Mobile wallets pave the way for in-store footfall
A quarter of European shoppers would be more likely to use coupons in a store if they could store them on their mobile phone, showing that mobile wallets could be a way to help boost in-store footfall.
A study by Forrester predicts that the use of mobile wallets will double by 2020 and, in the next five years, will establish themselves as a new mixed marketing channel.
Mobile wallets enable retailers to connect with shoppers to influence purchases. John Lewis’ app encourages consumers to add their loyalty card to their mobile wallet. When shopping in-store, consumers then receive reminders to use their loyalty cards when they are near a John Lewis or are using in-store Wi-Fi. The study also finds that only 15 percent of European and US marketers use third-party platforms like Facebook Messenger or WhatsApp.
Mobile wallets provide an opportunity for marketers to reach interested and engaged consumers on mobile devices. Separate research in CJ Affiliate’s Cross-Device Intelligence Report, finds that the majority of sales driven by coupon and cashback offers complete within just twenty-four hours, especially on smartphones for use on device, on the web and in-store.