Top 10 FAQs About Mobile Wallet Marketing

1) What exactly is mobile wallet?

Mobile wallet is essentially the digital equivalent of all the everyday things included in a physical wallet.

2) What can be a mobile wallet “pass”?

A mobile wallet “pass” is the name for any item that is stored in a mobile wallet. (Mobile wallet passes are sometimes also referred to as “wallet cards” or “wallet items.” At Urban Airship, we call any item that goes into a mobile wallet a pass.)

3) Do I need to have an app to offer a mobile wallet pass?

In a word: nope!

Download the Mobile Wallet Inspiration Guide for more mobile wallet marketing ideas.

4) How would I create a mobile wallet pass?

Urban Airship’s Reach tool allows you to quickly create a mobile wallet pass that you can distribute to your customers.

5) How would I send my customer a mobile wallet pass to use?

Sending a mobile wallet pass is as easy as sending a URL link.

6) Would my customer know what to do when they receive a mobile wallet pass?

Our research shows that 54% of the 2,000 consumers we surveyed have already used mobile wallet — and they indicated that they’d like to use them more.

7) What happens after I send a customer a mobile wallet pass?

A mobile wallet pass stays in a consumer’s mobile wallet until they delete it. Our aggregate data shows that up to 85% of passes are rarely deleted, with retention rates up to 95% for some brands.

8) Why should I try out mobile wallet marketing?

Because mobile wallet does not require any opt-in, it can act as a “lightweight app.” That allows you to message your customer without them ever having to install your branded app.

  • You’re already behind where you customers want to be. Our research shows that companies are behind consumer demand for mobile wallet passes. The companies who catch up first will earn more customer engagement and loyalty.
  • Increasing your footprint on your customer’s mobile device is a chance you don’t want to miss. Mobile wallet use is growing, not shrinking. You have the chance to take advantage of this new channel for engaging and communicating with your customers.
  • It will make your customers love you even more. For non-payment wallet pass items like coupons and loyalty cards, mobile wallet is easier to use and way (way) more convenient. How often do you forget to bring along a coupon you’d intended to use? How often do you forget to bring your phone with you? Case closed. Mobile wallets mean your coupons, loyalty cards and other passes get used — and stay top of mind.

9) How long does it take to get up and running with a mobile wallet pass?

It all depends on what type of pass you want to create. A basic mobile wallet pass can be up and running within 2–3 weeks.

10) Do you have any examples of how companies have used mobile wallet?

Our Mobile Wallet Inspiration Guide is packed with ideas for using mobile wallet in your business.



Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic.

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Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic.