In an effort to create a more personalized customer loyalty experience, SAP Emarsys, a globally recognized end-to-end customer engagement platform, has introduced Mobile Wallet to its suite of services.
The cost of living crisis has made it crucial for brands to remain competitive and keep up with customer expectations. According to recent SAP Emarsys research, three out of five customers pledge their loyalty to brands that offer regular rewards, incentives and discounts. In addition, 80% of customers who previously left a brand due to cost considerations will return once their financial situation improves, provided brands maintain effective communication. This, coupled with the demand for personalized marketing communications from 76% of global consumers, underscores the need for brands to deeply understand their customers.
Thus, Mobile Wallet plays an essential role in creating a strong connection with active and inactive customers. It offers personalized incentives based on customers’ interests, reminding them of the brand every time they use it. The new functionality, announced during the company’s Power To The Marketer 2023 Festival, also offers marketers the ability to use Google and Apple Wallets to distribute personalized coupons, loyalty cards and coupons, thereby increasing their interaction with customers and stimulate brand loyalty.
A powerful tool to stay ahead of customer expectations
As brands increasingly grapple with the dynamic and ever-evolving landscape of shopping channels, SAP Emarsys Mobile Portfolio has emerged as a steady ally. This innovative tool addresses an important pain point: the issue of customer experience. According to research, 41% of consumers can be turned away from a brand due to a poor experience. For those who appreciate a clean, uncluttered phone interface and are reticent to download a bunch of brand-specific apps, Mobile Wallet offers an attractive alternative.
The pervasive presence of mobile technology in the modern consumer’s life means they are constantly engaging with their devices. This constant interaction creates an opportunity for brands to communicate more effectively and personally with their customers.
Additionally, Mobile Wallet’s integration with popular payment platforms such as Google Wallet and Apple Wallet opens up an exciting new frontier for merchants. This strategic alliance puts personalized incentives front and center at the point of sale, providing an opportunity for brands to interact directly with customers during the purchase process.
This close engagement also enables brands to gain a deeper understanding of their customers. With each transaction, marketers can gather valuable insights about customer preferences, behaviors and purchasing patterns, thereby improving their personalization strategies.
Kelsey Jones, Global Head of Product Marketing at SAP Emarsys, stated:
“Our new Mobile Wallet functionality allows merchants to enhance their brand promise, giving them more ways to deliver the personalized and seamless experiences their customers expect.”
Enhanced capabilities of SAP Emarsys Mobile Wallet
The Mobile Portfolio further enhances SAP Emarsys’ suite of mobile capabilities, which include Mobile In-App and Push to deliver personalized, targeted push notifications and in-app offers; Mobile Inbox to connect customers with content beyond transactions; SMS to enable personalized, contextually relevant text campaigns powered by automation; and Mobile Reporting to track revenue impact with performance reporting and pre-built attribution to understand what really drives growth, both online and in person.
The SAP Emarsys Mobile portfolio offers convenience and easy implementation for merchants, ensuring an optimized shopping experience for customers. SAP Emarsys client City Beach, a popular surf and streetwear store, has successfully adopted the Mobile Wallet strategy. James Neill, Customer Lifecycle Manager at City Beach, said:
“Mobile Wallet opens up our reach to different age groups, unlocking a whole new set of use cases to better connect our digital and in-store experiences. Embedding a digitized wallet has extended customer loyalty by personalizing products and shopping experiences across generations.