5 good reasons to add the wallet to your marketing mix

5 good reasons to add the wallet to your marketing mix

Wallet, money, credit card… No, we're not talking about your bank account, but about the mobile wallet! This new channel is revolutionizing mobile marketing and appealing to more and more brands. Why such enthusiasm? Discover the 5 reasons that will convince you to adopt it without further delay.

With nearly 90% of French people equipped with a smartphone in 2022, mobile has become the new El Dorado for brands. But to stand out, you need to offer a personalized and seamless experience to your users. That's where the wallet comes in!

Already adopted by big names like Intersport, Etam or SNCF, this tool offers many advantages to boost your customer relationship and your sales. Ready to take the plunge? Here are 5 good reasons to add it to your marketing mix right now.

#1 Because it's convenient

With the wallet, there's no need to download yet another app! Directly pre-embedded in smartphones, it allows your customers to have all their cards and offers in one place.

No more wallets overflowing with plastic cards. Thanks to the wallet, your customers always have their benefits with them. They can also easily access additional information such as order tracking, health measures in force in your stores, etc.

For marketers, it's a great opportunity to be present daily in the pockets of their targets. And this, without effort! To install a card in the wallet, the user just needs to click on a link (received by email, SMS, on a web page, social networks…) or scan a QR code (displayed in store, on a flyer…). In a few seconds, it's done!

The icing on the cake: by adding your card, the user consents to receive your push notifications. So no panic on the GDPR side! You can thus keep in touch with your customers at each key stage of their journey: new subscription, abandoned cart, reservation, brochure download… There is no shortage of opportunities!

Another advantage: push notifications that appear on the lock screen. A good way to boost the visibility of your campaigns and bring users back to your wallet. Convenient, isn't it?

#2 Because it's 100% customizable

Geolocated notifications, content adapted to profiles and life moments… With the wallet, you can personalize your customer relationship infinitely.

Want to inform your customers of an ongoing promotion when they pass by one of your stores? Offer them a special offer for their birthday? Or reactivate those who haven't bought in 3 months? No problem, the wallet takes care of everything!

You can also combine several use cases according to your objectives: build customer loyalty, distribute coupons, dematerialize your tickets or badges, etc. The possibilities are multiple to generate engagement and develop your activity.

#3 Because it's useful at every stage of the customer lifecycle

The wallet is a Swiss army knife for relationship and promotional marketing. Whatever your objective, there is always a use case that fits! For example, you can use it to:

• Generate recurring visits to your points of sale, by sending targeted offers and deals to your customers via notifications. A discount voucher for their next purchase, an invitation to an in-store event, an alert on new products or promotions… Enough to encourage them to come back!
• Convert your social community into a qualified database. By offering your fans to download an advantages card in their wallet, you collect their contact information and enrich your customer knowledge. Without going through media buying!
• Maintain the customer relationship over time, by creating a strong emotional bond. Your customers always have your card in their pocket: take advantage of it to send them personalized messages, exclusive content, have them participate in contests… In short, pamper them so that they become ambassadors.
• Animate your loyalty program by dematerializing the card and sending advantages offers to members (birthday discounts, rewards, early access to sales…). The wallet becomes the privileged companion of your most loyal customers.
• Re-engage your inactive customers by sending them a special offer to make them want to come back. For example, a purchase voucher valid only if they order within 7 days. The ephemeral and personalized aspect of wallet notifications works wonders!
• Give VIP access to your events by dematerializing invitations, badges and tickets. Your guests and customers thus have all the practical information on their mobile. And you can send them last-minute alerts in case of changes.
• Collect data and feedback to better know your customers. By asking for some information when installing the card, then by sending mini-surveys or requests for reviews via the wallet, you capture valuable insights!

With a smartphone penetration rate of 97% among 18-24 year olds and 95% among 25-39 year olds, the wallet allows you to reach all generations. It's up to you to find the right levers according to your targets!

#4 Because it brings in business!

On average, "walletized" customers have a 20% higher purchase recurrence and a 15% higher average basket compared to others. Enough to boost your turnover!

How? Simply by communicating at the right time and in a personalized way. Wallet notifications trigger store visits and more frequent purchases. And dematerialization facilitates the checkout process and improves the customer experience.

Better still, the wallet generates an audience 3 times higher than an application from the first year. Its cost is also 40% lower than SMS and its effectiveness 10 times higher than email. Not bad for a channel that complements your existing devices!

#5 Because it's the future!

Mobile has become the most viewed screen by the French. In 2023, digital advertising spending reached 9.3 billion euros in France, surpassing that of traditional media. And mobile is capturing a growing share of these investments, particularly via social networks and video.

In this context, betting on the wallet is a wise choice. Especially since it offers adoption (70%) and retention (90%) rates much higher than those of a classic application.

Why? Because the wallet requires no download and adapts perfectly to new mobile uses. Where an app requires effort from users (storage space, regular updates…), the wallet integrates naturally and sustainably into their daily lives.

So, ready to draw your wallet?

As we have seen, the wallet has many advantages: convenience, personalization, performance, complementarity with other channels… So many assets that make it an essential tool to boost your mobile marketing and your business.

And this is just the beginning! With the rise of mobile payment and the arrival of new features, the wallet still has a bright future ahead of it. Enough to serenely anticipate the next evolutions of mobile marketing.

But there's no need to wait to get started! Our Actito experts are at your disposal to assist you in setting up your wallet strategy.

Want to find out how to boost your customer relations with a wallet?