Email open rates are dropping. Social feeds are crowded. Even SMS is starting to feel like noise.

Marketers are asking the same question: how do we cut through and connect with customers in real-time?

The answer is already on their phones.

Apple Wallet and Google Wallet are no longer just places to store credit cards or boarding passes. They have become always-available engagement channels. From loyalty cards and coupons to event passes and membership programs, mobile wallet marketing gives brands a direct line to the lock screen, where engagement is higher, updates are trusted, and interactions feel seamless.

In this beginner’s guide, you’ll learn how to:

• Understand what mobile wallet marketing is and why it matters in 2025

• Explore how Apple Wallet and Google Wallet support campaigns that drive loyalty and ROI

• See real-world examples of wallet-based campaigns across retail, events, and hospitality

• Learn how platforms like Badge make it easy to launch wallet campaigns without heavy development work

What Is Mobile Wallet Marketing?

Mobile wallet marketing uses Apple Wallet, Google Wallet, and Samsung Wallet as direct-to-consumer channels. Instead of paper coupons or crowded emails, brands issue digital passes that customers save to their phones. These can be loyalty cards, coupons, gift cards, membership IDs, or event tickets.

What makes this channel superior is the dynamic nature of wallet passes; they update in real time. When a loyalty balance changes, a flight gate shifts, or a new promotion goes live, the digital wallet pass instantly refreshes and triggers a lock-screen notification. Customers see the current value or update right away, eliminating the need to search an inbox or visit a separate website.

For marketers, this channel provides three major advantages:

• Constant Brand Visibility: A persistent, branded presence residing directly on the customer’s device.

• Default Opt-In Notifications: Passes include notifications that are automatically trusted and highly visible.

• Direct-to-Lock Screen Delivery: A seamless way to deliver offers, rewards, and critical updates exactly when customers need them.

In short, mobile wallet marketing turns built-in wallet apps into always-on engagement channels. It gives brands a direct and highly visible way to connect with customers at the right time.

Why Mobile Wallet Marketing Matters for Brands in 2025?

Mobile wallets are no longer a niche convenience. They have become a daily habit for billions of people. And, a high-impact channel for brands that know how to use them.

• A massive global audience: More than 4.3 billion people used them in 2024, and adoption is on track to reach 5.8 billion by 2029. At the same time, they have become the world’s top payment method, driving 32% of in-store purchases and over half of all e-commerce transactions. With billions of users and wallets now central to daily spending, consumers expect brands to meet them inside the trusted platforms they already use.

• Shifts in consumer behavior: More than half of users now store loyalty cards, coupons, and event tickets alongside their credit cards, in their mobile wallets. And they do not just save them. Fifty-four percent have made a purchase because of a wallet offer, and nearly 60% use a saved loyalty card when checking out. What started as a payment tool has quickly become a decision-making channel that drives measurable conversions.

• Engagement traditional channels can’t match: Wallet notifications average a 22% click-through rate, far above email where opens often fall below 20% and clicks stay at 2% to 4% . Even SMS, despite its high open rates, drives only about 9% CTR. Wallet content reaches the lock screen, cuts through the noise, and gets acted on.

Top Use Cases for Mobile Wallet Marketing

Mobile wallet marketing is more than just a promotional strategy; it's a dedicated digital engagement channel. It supports loyalty programs, promotions, memberships, and event tickets directly inside the mobile wallet platforms customers already trust, like Apple Wallet and Google Wallet. The core benefit is convenience: instead of asking customers to download a new app, carry plastic cards, or search crowded email inboxes, brands deliver value directly to the phone's built-in wallet.

Here are four of the most effective ways marketers are putting wallet passes to work.

1. Loyalty Cards and Rewards Programs

One of the most popular uses of mobile wallets is digitizing loyalty cards or VIP membership cards. Instead of asking customers to carry a plastic card or download yet another app, brands can issue a loyalty pass that sits inside Apple Wallet or Google Wallet. The pass displays account details like points, tier, and rewards, and updates automatically after each purchase.

Why it’s powerful: The loyalty pass is always on the customer’s phone, so there are no “I forgot my card” moments. Brands can also send push notifications for rewards or reminders. For example, a retailer can update the pass with “Double Points Today” and instantly notify members through the wallet; something email can rarely match.

Example: Carrefour, a global retailer, digitized its loyalty program with mobile wallet passes. Results were impressive: new members who used the mobile wallet card spent 24% more per transaction on average than others. Additionally, 19% of transactions came from first-time loyalty sign-ups once the wallet option launched. Campaigns that once took weeks to roll out were deployed in minutes. By keeping the loyalty card front and center, Carrefour boosted both engagement and average order value.

2. Coupon and Offer Distribution

Coupons and discounts are another natural fit for retail and B2C companies. This eliminates the need for mailing paper coupons or fighting for attention in crowded inboxes. Brands simply issue a digital pass that customers save to their mobile wallet. The built-in platform then works automatically, delivering timely notifications that nudge the customer when the offer is nearby or about to expire.

Why it’s powerful: Wallet-based offers are convenient, visible, and easy to redeem. Customers can scan the coupon at checkout with one tap, and geo-location features can trigger reminders when they are near a store. For instance, a restaurant could distribute a “10% Off Lunch” pass that automatically pings customers walking by a location with a lock-screen reminder.

Example: Imagine a quick-service restaurant offering a wallet coupon for a free side with any meal purchase. Customers add the coupon to Apple Wallet or Google Wallet from an email or QR code in-store. Later that week, when they walk near a restaurant branch, their phone triggers a lock-screen reminder: “Hungry? Redeem your free side today.” At checkout, the customer simply scans their phone. The experience is seamless, timely, and far more engaging than digging through an inbox or remembering a printed coupon.

3. Membership Cards and Digital ID Passes

Mobile wallets are ideal for managing membership programs across diverse organizations, from universities and gyms to associations and fan clubs. They seamlessly replace physical cards, enhancing any scenario where a member needs to present a digital ID or proof of affiliation directly from their phone.

Why it’s powerful: A membership card stored in Apple Wallet or Google Wallet strengthens the customer connection point. It is always accessible, can update dynamically with perks or status, and can even be revoked or replaced instantly if needed. From the member’s perspective, it is secure, convenient, and impossible to lose.

Example: Imagine a fitness chain that replaces plastic cards with wallet passes. Members use the pass to enter the gym, while the card automatically updates with class schedules, reward milestones, or seasonal promotions. The gym can send lock-screen reminders like “Yoga starts in 30 minutes” or “Bring a friend for free this week.” The result is a membership experience that feels more personal, more dynamic, and more engaging than a static plastic card.

4. Event Tickets and Passes

Events are a natural fit for mobile wallets. Organizers of concerts, conferences, and sports can bypass the hassle of mailing physical tickets or requiring attendees to download an extra app. Attendees receive a digital pass that is instantly saved to their phone, used for seamless scanning at entry, and kept current with real-time updates throughout the event.

Why it’s powerful: Wallet passes simplify check-in and reduce printing costs while opening a direct channel for real-time engagement. Event organizers can push schedule changes, special announcements, or post-event thank-you’s straight to the attendee’s lock screen.

Example: Jampack, an event platform, used Badge to issue 60,000 mobile wallet passes in 30 days across multi-venue events. If a venue or time changed last minute, Jampack pushed an update directly to attendees’ wallets; no emails or outdated paper tickets required. Organizers also sent on-site perks, merchandise offers, and reminders through the passes, creating a seamless experience for both attendees and event teams.

Key Benefits of Mobile Wallet Marketing for Customer Engagement

Why are so many brands launching a mobile wallet marketing campaign? Mobile wallet marketing is successful because it delivers superior customer convenience while giving marketers a level of control and visibility that traditional channels cannot match.

• Unmatched engagement and visibility: Every update sent to a wallet pass appears directly on the lock screen. Unlike emails that get lost in crowded inboxes or app notifications that can be ignored, wallet notifications are immediate and hard to miss. If a customer has saved your pass, your brand has a direct line to their attention.

• Always-on presence: A wallet pass is a constant reminder of your brand. It lives in the same place as payment cards and tickets, so customers see it often without extra effort. At the same time, it feels respectful because the customer chooses to save it and can remove it whenever they want. That balance creates trust and ensures you are reaching people who are genuinely interested.

• Real-time and contextual updates: Wallet passes are dynamic. You can refresh them instantly with new offers, event details, or updated loyalty balances. You can also time or trigger notifications based on location. This ability to deliver the right message at the right moment makes engagement feel natural and relevant.

• Frictionless customer experience: Saving a pass takes only a tap. There is no app to download, no login to remember, and nothing extra to carry. Using the pass is just as simple, whether it’s scanning at checkout or presenting it at an event. That ease encourages more participation and removes the friction that often keeps customers from following through.

• Cost-effective and efficient campaigns: Wallet campaigns are quick to create, easy to distribute, and simple to update. Marketers can design a pass once and refresh it for thousands of users instantly. There is no need for printing, shipping, or heavy development. The result is faster execution and lower costs compared to many traditional marketing tactics.

• Integration and actionable insights: Wallet passes can connect directly to your CRM or automation tools. A new member can automatically receive a digital loyalty card, or an event registrant can get a ticket immediately after signing up. Built-in analytics then show how people are engaging with passes, which makes it easy to adjust campaigns and improve results over time.

Mobile Wallet Marketing vs. Email, SMS, and Social Media

To understand the impact of mobile wallet marketing, it helps to see how it stacks up against more familiar channels like email, SMS, and social media. Each channel has its strengths, but mobile wallet channels bring together qualities that others struggle to deliver.

Mobile wallets provide a direct, reliable, and dynamic presence that other channels cannot match. Every pass saved becomes an ongoing engagement point rather than a one-off interaction.

At the same time, mobile wallet marketing complements traditional channels. Email and SMS can distribute the initial “Add to Wallet” link, while the wallet itself becomes the hub for ongoing engagement. Together, they create a multi-channel strategy that covers both reach and reliability.

How to Launch Your First Mobile Wallet Marketing Campaign

Getting started with mobile wallet marketing campaign is simpler than most teams expect. With today’s platforms and tools, you can launch a campaign quickly without heavy development work.

Here’s a step-by-step approach to guide your first rollout:

1. Identify the right use case

Start by defining a clear goal. If your focus is increasing loyalty, launch a digital card that automatically tracks points and rewards. If you need to drive short-term sales, issue a time-sensitive coupon. For events, create mobile tickets that also function as communication channels.

To ensure success, begin with a small pilot program to learn what works best for your audience before you scale.

2. Choose your platform

While enterprise teams may connect directly with the Apple Wallet and Google Wallet APIs, most marketers benefit greatly from a dedicated mobile wallet marketing platform.

Tools such as Badge allow you to easily design, distribute, and manage passes without needing technical coding expertise. When selecting a platform, prioritize ease of use, robust CRM integration, and strong analytics capabilities.

3. Design the pass

The mobile wallet design must be clear, branded, and useful. Use your logo and brand colors alongside a short, descriptive title like "Acme Loyalty Card" or "Spring Sale Coupon."

Prioritize essential information on the front, such as the customer’s points balance, the offer details, or the crucial event date. Finally, utilize the back of the pass for important utility information, including terms, support contact details, or links to your main site.

4. Plan distribution

Decide on the distribution channels that will maximize adoption. Common methods include "Add to Wallet" links embedded in SMS or email campaigns, or by using QR codes at the point of sale.

Aim for a frictionless, one-tap process. Crucially, verify that the process works seamlessly across both iOS and Android devices, and train your staff to efficiently guide customers on adding and using the digital passes.

5. Set up notifications

One of the biggest advantages is real-time updates. Plan ahead by deciding exactly what you'll send: will it be reminders for upcoming events, alerts on a customer's points balance, or new seasonal promotions?

Use time-based or location-based triggers to ensure every message is timely and relevant. Always test your notifications first, prioritizing the value you deliver over the frequency of your alerts.

6. Launch and promote

Introduce your new pass through your existing customer channels. Announce it across social media, add a prominent website banner, or have your staff mention it during the checkout process.

To drive quick adoption, consider offering an incentive, such as bonus points or a small discount simply for adding the pass. Always highlight the convenience: customers get quick access to rewards and offers without needing extra programs or digital clutter.

7. Track and improve

Once your campaign is live, monitor key metrics. How many customers saved the pass? How many are still active? Which notifications earned the most engagement? Use these insights to refine your strategy. Over time, you can expand into more complex use cases, such as adding membership programs or issuing event tickets at scale.

Starting with mobile wallet marketing is less about complex technology and more about nailing the right use case, having a solid distribution plan, and choosing an effective platform. When you partner with a specialized tool, you gain the foundation needed to launch a campaign in just days.

Platforms like Badge provide the simplicity and support to quickly build and iterate as you learn what drives maximum customer engagement.

Why Choose Badge for Mobile Wallet Marketing

When it comes to launching mobile wallet marketing, you need more than a technical workaround. You need a platform built for marketers.

That’s exactly what Badge delivers: a purpose-built solution for Apple Wallet and Google Wallet campaigns that makes it fast and simple to create, distribute, and manage digital wallet passes at scale.

• No-code creation, designed for marketers: With Badge, you do not need extensive developer resources to launch. The no-code interface lets marketers design branded passes such as loyalty cards, offers, gift cards, event tickets, or membership IDs in just a few clicks. Every element can be customized to match your brand, from logo and colors to images and fields. What once required weeks of technical setup now takes minutes.

• Default engagement built in: Every pass created with Badge comes with automatic push notifications enabled by default. The moment you update a pass, whether it is a new offer, a changed expiration date, or refreshed loyalty points,, customers receive a lock-screen notification instantly. There is no extra setup and no risk of being buried in spam folders or algorithms. Your passes become a direct, always-on engagement channel.

• Dynamic, real-time updates: Wallet passes created in Badge are living assets. Update a loyalty balance, adjust a promotion, or change event details, and the content refreshes in real time on every customer’s phone. Geo-triggered notifications make it easy to reach customers when it matters most, such as sending a “20% off lunch” alert the moment someone walks near your restaurant.

• Seamless integrations: Badge fits into your existing marketing stack. APIs and SDK integrations allow you to connect wallet passes to your CRM, e-commerce system, or apps. Carrefour’s mobile wallet loyalty program, for example, was powered by Badge’s API. The result was higher spend per transaction, new member growth, and a program launched in days instead of months.

• Event-ready and scalable: Platforms like Jampack have replaced static PDF tickets with dynamic wallet passes using Badge. Tens of thousands of attendees received passes that could be updated on the fly, with real-time alerts sent directly to their lock screens. Event teams saved time and ensured a smoother experience for attendees without building a custom app.

Badge was built to take the complexity out of mobile wallet marketing. Instead of worrying about Apple and Google Wallet file formats or developer requirements, marketers get an intuitive dashboard, real-time analytics, and advanced features like personalization and segmentation. The result is faster campaigns, better engagement, and measurable ROI.

Conclusion

Mobile wallet marketing is no longer optional. It gives brands a direct, trusted line to the lock screen where customers actually pay attention. From loyalty cards to coupons, tickets, and memberships, wallet passes deliver value in ways that email and social cannot match.

The key is keeping it simple, relevant, and timely. Start small, learn quickly, and scale as you go.

Ready to bring mobile wallet marketing into your strategy?

👉 Talk to us at Badge. We’ll help you launch wallet campaigns that drive engagement, loyalty, and measurable ROI, without the complexity.

Frequently Asked Questions (FAQs)

What is mobile wallet marketing?

Mobile wallet marketing is the use of Apple Wallet, Google Wallet, or Samsung Wallet to deliver digital passes such as loyalty cards, coupons, tickets, or membership IDs. Instead of relying on emails or apps, brands use wallet passes to send real-time updates and lock-screen notifications directly to a customer’s phone.

How do brands use Apple Wallet and Google Wallet for marketing?

Brands create digital passes that customers can save to Apple Wallet or Google Wallet. These passes can update in real time with new offers, loyalty points, event details, or membership perks. Every update triggers a lock-screen notification, giving marketers a direct way to reach customers without competing with crowded inboxes or social feeds.

Why is mobile wallet marketing effective in 2025?

Consumers are saving more than just payment cards in their wallets—they’re adding loyalty cards, coupons, tickets, and memberships. Engagement is also significantly higher compared to email or SMS because wallet notifications appear on the lock screen and are enabled by default. This makes wallets one of the most reliable and visible marketing channels today.

What are the main use cases for mobile wallet marketing?

Common use cases include:

• Loyalty programs: Digital loyalty cards that update with points and rewards.

• Promotions and coupons: Offers that send reminders when customers are near a store.

• Membership programs: Digital IDs that reflect member status, perks, and updates.

• Event passes: Tickets that update with schedules, venue changes, or on-site promotions.

How does mobile wallet marketing compare to email and SMS?

Email and SMS still have value, but both face challenges with spam filters, crowded inboxes, and message fatigue. Mobile wallets cut through by delivering updates directly to the lock screen in a trusted format. Many brands use email or SMS to share the initial “Add to Wallet” link, then shift engagement to the wallet for ongoing communication.

Do customers need to download an app to use wallet passes?

No. Customers only need Apple Wallet or Google Wallet, which come pre-installed on most smartphones. Adding a pass is as simple as tapping a link in an email, SMS, or scanning a QR code. Once saved, the pass can be updated and managed without requiring any extra apps.

What makes Badge different from other mobile wallet platforms?

Badge is built specifically for marketers. It offers:

• A no-code interface to design branded passes quickly.

• Automatic push notifications that engage every user by default.

• Real-time updates for offers, loyalty balances, and event details.

• Geo-triggered messaging to reach customers at the right time and place.

• Seamless integrations with CRMs, e-commerce, and apps.

• Analytics and personalization features to optimize campaigns.

How can I get started with mobile wallet marketing using Badge?

The fastest way is to identify one use case, such as a loyalty card or limited-time coupon, and launch it as a pilot. With Badge, you can design, distribute, and track passes without coding. Once live, you can monitor engagement, refine your approach, and expand to additional use cases like events or memberships.