Passbook, Apple’s latest built-in application, gives consumers one place to hold all their relevant loyalty cards, purchased tickets, boarding passes and coupons. Passbook acts as a friendly reminder service, prompting a shopper to redeem a coupon as they near a store or informing a traveler of a gate change to their departing flight. Passbook provides a great opportunity for brands to simplify the shopping process—promoting offers to shoppers, updating loyalty cards and making ticket redemption easier—and a unique opportunity for brands to further their omni-channel presence with consumers.
Connecting rich applications to Passbook is a win for brands along with direct marketing campaigns. Once a brand connects their consumer-facing marketing programs to Passbook their consumers will be enabled with a tool to organize the various offers, tickets and other items delivered through these marketing channels. Not only is this strategy ideal for Loyalty Cards and Ticket Passes, it is also a good way to push coupons to Passbook when a consumer does not have the brand’s rich app installed on their device. Shoppers will certainly be pleased by the increased accessibility of loyalty programs and offer redemptions.
However, as brands begin planning marketing efforts that leverage Passbook, there are a few things they should keep in mind. Passes cannot be pushed to Passbook without the consumer’s explicit permission for each downloaded pass. As a result, brands should educate consumers on Passbook in their brick and mortar stores, through email or on-line to encourage Pass download into Passbook. A simple, “send offer to Passbook” will go far and brands will benefit from Passbook’s location-based messages reminding consumers of offers. Once a pass has been added to Passbook, brands are able to update the content of the pass, but they are not able to add any additional passes without their consumers’ permission and their Passes are treated the same as all other brands’ Passes in the consumer’s Passbook. To push offers more proactively to loyal shoppers, brands should continue to focus on their rich application in parallel to a Passbook strategy. The rich application model allows brands greater flexibility in managing their mobile presence and consumer engagement strategies.
As brands begin to leverage the location benefits of Passbook they should consider that each pass can be associated with 10 pre-defined geofence locations, which highlight the pass at the appropriate time for the consumer’s convenience. To create a more dynamic, controlled location system, brands should look to leverage their own branded apps, which are able to leverage more sophisticated location-marketing solutions.
One of the benefits of Passbook is that it will help shoppers comfortably transition into receiving mobile offers related to their location. This sets brands up for a prime opportunity to offer a richer, more proactive marketing and engagement program through their rich application. Brands can leverage location through geofencing to push personalized offers that reference consumers’ current behavior and drive shoppers to brick and mortar stores.
More robust mobile solutions also provide the opportunity for brands to gather analytics on mobile campaigns. While Passbook allows brands to communicate with consumers through an application they use every day, brands cannot drill down into in-depth analytics regarding the success of their campaigns. By leveraging their mobile application, brands can uncover mobile campaign success down to the percentage of consumers who received a push notification, opened the campaign and then visited a brick and mortar store. Further, a brand’s rich application provides the opportunity to discover analytics regarding consumer behavior in-stores like barcode scans, product research, repeat store visits, dwell time, or occupancy.
As Vice President of Products & Marketing at Digby, Eric helps brands tap into the power and ubiquity of the consumer’s mobile device to accelerate cross-channel marketing and engagement at bricks and mortar locations.