Earlier this month, PYMNTS.com, a US-based analytics company with a focus on payment platforms, published data from their recent study on Apple Pay usage for in-store payments in the United States. The insights say it is not a habit yet. Why?
Since 2014, Apple has done a lot of work in convincing the entire nation that Apple Pay is the modern way to pay. But Americans have been using plastic cards with magnetic strips to pay for goods and services for generations. Businesses have needed to start accepting contactless payments. People have needed to own the right device. Banks have needed to have an agreement in place with Apple Pay. And the same banks have been modernizing and issuing new contactless cards for people at the same time. So people still do struggle using mobile phones for in-store payments instead of plastic cards. But if they use mobile payments, it is Apple Pay what people use. It is still a hell of work for Apple to increase the Apple Pay adoption rate in the United States, in-store in particular.
In Europe in the meantime, mobile payments are on the sharp rise. Mobile payments are gradually becoming popular with Europeans as an easy, convenient, and secure payment option. Contactless payments were already common in Europe years earlier as in the United States and people have been attuned to tapping for things and seen the convenience of ditching their wallets for just a mobile phone. Mobile payments are on the rise globally, too. Nowadays, about half of mobile phone users worldwide are using mobile payments.
Engage Customers Through Mobile Wallets
With mobile wallets — such as Google Pay and Apple Wallet working hand-in-hand with Apple Pay — people can keep not just their payment cards, but also their digital loyalty cards, airline, train, and bus boarding passes, event tickets, discount coupons, booking confirmations, and more in a single app. This creates the perfect opportunity for small businesses. Businesses can engage with customers by push notifications and location-specific messages sent to their mobile phones. People already have wallets on their mobile phones so there is no need for you to pay a fortune to get your own mobile app. And people don’t need to download any additional apps because of your loyalty program.
Using the features of mobile wallets — in a very cost-efficient manner — your own branded digital content for mobile wallets would become a new communication channel for you. It is interactive and allows for sending push notifications with your deals, promotions, and discounts, or exclusive content directly to the lock screen of your customers. It also can be offered on the lock screen of the mobile phone by the mobile wallet upon arriving at pre-defined places together with location-specific messages.
About Ladislav Poledna
Ladislav is a part-time blogger who inspires readers to “Become Digital” by publishing materials about digital marketing in his Prague Monitor column and aptly named blog. He has 27+ years of experience in different sales roles within multiple industries. In the last 2 years, he has been leading the introduction of new commercial lithium-ion batteries to the EMEA region with the world’s leading producer of engines for outdoor power equipment. And recently, he also co-founded a B-to-B software service company that makes mobile marketing affordable and easy to use. Ladislav’s philanthropic contribution consists of a long-term relationship with a charity focused on funding dreams for people with muscular dystrophy.
Mobile phones are long becoming the main “screen” in peoples’ lives. Mobile marketing is no longer an innovation but a part of important decisions. Read articles on mobile marketing to get inspired on how to connect with people where they spend a lot of their time. Ladislav started Become Digital in May 2019 and since then he has added over 80 articles.
Born in Europe in 2019 and available worldwide, Digikupon provides businesses with self-service tools that make mobile marketing affordable and easy to use. Digikupon helps businesses attract, serve, and retain customers by creating digital experiences for customers through mobile phones with our mobile wallet, proximity, and incentive solutions. Digikupon also easily links to and integrates with a wide range of software solutions allowing to programmatically automate and simplify the creating, updating, and deleting of custom branded digital content for mobile wallets.