- Even though mobile wallet adoption rate is fairly slow, retail marketers should be taking advantage of opportunities according to a recent eMarketer report.
- More traditional retail tactics that easily transfer to mobile wallet users include loyalty programs, coupons and other offers.
- An advantage that mobile wallets add to those tactics is real-time feedback and insights.
A new eMarketer report suggests that even though mobile wallet usage isn’t completely widespread marketers, and particularly retail marketers, should be taking advantage of opportunities available through that tech. The report found that many traditional retail marketing tactics, including coupons, special offers and loyalty program, are easily transferred to mobile payments. And these tactics taken to the digital world even offer the advantage of providing marketers with real-time feedback that can be immediately put to use to optimize campaign performance or help meet objectives.
Alistair Goodman, CEO of Placecast, made the case that offers made through mobile wallets could be more relevant and targeted to consumers ready to make a purchase by using both historical data and real-time location information to create highly-personalized messages.
Julie Bernard, CMO of Verve Mobile, told eMarketer, “While it may not be terribly exciting from an advertising industry perspective, it remains enormously relevant from a consumer point of view. Delivering those coupons and offers to the consumer in a manner that makes life easy for them is a hugely advantageous opportunity for advertisers and marketers.”