Today’s customers are no longer just looking to buy a product; they expect a consistent, seamless, and personalized experience, regardless of the channel. In this context, brands must create a perfect synergy between digital and physical touchpoints—hence the need for an omnichannel strategy!
This is where the mobile wallet comes into play: much more than just a loyalty tool, it becomes the convergence point of this omnichannel strategy, offering consumers instant access to their benefits and key information.
This article delves into the role of mobile wallets in omnichannel strategies and highlights how this technology can help turn customer engagement into a lasting and profitable asset for brands. Happy reading!
Omnichannel: A Customer-Centered Approach
Omnichannel, or omnichanneling, is a strategy in which all contact and sales channels, whether physical or digital, work together to provide customers with a smooth and consistent experience.
This approach goes beyond simple channel diversification: it places the customer at the center by combining digital and physical interactions. The goal is to meet customer expectations and make them feel recognized and valued at every step of their journey.
Through omnichanneling, commercial functions collaborate to deliver a unified and personalized experience. For example:
- Marketing adjusts campaigns based on each customer’s habits and personalizes interactions through targeted outreach.
- Logistics ensures product availability thanks to synchronized tracking of inventory and shipments.
- Commerce streamlines purchases both in-store and online via simplified identification.
Omnichannel thus becomes an essential tool for brands aiming to build a lasting, trustworthy relationship with their customers. By merging digital and physical channels around the customer, it enables companies to stand out in a competitive landscape where the customer experience is paramount.
This is especially true in the luxury sector, where delivering a tailored experience is essential in a highly competitive environment. To learn more, discover how collecting customer data plays a key role in personalizing the customer experience.
Mobile Wallets: A Bridge Between Digital and Physical Worlds
The mobile wallet is now the perfect link between the digital and physical realms. By adding a customer account to Apple or Google mobile wallets, brands create a new omnichannel interaction space, accessible anytime and anywhere.
Moreover, wallets allow brands to simplify customer identification at points of sale, communicate relevant information, and deploy marketing campaigns with ease. For customers, mobile wallets streamline access to offers and services, making it easy to instantly retrieve their benefits and information at any touchpoint.
The Omnichannel Strategy Through Mobile Wallets: The Secret to a Modern Customer Experience
Traditional channels, like email, are showing their limitations today: open rates are dropping, and they struggle to stand out. SMS, though effective, can quickly become costly at scale.
Mobile wallets offer a unique alternative: a platform where brands can send free, personalized push notifications, integrated directly into the customer’s device. Brands can thus 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
For the 2024 Summer Terrace event in Saint-Tropez, Zadig & Voltaire set up a geolocated notification strategy through the mobile wallet to invite customers to join the event.
By harnessing the potential of push notifications within the wallet, the brand could directly target customers located near the event.
This approach generated a true “drive-to-store” effect by encouraging nearby customers to come explore the new collections and enjoy the summer atmosphere at the Summer Terrace.
The result: this targeted, contextual action not only strengthened customer engagement but also helped increase in-store traffic. An effective way to bridge the gap between digital and physical experiences!
Benefits of Wallets in the Omnichannel Journey
Quick and Secure Identification at Physical Checkouts via Mobile Wallets
The mobile wallet simplifies identification at checkout: when a customer approaches a point of sale or an MPOS terminal, a push notification is sent to instantly retrieve their loyalty card, coupon, or online order details. The card automatically opens on their phone, giving direct access to their benefits without having to search for it.
This automation speeds up checkout time, as the customer can simply present their card from their phone to identify themselves with ease.
👉 No more manual ID requests at checkout: the cashier only has to scan the customer’s card to apply promotions or loyalty points. This not only reduces wait times but also enhances service fluidity by creating a quick and frictionless experience for the customer.
Enhanced Engagement via Personalized and Geolocated Push Notifications
Mobile wallets are particularly useful for implementing contextualized and personalized marketing campaigns. Brands can communicate relevant information in real-time directly on their customers’ phones, while respecting their privacy.
For instance, these push notifications can be sent to encourage customers to:
- Discover a new in-store collection,
- Take advantage of special promotional offers,
- Use active vouchers,
- Earn loyalty points,
- Check in at the store.
In short, marketing campaigns on wallets allow messages to be adjusted based on specific triggers such as event dates, geolocation (if the customer is within 300 meters of the store), or customer behavior.
Brands can customize every aspect of the card (visuals, displayed information, messages, and push notifications) to tailor the customer experience according to their preferences and journey.
By connecting Neostore to Klaviyo, you register more customers in mobile wallets while sending personalized, automated messages at each stage of their journey. To learn more, check out our dedicated page that details how to turn your contacts into active members through a simple and effective solution.
Mobile Wallets: A Measurable ROI for Brands
Mobile wallets are a true performance lever for brands, providing a tangible, measurable return on investment. Omnichannel customers are more engaged, with an average spend 30% higher than customers using only one channel.
By integrating mobile wallets into their strategy, brands not only strengthen loyalty but also increase the frequency of in-store visits, thanks to simplified access to loyalty information, personalized offers, and each customer’s unique benefits.
In addition to boosting customer retention, mobile wallets also reduce operational costs by centralizing loyalty information and communication tools in one digital space.
👉 The 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 much more than just a loyalty tool: it’s a strategic channel that boosts engagement, maximizes customer value, and improves campaign profitability by offering brands a complete, profitable, and customer-oriented omnichannel experience.
