It has been almost a year since Apple’s initial launch of Passbook and only a few retailers have leveraged the technology to further their mobile commerce initiatives. There is no doubt loyalty will be a big influencer in mobile payment growth. However, by not harnessing Passbook, retailers are missing a big opportunity.
When Apple’s Passbook first launched onto the mobile scene, it received mixed reactions from marketers and retailers. However, now is the time to take risks in mobile and marketers need to try out different forms of technology to see what works and what does not.
“For a long time, there was confusion around Passbook and its capabilities,” said Chris Mason, co-founder/CEO of Branding Brand, Pittsburgh, PA.
“For example, some retailers thought they had to first have an app,” he said. “There were also challenges around education – for retailers as well as customers....
“Passbook has the ability to create convenient experiences that bridge the gap between online and offline worlds,” he said.
“In addition to a focus on mobile wallets, there is also new attention on the larger ‘bag’ or ‘purse’ of customer information. Everyone likes to talk about responsive design, but the end of the day, it’s about responsive data. How can we collect and configure information in unique, contextually-relevant ways?”