You know what your users love about mobile apps? Convenience. Ease. It’s a smoother experience than using a mobile website, but that doesn’t it mean it can’t be tough for retail apps to stand out the crowd. Forrester found that 60% of mobile users that had retail apps on their phone typically had only 2. On the positive side, users who did shop with retail apps liked the experience (71%) and said they used them regularly (57%).
For retailers who want to ultimately drive purchases (typically the goal of a retail app, but not always), a mobile wallet is a critical part of the back-end magic. When it works smoothly and intuitively, it leads to better app experiences and happier users.
Mobile wallets are an essential tool to building out app loyalty programs, too--streamlined incentive delivery is typically a big part of retail loyalty programs, and it gets much trickier if you don’t have a way to easily connect your offers to a mobile wallet.
Plenty of retailers build their own mobile wallets, but Localytics makes taking advantage of Apple and Google’s widely-used universal digital wallets easy, thanks to Localytics App Inbox.
Quick refresher: Inbox lets you create and send personalized messages that appear in your app’s “inbox.” Like in-app messages, users can see them while they’re in your app, but unlike in-app messages, they won’t disappear. Users can refer back to them whenever they want.
App Inbox can look like a typical email inbox. Here's how they look in Fandango's app:
But you can also use App Inbox to create a personalized home screen, or bypass the app altogether and head directly to Apple or Google’s digital wallets. That second part is where we’re focused on now.
Here’s a (really) high-level look at how it works: In the Localytics dashboard, you can send little bits of code (called Key/Value pairs) to your app that update the passes inside the Apple or Google digital wallet. This takes a little bit of code customization, but it’s nothing your iOS or Android developers can’t handle.
Including a bar code in your offer means your users can redeem it in-store. That’s two wins for you right there; you succeed in creating an engaging user experience for your customer, and you bring them in-store, where they’re more likely to buy more than the product they originally came in for. (Very relatable for Target/Costco fans.) It’s that kind of omni-channel experience marketers we’re all trying to create for our users these days.
We can never talk about targeting in marketing enough, and that goes for a mobile wallet experience, too. Inbox lets you customize the audiences that you serve up these experiences to, so you can only send the offers and incentives those users care about. You might not think of mobile wallets as tool to make your marketing personal, but it can (and should) be. It’s a step in the right direction--away from the one-size-fits-all marketing that we were stuck with before tech made personalization easier.
Want to learn more about how you can use App Inbox? Take a look for yourself.
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