Mobile wallet marketing: Reaching customers without an app hurdle

Probably the best-known use case for Wallet is the digital boarding pass. You add the digital boarding pass to your Wallet app, receive the most important information about the flight and can check in conveniently at the gate. But there are a variety of uses for Wallet. Used correctly, digital cards can create a lot of added value for companies and users alike. Find out more here!

What is mobile marketing?

Mobile marketing is the addressing of users via mobile devices. Due to the increasing use of smartphones and tablets, marketing and advertising are also focusing on this format.

In line with the mobile-first approach, websites are set up specifically for access via mobile devices. Advertising banners are also being adapted specifically for this format, and coupons or promotions are being sent to consumers via SMS or e-mail. Increasingly, Wallet is now also being used as a channel for targeting.

What is Mobile Wallet?

Wallet apps are apps that store digital cards such as tickets, vouchers, loyalty cards or boarding passes and payment methods such as credit cards. The best-known wallet apps that also enable payment transactions are Apple Wallet and Google Wallet. This allows users to pay directly at the checkout via their smartphone.

  • Apple Wallet is Apple's native wallet solution that is pre-installed on all iOS devices.
  • Google Wal let is Google's wallet solution for cards and mobile payments. Unlike Apple Wallet, Google Wallet is not preinstalled on most Android devices and only supports time- and location-based push notifications.
  • PassWallet is the most popular third-party app for Android devices. The app can display cards comparable to Apple Wallet and supports push notifications.

Goals of Mobile Wallet Marketing

First of all, there is one essential goal: to make information conveniently and quickly accessible. With the help of additional functions, the user experience can be improved even further. For example, dynamic maintenance of the maps means that up-to-date information can always be provided. A greater amount of information and links can be made available to users on the back of the map. In addition, they can be reminded by push notifications that are also displayed on the lock screen based on location and time. However, the most important goal remains the functionality of the card itself. Simplified access to an event, direct redemption of discounts and coupons or collection of loyalty points by validating or scanning the code on the front of the card.

Functions at a glance

Icon Push

Push Notifications & Updates

Easily send new messages via notifications or SMS to inform users about Special Offers and current changes to their Wallet card.

Location icon

Location and time-based notifications

Sending messages, including advertising messages, to users' lock screens based on their location or the time of day.

Icon hand

Contactless check-in

NFC technology enables contactless and seamless transactions and check-ins.

QR Code Icon

Easily redeemable promotions

Scannable barcodes and NFC technology allow users to easily redeem offers.

Coins icon

Prepaid Payment

Send users an offer to redeem at a participating retailer and load the value directly onto the pass.

Bell icon


Use location-based triggers to reach users at the nearest entry point or shopping location.

Security icon

Security at bank level

Secured by Amazon (AWS) data centers that meet stringent global privacy and security requirements.

Fingerprint icon

Unique digital ID

Link customer attributes such as spend, promotions, check-ins etc. to create a unique digital ID stored in the wallet card.

Network icon

Venue management

End-to-end COVID 19 verification, tracking and notification service that can secure any venue.

Paint bucket icon

Fully customisable

Choose colours, shape, images, links etc. for your wallet card to represent your brand.

People icon

Mass management

Adaptation and updating of wallet maps on a large scale.

Thumbsup icon

Targeted address

Send relevant information based on segmentation.

Link icon

Link Apps & Websites

Embed your app, website or other important links directly into the wallet card.

Printer icon

Integrates with any POS system

Link wallet passes to your POS system or multiple POS systems at your venue.

Magnifier icon

Measure and allocate customer spend

Tracking and validation of offers to manage redemption.

Paperplane Icon

Quick and easy distribution

Users can easily download wallets to their wallet app via QR codes, emails, SMS, your app, NFC Pay or a digital signage.

Roadmap icon

Attribute use by location

Recognition of where users are in a location and where they redeem offers through check-ins.

Robot icon

Automated data acquisition

No dependence on manual input or interaction.

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Why is mobile wallet marketing worthwhile?

More than two-thirds of customers have not downloaded a brand's mobile app. Wallet cards are the perfect complement to re-engage with and gather insights about customers who don't have the brand app. Mobile wallets are available on all Apple and Android phones as part of the operating system and do not require an app download - 52% of smartphone users do not download new apps each month.

2.3 billion smartphone users have downloaded a wallet pass, and it is predicted to be more than 4 billion by 2024. Wallet card downloads have a higher retention rate than app downloads - 93% of downloaded mobile wallets are never deleted, while up to 61% of apps are deleted at some point.

Customers are already using mobile wallet - 54% of respondents have already used a mobile wallet card in one form or another. Mobile Wallet is one of the most important means to inform about promotions and offers - 57% of Millennials want to be informed digitally via Mobile Wallet about offers, sales and coupons (email is at 63%).

Application example of mobile wallet marketing

This is how the customer journey for a customer could be supplemented by Wallet: As part of a company's new product launch, a discount is granted to customers who have downloaded a Wallet card. Customer data is requested and leads are generated for the personalized discount. Customers are reminded to redeem the discount when they are near a store. Time-based reminders are also sent before the offer expires.

Customers redeem the discount and the card is converted into a loyalty card. They now receive relevant information on the brand and product and are kept up to date digitally on further offers.

Customers can find out more quickly and easily using the information on the back of the card. This gives them access to product information, product videos, social media channels or their nearest retailer.

What is the best way to implement a mobile wallet marketing campaign?

3 steps to a successful wallet campaign - our proven go-to-market process:

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The customer journey of a customer is evaluated as part of a workshop. Which channels are currently being used and how can the customer be provided with the best possible information? At which points in the customer journey can the use of Wallet offer added value and how can the touchpoint contribute to achieving your own communication goals?


Scenarios are developed together. The type of card (e.g., personalized customer card or anonymous coupon) is also worked out and a user story developed - from downloading the card to using the offer and subsequently providing the customer with further information.


After the application scenario has been designed, the next step is to find a powerful technology to implement it. netzwerk P is an official partner of the market-leading technology provider. You can be trained in their application yourself or rely on our resources.

Apps on mobile

Our conclusion

Mobile wallet marketing can help you to achieve your communication goals even more effectively and efficiently. The smartphone as a touchpoint that constantly moves with the user is becoming an increasingly important focus for advertisers, as it greatly reduces wastage.

However, as with any measure, the most important thing is never to lose sight of the customers and their needs. The use of Wallet is only recommended if there is real added value for the user that goes beyond the convenience of the technology itself.

Sounds complicated? netzwerk P can guide you safely to your goal with its expertise in using Wallet.

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Dan Geiger, Projects

I look forward to your questions and exciting conversations.