-free connection with your customers. If you’re not using mobile wallets as part of your cross-channel marketing strategy, the time to start is now.

Ready for your messaging to stand out from all the noise? Schedule a meeting with Airship today to learn more about using our platform to orchestrate a unified customer journey with a mobile wallet strategy.