CINXE.COM

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role="document"> <div class="content row"> <main class="main"> <article class="post-173365 post type-post status-publish format-standard has-post-thumbnail hentry category-marketing tag-customer-loyalty tag-digital-payment tag-ecommerce tag-loyalty-program tag-mobile-payments tag-personalization tag-personalized-experiences mcm_term-customized-offers mcm_term-mobile-wallet"> <header> <h1 class="entry-title">Why Digital Wallets are The Key to Modern Loyalty Marketing</h1> <div class="meta-info"> <a href="https://multichannelmerchant.com/author/jakeweatherly/" rel="author" class="fn"> <img class="avatar img-fluid" src="https://multichannelmerchant.com/wp-content/uploads/2023/09/untitled-1-9.jpg"> </a> <div> <a href="https://multichannelmerchant.com/author/jakeweatherly/" rel="author" class="fn author-meta"> Jake Weatherly </a> </div> <time class="updated" datetime="2023-09-28T21:50:50+00:00">September 28, 2023</time> </div> <img width="850" height="450" src="https://multichannelmerchant.com/wp-content/uploads/2023/09/digital-wallet-checkout-feature.jpg" class="img-fluid wp-post-image" alt="digital wallets checkout feature" decoding="async" srcset="https://multichannelmerchant.com/wp-content/uploads/2023/09/digital-wallet-checkout-feature.jpg 850w, https://multichannelmerchant.com/wp-content/uploads/2023/09/digital-wallet-checkout-feature-300x159.jpg 300w, https://multichannelmerchant.com/wp-content/uploads/2023/09/digital-wallet-checkout-feature-768x407.jpg 768w" sizes="(max-width: 850px) 100vw, 850px" /> </header> <div class="entry-content"> <p>Whether they’re shopping online or inside a physical store, today’s shoppers are growing tired of keeping track of countless credit, debit and loyalty cards. They clutter up their wallets and make shopping feel less than convenient.</p> <div id="ai_ad_widget-2" class="ad-widget-in-content" style="text-align:center;margin: 20px auto;"> <div id="div-gpt-ad-1647464811495-0"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1647464811495-0'); });</script> </div> </div> <p>Increasingly consumers want a quick and seamless payment experience, which is exactly what digital wallets provide. This is why <a href="https://www.jdpower.com/business/resources/mobile-wallets-gain-popularity-growing-number-americans-still-prefer-convenience#:~:text=Between%20the%20first,barriers%20to%20adoption.">nearly 50% of consumers</a> were using digital wallets at the end of 2022, and experts predict digital wallets will <a href="https://www.zdnet.com/finance/its-2030-and-digital-wallets-have-replaced-every-card-in-our-purses-and-pockets/">overtake plastic cards by 2030</a>.</p> <p>While it’s clear that customers are sick of carrying and keeping track of plastic, <a href="https://www.kiplinger.com/investing/economy/consumers-spending-more-still-reeling-from-inflation-kiplinger-economic-forecasts">they’re not tired of unlocking savings</a>. Smart retailers will recognize digital wallets as a unique opportunity to foster customer loyalty by appealing to <a href="https://multichannelmerchant.com/news/consumers-dont-see-categories-like-retailers-survey-finds/">consumers’ preferences</a> for shopping experiences that are convenient and accessible, multi-channeled and personalized. Here are three ways that brands can use them to unlock the key to modern loyalty marketing:</p><div><script>var AIAD_4f341fa9b8033a5692306b568798e122_6742bd14cea3a;googletag.cmd.push(function(){var AIMAP_e02b89857b91a11b8be92fca409827ba = googletag.sizeMapping().addSize([970, 0], [[970, 90], [728, 90], [970, 250]]).addSize([768, 0], [728, 90]).addSize([320, 0], [300, 50]).addSize([0, 0], []).build();var AIMAP_336d69af4e13192f91fb34ababca7913 = googletag.sizeMapping().addSize([970, 0], [[970, 90], [728, 90]]).addSize([768, 0], [728, 90]).addSize([0, 0], []).build();var AIMAP_3cfce651e667ab85486dd42a8185f98a = googletag.sizeMapping().addSize([320, 0], [300, 250]).addSize([0, 0], []).build();var AIMAP_e55a54e1d4a840735c2e9f8afd01b09a = googletag.sizeMapping().addSize([320, 0], [[300, 600], [300, 250]]).addSize([0, 0], [[970, 90], [728, 90], [970, 250]]).build();var AIMAP_95200ff25af156a67c37a9382cf74da1 = googletag.sizeMapping().addSize([320, 0], [[300, 600], [300, 250]]).addSize([0, 0], []).build();AIAD_4f341fa9b8033a5692306b568798e122_6742bd14cea3a = googletag.defineSlot('/987/Multichannelmerchant.com/mcm_native', 'fluid', 'div-gpt-ad-23003939171-0-6742bd14cea3b').addService(googletag.pubads()); });</script></div><div style="text-align:center;margin: 20px auto;" class="widget widget_ai_ad_widget"><div id="div-gpt-ad-23003939171-0-6742bd14cea3b"><script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-23003939171-0-6742bd14cea3b'); });</script></div></div> <h4>Offer Convenient, Accessible Shopping</h4> <p>Digital wallets are as effortless as payments get, making on-the-go shopping easier than ever. They enable consumers to easily complete purchases with a single tap on their mobile devices, cutting down on checkout time. This is key to reducing the friction that can lead customers to second-guess purchases.</p> <p>In addition to offering payment options, digital wallets also store personal forms of identification to unlock even more convenient shopping experiences. Consumers can use them in lieu of physical tickets to get through TSA security checks quickly and onto their flights. They can even order age-restricted items like alcohol from their seat at a sports venue, since digital wallets can store their verified birth date.</p> <p>Digital wallets also seamlessly incorporate digital loyalty cards, making it easier for consumers to apply discounts and other perks with their device all in one go. There’s no need to search for that punch card at the bottom of your purse or in the car console. This is why <a href="https://www.insiderintelligence.com/content/consumers-opt-mobile-interactions-with-loyalty-programs#:~:text=Whether%20shopping%20online%20or%20in%20physical%20stores%2C%20most%20US%20consumers%20prefer%20to%20use%20mobile%20devices%20to%20engage%20with%20loyalty%20programs%2C%20and%20less%20than%20half%20prefer%20email%2C%20according%20to%20Yotpo%E2%80%99s%20survey.%C2%A0">nearly two-thirds</a> of consumers prefer using loyalty programs on their mobile devices when shopping in store, and forward-thinking brands are making it easy for them to do so.</p> <h4>Enable Seamless Omnichannel Experiences</h4> <p>Digital wallets don’t just unlock convenient shopping experiences in physical retail environments. They drive seamless experiences across all channels. Shoppers must only input their payment information into a digital wallet one time. It’s then secured for all future purchases.</p><div><script>var AIAD_4f341fa9b8033a5692306b568798e122_6742bd14cece7;googletag.cmd.push(function(){var AIMAP_e02b89857b91a11b8be92fca409827ba = googletag.sizeMapping().addSize([970, 0], [[970, 90], [728, 90], [970, 250]]).addSize([768, 0], [728, 90]).addSize([320, 0], [300, 50]).addSize([0, 0], []).build();var AIMAP_336d69af4e13192f91fb34ababca7913 = googletag.sizeMapping().addSize([970, 0], [[970, 90], [728, 90]]).addSize([768, 0], [728, 90]).addSize([0, 0], []).build();var AIMAP_3cfce651e667ab85486dd42a8185f98a = googletag.sizeMapping().addSize([320, 0], [300, 250]).addSize([0, 0], []).build();var AIMAP_e55a54e1d4a840735c2e9f8afd01b09a = googletag.sizeMapping().addSize([320, 0], [[300, 600], [300, 250]]).addSize([0, 0], [[970, 90], [728, 90], [970, 250]]).build();var AIMAP_95200ff25af156a67c37a9382cf74da1 = googletag.sizeMapping().addSize([320, 0], [[300, 600], [300, 250]]).addSize([0, 0], []).build();AIAD_4f341fa9b8033a5692306b568798e122_6742bd14cece7 = googletag.defineSlot('/987/Multichannelmerchant.com/mcm_native', 'fluid', 'div-gpt-ad-23003939171-0-6742bd14cece8').addService(googletag.pubads()); });</script></div><div style="text-align:center;margin: 20px auto;" class="widget widget_ai_ad_widget"><div id="div-gpt-ad-23003939171-0-6742bd14cece8"><script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-23003939171-0-6742bd14cece8'); });</script></div></div> <p>From then on, they can look forward to one-click shopping across platforms. No need to track down the right cards for that new jacket — or the best discount. And no more losing out on coveted concert tickets because you can’t enter your information fast enough. In addition to streamlining shopping, the seamless experiences they offer <a href="https://www.bigcommerce.com/blog/mobile-checkout-optimization/">increase conversion and reduce abandoned cart rates</a> for retailers.</p> <p>Digital wallets also provide an easy way for customers to engage with brands’ loyalty programs regardless of the platform. <a href="https://www.insiderintelligence.com/content/consumers-opt-mobile-interactions-with-loyalty-programs">Nearly three-quarters</a> of consumers prefer using loyalty programs as they’re shopping online, and smart brands will meet these consumers with high-value offers across all channels.</p> <h4>Increase the Personalization Consumers Crave</h4> <p>The information that consumers store and willingly share in their digital wallets provides an array of opportunities for brands to offer tailored experiences that attract new shoppers and increase customer loyalty.</p> <p>While it’s difficult for brands to effectively tie disparate physical loyalty cards to consumer profiles, ones seamlessly integrated into digital wallets let you create unified customer identities. Digital wallets produce vast amounts of <a href="https://www.forbes.com/advisor/banking/digital-wallets-payment-apps/#:~:text=While%20scams%20exist,during%20a%20transaction.">securely-protected consumer information</a>. This includes spending habits, preferences, transaction histories and other <a href="https://www.forrester.com/blogs/us-consumer-privacy-attitudes-in-2022/?utm_source=totalretail&utm_medium=pr&utm_campaign=b2cm">zero-party data</a> consumers happily share in exchange for options they like that are convenient to purchase.</p><div><script>var AIAD_4f341fa9b8033a5692306b568798e122_6742bd14cef17;googletag.cmd.push(function(){var AIMAP_e02b89857b91a11b8be92fca409827ba = googletag.sizeMapping().addSize([970, 0], [[970, 90], [728, 90], [970, 250]]).addSize([768, 0], [728, 90]).addSize([320, 0], [300, 50]).addSize([0, 0], []).build();var AIMAP_336d69af4e13192f91fb34ababca7913 = googletag.sizeMapping().addSize([970, 0], [[970, 90], [728, 90]]).addSize([768, 0], [728, 90]).addSize([0, 0], []).build();var AIMAP_3cfce651e667ab85486dd42a8185f98a = googletag.sizeMapping().addSize([320, 0], [300, 250]).addSize([0, 0], []).build();var AIMAP_e55a54e1d4a840735c2e9f8afd01b09a = googletag.sizeMapping().addSize([320, 0], [[300, 600], [300, 250]]).addSize([0, 0], [[970, 90], [728, 90], [970, 250]]).build();var AIMAP_95200ff25af156a67c37a9382cf74da1 = googletag.sizeMapping().addSize([320, 0], [[300, 600], [300, 250]]).addSize([0, 0], []).build();AIAD_4f341fa9b8033a5692306b568798e122_6742bd14cef17 = googletag.defineSlot('/987/Multichannelmerchant.com/mcm_native', 'fluid', 'div-gpt-ad-23003939171-0-6742bd14cef18').addService(googletag.pubads()); });</script></div><div style="text-align:center;margin: 20px auto;" class="widget widget_ai_ad_widget"><div id="div-gpt-ad-23003939171-0-6742bd14cef18"><script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-23003939171-0-6742bd14cef18'); });</script></div></div> <p>Digital wallets allow personalization far beyond traditional segmentation. Brands can group shoppers into specific categories like students, military and parents. They can also develop nuanced, multifaceted understandings of individuals based on digital wallet usage. This allows brands to offer spontaneous, tailored customer experiences across every channel. They can include personalized offers and recommendations based on each person’s unique buying habits and preferences.</p> <p>As shoppers continue their inevitable shift to digital wallets, smart brands will evolve with them. They’ll appeal to preferences for convenient, seamless purchasing experiences. This will help you stand out among the sheer volume of shopping options, providing personalized opportunities consumers crave. Brands that do that will unlock the key to customer loyalty.</p> <p><em>Jake Weatherly is CEO of <a href="https://www.sheerid.com/">SheerID</a></em></p> <div class="ctx-module-container ctx_default_placement ctx-clearfix"></div> <span class="ctx-article-root"></span> </div> <footer> <div class="related-tags"> RELATED TAGS: <a href="/topic/customer-loyalty" rel="tag">customer loyalty</a>, <a href="/topic/digital-payment" rel="tag">digital payment</a>, <a href="/topic/ecommerce" rel="tag">ecommerce</a>, <a href="/topic/loyalty-program" rel="tag">loyalty program</a>, <a href="/topic/mobile-payments" rel="tag">mobile payments</a>, <a href="/topic/personalization" rel="tag">Personalization</a>, <a href="/topic/personalized-experiences" rel="tag">personalized experiences</a> </div> <div class='ctx-module-container ctx_shortcode_placement ctx-clearfix'></div> </footer> <section id="comments" class="comments"> </section> </article> </main> <aside class="sidebar"> <div id="ai_ad_widget-4" 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