Today's customers are no longer just looking to buy a product; they expect a consistent, seamless, and personalized experience regardless of channel. With this in mind, retailers must create a perfect synergy between digital and physical. Hence the implementation of an omnichannel strategy! This is where the mobile wallet comes in: much more than just a loyalty medium, it becomes the focal point of this omnichannel strategy, offering consumers instant access to their benefits and key information.This article explores in depth the role of the mobile wallet in omnichannel strategy and highlights how this technology can contribute to transforming customer engagement into a sustainable and profitable asset for brands. Happy reading!
Omnichannel: a customer-centric approach
Omnichannel, or omnichannel, refers to a strategy where all contact and sales channels, whether physical or digital, are mobilized to offer customers a fluid and consistent experience. By mobilizing omnichannel, sales functions work together:
- Marketing adjusts its campaigns according to the habits of each customer and personalizes interactions through targeted campaigns.
- Logistics guarantees the availability of products through synchronized monitoring of stocks and shipments.
- Commerce makes buying in store or online more fluid through simplified identification.
Omnichannel is thus becoming the essential lever for brands seeking to create a lasting relationship of trust with their customers. By bringing the digital and physical together around the customer, it allows businesses to stand out in a competitive landscape where customer experience comes first.
This is particularly true in the luxury sector, where offering a tailor-made experience is essential in a highly competitive environment. To go further, discover How collecting customer data plays a key role in personalizing the customer experience.
Mobile Wallets: a bridge between the digital and the physical world
The mobile wallet is now the perfect link between the digital and physical worlds. By adding a customer account to Apple or Google's mobile wallet, brands are providing a new omnichannel interaction space, accessible anywhere and anytime.
In addition, wallets allow brands to simplify the identification of customers at the point of sale, communicate relevant information, and deploy marketing campaigns with ease.
The omnichannel strategy through the mobile wallet: the secret of a modern customer experience
Traditional channels, such as email, are now showing limits: their opening rate is falling and they are struggling to stand out. SMS, on the other hand, while efficient, can quickly become expensive on a large scale.
Mobile wallets offer a unique alternative: a platform where brands can send free and personalized push notifications, integrated into the customer's device. This allows brands to send relevant information at the right time, without being perceived as intrusive:
- Promotions,
- Loyalty updates,
- Event reminders, etc.
Case study: Zadig & Voltaire's Drive-to-Store campaigns
On the occasion of the Summer Terrace 2024 organized in Saint-Tropez, Zadig & Voltaire has implemented a strategy of location-based notifications via the mobile wallet to invite its customers to join the event.
This approach made it possible to generate a real “drive-to-store” effect by encouraging customers, already close to the location, to come and discover the new collections and enjoy the summer atmosphere of the Summer Terrace.
The result: this targeted and contextual action not only strengthened customer engagement but also contributed to increased store traffic. An effective way to create a direct link between digital and physical experience!
Benefits of Wallets in the Omnichannel Journey
Fast and secure identification at the physical cash register via the mobile wallet
The mobile wallet makes it possible to simplify theidentification at the cash register : when a customer approaches an MPOS point of sale or checkout, a push notification is sent to them to instantly retrieve their loyalty card, a coupon or the details of their online order. The card automatically pre-opens on your phone for direct access to benefits without having to search for it.
👉 So no more manual identification requests at the checkout: the seller only has to scan the customer's card to apply promotions or loyalty points.
Optimized engagement via personalized and location-based push notifications
The mobile wallet is particularly useful for setting up contextualized and personalized marketing campaigns. Brands can communicate relevant information in real time directly to their customers' phones, while respecting their privacy.
For example, these push notifications can be sent to encourage:
- Discover a new collection in store,
- Take advantage of special promotional offers,
- Use active shopping vouchers,
- Accumulate loyalty points,
- Report their presence in store.
Clearly, wallet marketing campaigns allow messages to be adjusted according to specific triggers such as the date of an event, geolocation (if the customer is 300 meters from the store), or customer behavior.
Brands can thus personalize every aspect of the map (visuals, displayed information, messages and push notifications) to adapt the customer experience according to their preferences and journey.
👉 By connecting The Wallet Crew to Klaviyo, you are registering more customers in mobile wallets, while sending personalized and automated messages at each stage of their journey. For more information, see our dedicated page which details how to transform your contacts into active members via a simple and effective solution.
The Mobile Wallet: a measurable return on investment for brands
The mobile wallet represents a real performance driver for brands, offering a concrete and measurable return on investment. Omnichannel customers are more engaged, spending 30% more on average compared to customers using only one channel.
By integrating the mobile wallet into their strategy, brands are strengthening not only loyalty but also the frequency of store visits, thanks to simplified access to loyalty information, personalized offers and the benefits of each customer.
In addition to increasing customer retention rates, mobile wallets also reduce operational costs by centralizing loyalty information and communication media in the same digital space.
👉 Result: optimized segmentation of marketing campaigns, making them more relevant and targeted, without increasing the costs associated with sending SMS or emails.
Conclusion
The mobile wallet is therefore much more than a simple loyalty tool: it is a strategic channel that boosts engagement, maximizes customer value and improves the profitability of campaigns, by offering brands a complete, profitable and customer-oriented omnichannel experience.
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