Push notifications in Apple Wallet and Google Wallet are a powerful tool for customer engagement. They deliver useful, real-time information—whether it’s to facilitate access to services, notify users of a card update, or highlight a special offer or event.
In this article, we will explore how push notifications work on wallets, the possible triggers, the opportunities they offer to retailers and event organizers, as well as our recommendations for optimizing their effectiveness.
How Do Apple Wallet and Google Wallet Work?
Passes Originally Designed for Physical Use
Apple Wallet and Google Wallet are native applications preinstalled on compatible devices. They allow users to add their loyalty cards, event tickets, gift cards, and much more.
Originally, mobile wallets were designed to simplify the use of various types of passes in the physical world. Their primary goal was to replace plastic and paper cards and tickets with digital versions accessible directly from a smartphone.
A Push Notification Directly Opens the Pass in the Wallet
Push notifications enable companies to inform their customers in real time about relevant updates:
- Modification of a pass: such as a design change or an update to a loyalty balance.
- Communication of a promotional offer or new information.
👉 When a user clicks on a push notification, the card or ticket opens directly in Apple Wallet or Google Wallet. This allows immediate access to the pass information without having to open a third-party app.
Use Cases:
- Event: The ticket is pre-selected at the entrance of a concert or show.
- Retail: The loyalty card appears immediately for use, allowing the customer to identify themselves at the checkout.
- Promotional Offer: The user gains instant access to their discount voucher or exclusive benefit.
💡 Users can manage their push notifications in two ways:
- Globally: Through the phone’s settings by allowing or blocking notifications from the Wallet app, just like any other application.
- Individually: For each registered pass, with the option to unsubscribe from notifications for a specific pass rather than all notifications from a given brand.
Push Notification: Key Differences Between Apple and Google Wallet
Apple Wallet
Push notifications on Apple Wallet appear on the lock screen as banners or in the notifications center. Their content is fully customizable and remains accessible in the “Latest notification” field on the back of the pass. In addition, it is possible to customize the icon displayed with the notification, making the pass immediately recognizable.
Google Wallet
In contrast, Google Wallet does not allow modification of the title or content of notifications. They serve solely to inform the user of an update to the pass. On Android, these notifications appear as standard alerts, indicating that a new message has been added to the pass.
Moreover, Google Wallet offers two options:
- Display the message only in the pass details.
- Generate a notification in addition to the display on the pass.
Automated Triggers for Push Notifications
Push notifications in Apple Wallet and Google Wallet can be automatically triggered according to several scenarios:
Triggers Related to CRM or Point-of-Sale Events
Push notifications can be automatically triggered by CRM, POS, loyalty, and commerce software:
- Retail: This might include an in-store purchase, earning loyalty points, receipt issuance, or the receipt of a personalized offer.
- Events: This could involve the reception of a new ticket, a change in the event (time or venue change), or a cancellation.
Neostore synchronizes in real time with your point-of-sale systems, ticketing, and CRM for dynamic management of Apple Wallet and Google Wallet passes. The displayed information can be updated in real time; for example, you can:
- Modify a field, such as the remaining balance on a gift card.
- Update the expiration date of a coupon or ticket.
- Add or adjust a promotional offer visible on a pass.
👉 A push notification is then automatically triggered after each update of the card to inform the user of the change!
💡 Our platform also allows you to easily translate and customize your notifications according to your customers’ language preferences.
Triggers Based on the Date and Time of an Event
A notification can be sent automatically before an event recorded in the Wallet. These notifications serve to remind the user of the validity of a pass or an upcoming event.
Notifications based on the schedule remain displayed on the lock screen until the user interacts with them, ensuring that no key information is missed.
It is worth noting that Apple Wallet uses a system that displays the pass on the lock screen as the event date approaches, but without an active notification or sound alert—the exact timing varies according to several factors. On the other hand, Google Wallet sends an automatic notification three hours before the event begins.
Use Cases:
- Event: Reminder before a concert or conference.
- Retail: Notification before a private sale or an exclusive promotion reserved for members.
Geolocated Triggers
Geolocated push notifications appear when the user enters a defined perimeter (up to 300 meters) to encourage the use of the wallet card on site.
Apple Wallet passes can be configured with precise GPS coordinates. When a user enters the defined zone, their pass automatically appears on the iPhone’s lock screen, providing quick access.
👉 Limitations: Apple Wallet allows a maximum of 10 GPS coordinates per card. Neostore optimizes this constraint by automatically generating the coordinates of the closest stores for each customer.
Google Wallet plans to introduce location-based notifications for its passes. When a user approaches a location associated with a pass, a push notification will be sent to prompt them to check their ticket or card.
How do the notifications display ?
They remain visible on the screen once the user enters the defined perimeter until they exit it. This allows the card to open automatically upon the customer’s arrival, facilitating access to their ticket, loyalty card, or promotional offer.
Notifications can include a personalized message, such as “Remember to use your points at checkout” or “You’re nearby! Use your wallet pass for easy event access.” 👉 Depending on the customer’s status, these notifications can display tailored information, such as a current offer, an exclusive benefit, or a reminder of their loyalty balance.
Triggers via iBeacon (Bluetooth and Specific Hardware)
Exclusively on Apple Wallet, a notification can be triggered when the user approaches a specific location via Beacon tags, which detect devices through Bluetooth. For example, this can activate when a customer approaches a wallet reader at the checkout, a self-service kiosk, or an access control device!
💡 Do you use an Adyen terminal? Discover how to display a QR code on an Adyen terminal to facilitate identification and in-store payment 👉 Detailed guide here.
Best Practices for Writing an Effective Push Notification
Wallet push notifications should be short, impactful, and include a clear call-to-action (CTA).
👉 Neostore Recommendations:
- Limit the length to 150 characters to maximize readability.
- Include a clear and direct Call-To-Action (CTA) (e.g., “use your pass at checkout or at the entrance”).
- Ensure the message is contextually relevant (considering geolocation, ongoing promotions, and customer status).
Examples of Effective Messages:
- 🎟 Your concert starts soon! Open your pass for quicker access to your seat.
- 🏬 You are near a store! Use your loyalty card to accumulate points.
- 🎁 A gift awaits you! Open your pass to discover your special offer.
Conclusion
Push notifications in Apple Wallet and Google Wallet are a powerful channel for engaging customers without friction. They maximize the visibility of stored cards, enhance the customer experience in-store or at events, and increase the usage of mobile wallets.
Thanks to the multiple available triggers (CRM events, event dates, geolocation, iBeacon, scheduling), these notifications offer a unique flexibility for brands and event organizers to interact effectively with their audience.
Do you wish to activate push notifications for your wallet cards? Discover how Neostore can support you! Contact us.