Published on September 3rd, 2021 | by Sumit Bhowal0
Mobile: The Success Of Digital Wallets
Digital wallets could benefit from the crisis. Beyond the simple dematerialization of the loyalty card, they open the field of possibilities for marketing. Here is a non-exhaustive presentation of the main players in the sector and their specificities. (1/2)
“With the health crisis, our customers have broadened their use of the wallet, which is no longer only used to push promotional offers to inserted customers, but also makes it possible to send more service messages, on opening hours, security, or the solidarity actions undertaken, details Axel Detours, co-founder of Captain Wallet, who is delighted to have signed a dozen new customers during confinement. Beyond the issue of the dematerialization of loyalty cards, but also receipts, or tickets for travel and entertainment players, the wallet allows brands to open, via notifications, a new opt-in communication channel with their customers, in addition to e-mail or SMS. “A dynamic confirmed by Mireille Massine, CEO of Spoil, a marketing loyalty platform which bought the wallet specialist Gwent in 2018:” These uses are very common in China, where WeChat was a pioneer. Within the wallet, you can also do couponing, communicate on a relocated promotion, add a voucher for a click and collect withdrawal or make e reservations. This is obvious for brands wishing to develop on mobile, streamline the in-store experience and acquire or consolidate 1st party data. ” Via Steward, “brands can also share offers in a dedicated tab of the application. It is a way to dematerialize the catalog and the prospectus, lowering production and distribution costs, but also to measure the impact of these offers, since we can know if an inserted customer who has clicked on an offer then presents his card in store, and measure the uplift thanks to an unexposed control group “, explains Fabrice Devour, country manager for France.” Finally, we can target non-inserted and keen on promotion in a specific area , or even offer non-inserted people to create their card directly from the application “,For her part, Karina Epeldé-Marrilliet, Marketing Director of Fid Me, is relieved to note that the number of users registering their loyalty cards on her application is higher today than what she observed before the confinement: ” We have found more than 600,000 active users each week, who have integrated the loyalty program of a brand, or a brand, since we also work with actors such as Or angina or Lactases. The user can take pictures of his invoices for record them and access the statistics of its expenses. Those who do so benefit from advantages from partners, (Mobile App Development Company) “she explains, referring to the different uses that allow Fid Me to develop the retention of its users.
Similar uses, but important specifics
It must be said that Fid Me and Steward aggregate this data to create user segments and offer brands to target their campaigns on the profiles most palatable to their offers, where Spoil and Captain Wallet only operate the data of their customers. . Another fundamental difference: the use of an application. ”We directly operate the native tools of telephone manufacturers or banks, brands do not have to worry about the type of wallet used by their customers “, explains Mireille Massine, who makes the wallet an additional argument for selling her knowledge platform Omni channel customer. ” Wallets are rarely deleted from the phone, unlike apps. We are agnostic and work on the one hand with all wallets, and on the other, the main CRM platforms, except Spoil “, details Axel Detours, while Karina Epeldé-Marrilliet retorts:” Our users register between 12 and 14 loyalty cards on our app. Between that and the various advantages we offer, they are less tempted to uninstall the app . ”
However, while many retailers have been working on developing a mobile application for years, they can opt for both solutions, offering a personalized experience through the application, and using the wallet as a push communication channel. ”10% of customers registered with a brand have the latter’s application, the others using the wallet, or even very often the physical card. But thanks to the agreements that we make with our customers, we are able to display within from Fid Me the information relating to the loyalty of the user“, warns Karina Epeldé-Marrilliet. Thanks to its CRM, Spoil can also display this information, when Captain Wallet claims its specialization in the wallet as a media tool. ”We are the only ones to only do the wallet. The goal is to “wallet” the maximum number of embedded customers (on average 15% the first year), most often via a simple link in a newsletter that allows you to register an offer in your wallet. Then, the brands have a very efficient opt-in channel, since the wallet retention rate exceeds 95%, and the promotion burn rate is approaching equivalent levels. Recently we published a case study with the Jennifer brand, which noted respective increases of 45 and 63% in terms of the average basket and frequency of purchase among “palletized” customers. We also have very good results when it comes to reactivating inactive people, “explains Axel Detours, who also mentions the potential for acquisition:” We have developed formats on social networks such as Instagram which offer user to download an offer in his wallet. But it is also possible to affix a simple QR code at the checkout or on a POS. The brand does not then have a qualified contact, but can initiate the relationship and offer other advantages in the event of registration in the loyalty program. ”
For her part, Mireille Massine evokes similar figures:
“Now, half of our new customers take the wallet module of our offer. The tool is very powerful, since 70% of people recruited via a campaign proposing a wallet offer activate the latter, and 94% of people who put a card in their wallet do not delete it afterwards. Customers using an offer via the wallet spend on average 40% more! ”Finally, last argument that could favor the wallet by compared to mobile applications: the possibility of connecting the wallet to NFC devices from manufacturers, which are not all accessible to app editors. This allows, for example, to benefit on the fly from an offer seen on digital display, or facilitate the development of fluid experiences in stores via the integration of payment.
Cover Photo by Melvin Thambi on Unsplash