passbook + apple pay: 5 things you need to know about apple’s new mobile wallet
DESCRIPTION
Apple’s announcement on September 9 posed interesting questions for marketers everywhere: What does this convergence of payment and nonpayment features mean for my brand? What is the marketing opportunity with Passbook? How quickly can I get started? Who can help? Vibes was first to offer tools to help retailers and brands create, manage and distribute content in Apple’s Passbook and Google Wallet. The results? A 1,400 percent increase in Passbook Pass installs in the past year — and 70 percent of consumers will save a Passbook offer to their phone when presented with a pass. Passbook has a 64 percent higher conversion rate over static mobile web coupons. What to expect: Apple’s new mobile wallet – Viewers will gain five key takeaways from what Apple has announced (iPhone 6, NFC, iOS 8, Passbook, etc.). Passbook success stories – We discuss five top Passbook campaigns our clients have run in the past 12 months (what works and lessons learned). Audience Q&A – All marketers will be invited to participate in this interactive dialogue. Featured speakers: John Haro, CTO, Vibes Julie Novack, SVP, Mobile Solutions, VibesTRANSCRIPT
5 THINGS YOU NEED TO KNOW ABOUT APPLE’S NEW MOBILE WALLET!Passbook + Apple Pay!
John Haro, Chief Technology Officer !@johnharo!Julie Novack, EVP, Mobile Solutions !@JulieRothNovack!
#PassbookWebinar!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Today’s speakers!
#PassbookWebinar!
Julie Novack!EVP, Mobile !
Solutions!@JulieRothNovack!
John Haro!Chief Technology
Officer!@johnharo!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Passbook + Apple Pay: 5 things you need to know!
What is !Apple Pay?!
Passbook’s role!
The user experience!
The value proposition !
Best-in-class mobile wallet
programs!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
1. What is Apple Pay?!
§ Apple Pay is Apple's new mobile payments system. !
§ Announced on 9/9/14, it allows iPhone users to pay with "one-touch checkout" at retail locations. !
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
How is it different? !
Streamlined enrollment!
Consumer-first approach!
Privacy! Security!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Passbook + Apple Pay: 5 things you need to know!
What is !Apple Pay?!
Passbook’s role!
The user experience!
The value proposition !
Best-in-class mobile wallet
programs!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
2. Passbook’s role!
Passbook!
Apple has placed Passbook at the center of its Apple Pay mobile payment system!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Passbook + Apple Pay: 5 things you need to know!
What is !Apple Pay?!
Passbook’s role!
The user experience!
The value proposition !
Best-in-class mobile wallet
programs!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
3. The user experience!
OUTSIDE THE STORE! IN THE CHECK OUT LINE ! PAYING AT THE REGISTER !
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Passbook + Apple Pay: 5 things you need to know!
What is !Apple Pay?!
Passbook’s role!
The user experience!
The value proposition !
Best-in-class mobile wallet
programs!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
4. The value proposition !
For the Consumer! For the Retailer!
§ Convenience !§ Timely reminders (expiring offers)!
§ Location triggers!§ Secure and frictionless payments!
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§ Higher conversion vs mobile web coupon !§ Ability to update content and offers!
§ Less fraud!§ Your brand next to consumers’ credit cards!!!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Passbook + Apple Pay: 5 things you need to know!
What is !Apple Pay?!
Passbook’s role!
The user experience!
The value proposition !
Best-in-class mobile wallet
programs!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Passbook launched over 2 years ago…!
Passbook!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
No words needed to explain the value to the consumer!!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Mobile wallet content can be distributed across many channels!
Use multiple channels to distribute wallet content!
Text!
Mobile!Ads!
Apps /!Push!
Email!
Web!
Direct!mail!
Social!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Mobile wallet best-in-class examples!
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Email !Optimization!For Mobile!
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Activating !Email with !
Mobile Wallet!!
Coupons! Loyalty!
!Activating an existing advertising campaign with mobile wallet !
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Gap Love Notes campaign last holiday season!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
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Passbook!
After texting “Love” … a very special plaid shirt responds !
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
For Android users: Google Wallet experience!
Google Wallet!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Device detection drives experience!
Google Wallet! Passbook! Other!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
It is easy to create multiple wallet types in our Catapult platform !
Google Wallet! Apple Passbook!
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Activating email with Passbook!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Mobile wallet programming overview!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Email is one of the easiest channels to activate with wallet!
1. Desktop email! 2. Mobile email!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Try activating an email with mobile wallet – on us!
Email us if you want to try [email protected]!
Mobilizing direct mail, coupons and offers!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Pep Boys text message alerts lead to mobile wallet!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Pep Boys also activates their mobile web coupons!
Passbook!
Google Wallet!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Impressive results !
of customers who viewed the mobile web coupon added that offer to Passbook !
26%!
of all Pep Boys mobile wallet offers that were added to Passbook & Google Wallet were redeemed in store!
30%!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Mobile wallet best-in-class examples!
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Email !Optimization!For Mobile!
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Activating !Email with !
Mobile Wallet!!
Coupons! Loyalty!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Sear’s Shop Your Way Rewards Loyalty Program!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Members learn about Surprise Points via email or text alert!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Mobile wallet marketing is making a big impact!
On average, 70% of consumers will save an offer to their phone when presented with that option.!
64% higher conversion rate over static mobile web coupons! When email is activated
with Mobile Wallet – 8% increase in conversion !
Are people using it?! Does it work?! Does wallet lift email conversion?!
26% increase in AOV over static mobile web offers!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Massive Passbook adoption!
Vibes has seen a 6,150% increase in Passbook pass installs since March 2013 (300+ Passbook campaigns)!
Passbook Adoption!Indexed Monthly Growth!
0%!
1000%!
2000%!
3000%!
4000%!
5000%!
6000%!
7000%!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Think holistically about mobile wallet marketing!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Library of reports, handbooks and webinars !
Mobile Wallet Handbook: !The ABCs of Passbook & Google Wallet!
Mobile Wallet Consumer Report: !Non-payment opportunities for marketers!
Mobilize your loyalty program with
mobile wallet!ABCs of Passbook & Google Wallet!
Apple’s Passbook & Google Wallet: 5 key differences!
The Mobile Wallet Shift: Non-payment
opportunities for marketers!
Google Wallet for Mobile Marketers!
Passbook Results Are In: What’s
working, what’s not & what’s next?!
www.vibes.com/resources!
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©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
Q&A!
Send us your questions! !
#PassbookWebinar!
Julie Novack!EVP, Mobile !
Solutions!@JulieRothNovack!
John Haro!Chief Technology
Officer!@johnharo!