Increasing customer engagement with Mobile Wallet identification: the case of GoodNews

Plastic loyalty cards and paper coupons are a thing of the past. Customers are looking for convenience and efficiency when they visit a store.

With more than 5.61 billion people owning a smartphone—which they check an average of 58 times a day— mobile wallet marketing is now more relevant than ever.

In fact, that’s the option that GoodNews chose—a young, dynamic coffee brand seeking to improve customer engagement as part of its loyalty program.

Find out how integrating Splio Mobile Wallets into its loyalty strategy has enabled the brand to boost customer engagement.

What are the benefits for CRM teams of identifying customers through mobile wallets?

Thanks to the digitization of their wallet, customers no longer need to visit stores withtheir credit cards, loyalty cards, and coupons. The flexibility this offers opens the door to endless possibilities for retail brands, particularly for CRM teams as part of their strategy.

A better understanding of customers…

Loyalty cards are one of the easiest ways for retail brands to identify their customers. Online, this isn’t an issue, since when making an e-commerce purchase, customers log in to their accounts and are therefore linked to their loyalty cards; as a result, brands can easily track their behavior and purchases.

In-store, however, the loyalty card plays a crucial role because it links a customer’s purchases to their customer profile, thereby connecting their in-store data to their overall customer information.

Having a digital loyalty card in mobile wallets increases a brand’s chances of collecting valuable data on in-store purchases. This is because the brand’s loyalty card is always within the customer’s reach, right on their phone. The chances of a customer “forgetting” their card—or even losing it—are much lower than with a physical loyalty card. As a result, customers will check in more frequently in-store.

… for a better customer experience

By offering a digital version of its loyalty card, a brand can enhance the customer experience it provides:

1. It streamlines the checkout process by simplifying in-store identification. Customers (and everyone else in the checkout line!) no longer waste time searching for their card among the many cards in their wallet, and they no longer need to spell out their last name or phone number to the cashier (who can’t hear them over the noise) to be found in the customer database. The time saved is considerable for both the customer and the sales associates, who can focus on their primary mission: customer service.
2. It paves the way for personalized communications. By digitizing its loyalty card within customers’ mobile wallets, a brand gains a new platform and a new channel for personalized communication. It can send wallet push notifications at any time and/or offer special deals tailored to each customer’s behavior.

What use cases can we envision with the digitization of loyalty cards in mobile wallets?

Mobile wallets open up a wide range of use cases for retail brands, including the following XX that are directly linked to loyalty programs.

To explore other use cases for mobile wallets and build lasting relationships with all your customers, download our guide.

Engaging Your Loyal Customer Base in a New Way

Mobile wallets undoubtedly offer a new communication channel and, as a result, a new way for brands to engage with their customers.

Through its loyalty card, a brand can easily send personalized offers to its customers, for example, based on their status within the loyalty program.

Encourage drive-to-store

By being featured in its customers’ mobile wallets, a brand can notify them when they are near a store via a wallet push notification.

The concept is simple: the brand defines a geographic zone around each of its stores, allowing it to send a push notification to anyone entering one of those zones.

When the customer receives this notification, they realize they are near a store they like and may be tempted to visit it. Without the notification, they might not have thought to go to the store.

Reactivating Inactive Customers

Some customers aren't responding to your emails—why not try re-engaging them through mobile wallets?

Once again, the close connection established by having the loyalty card right on the customer’s phone allows a brand to communicate more easily and directly. In fact, mobile notifications are clicked on much more frequently (about 15% depending on the market, compared to 5% for email) and read more quickly (usually within a few minutes).

A best practice would be to offer inactive customers a personalized deal (such as a free croissant with their next purchase) to encourage them to visit the store and thus reignite their interest in the brand.

The GoodNews and Splio Success Story

GoodNews is a rapidly growing company founded in 2020. By the time the pandemic hit, it had more than 30 stores in four different countries. Its target audience? Young, urban consumers, with a marketing strategy centered on sustainability, positivity, healthy habits, and traceable specialty coffee.

The company's challenge: customer loyalty and engagement

GoodNews has a strong brand identity and well-established customer communication, but the brand wants to take customer engagement to the next level.

GoodNews has decided to overhaul its marketing strategy to engage and retain customers in a new way.

GoodNews and Splio: a loyalty program largely driven by mobile wallets

The startup used the Splio platform to digitize its loyalty program into its customers’ mobile wallets. This allowed it to enhance its database for faster and more accurate customer identification in-store.

The promotion of its loyalty program was thus enhanced by:

• relevant promotions,
• custom wallet push notifications,
• timely reminders and follow-ups for customers.

Results: Increased brand engagement

Thanks to the initiatives launched by GoodNews as part of its loyalty program and communications via wallet push notifications:

• An additional 2% of customers earned the Beginner’s Medal just one month after the launch of the digital loyalty card
• Scanning digital loyalty cards at the point of sale enabled the identification of 32% of customers
• Since the program launched, an average of 26% of program members have added their loyalty card to their Mobile Wallet each week.

Discover the GoodNews Success Story and all of the brand’s CRM results now!

Mobile wallets, when combined with a loyalty program, are a powerful customer marketing tool and a strategic asset for CRM teams looking to personalize their customer relationships. They integrate seamlessly into the omnichannel strategy of retail businesses.