6 min read
How to get your loyalty program into more digital wallets
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Your customers already carry their whole lives on their phones. Boarding passes, concert tickets, payment cards. The question is whether your loyalty program is in there too.
Nearly a third of US shoppers now use a mobile wallet in store every week. Loyalty that fits into how customers already shop is quickly becoming the expectation. A digital pass keeps your program one tap away, and puts your brand on the screen they check most.
How digital passes keep customers engaged
A digital pass puts your loyalty card in your customers' Apple Wallet or Google Wallet. No app to download, no login and no searching for a link. It is the most convenient way for customers to take part in your program. And with push notifications in beta, you stay visible between visits, nudging them toward the next.
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Easy to use
One quick scan adds them to the sale, their points and status update as they shop, and checkout moves faster. - Always on them
Keys, phone, loyalty card. Wherever they go, you go too. - Instant updates (Beta)
Push notifications when they earn points or move up a tier keep members engaged between visits. - Drive foot traffic (Beta)
Proximity notifications let members know when they're nearby, bringing them in store.
Digital passes and the push notifications beta are available on the Customer Portal. Learn more.
Timing is everything: when to ask
The best time to ask is when they're already thinking about you and you're program is top of mind. Here's when, and where:
| When to ask | Where to ask |
| They're learning about your program | Your loyalty or rewards page |
| They've just joined | Welcome email |
| They've just bought in store | At the counter, on the receipt, in your post-purchase email |
| They've just earned points or moved up a tier | Points and VIP tier emails |
| They're waiting | In line, in fitting rooms, at the table |
Four tactics to get your pass into more wallets
1. Run an awareness campaign
Many of your members joined before your digital pass existed, or simply haven't noticed it yet. An email to your existing members is the fastest way to change that.
Keep it short. Let them know they can now add your loyalty program to their phone, show them what the pass looks like and include a clear button to add it. Send it ahead of your busy season, so members have it ready when they shop.
2. Add a pass block to your welcome and post-purchase emails
These are the emails customers are most likely to open, and they land right when your program is front of mind: just after they join, and just after they earn points.
Add a digital pass block under their welcome points or points balance, with Apple Wallet and Google Wallet buttons linked to your customer portal. Set it up once, and every new member and every purchase gets the reminder automatically.
3. Feature it on your loyalty page
Your loyalty or rewards page is where customers decide whether to join, so it's the perfect place to show how easy taking part can be.
Add a short section about your digital pass. It's quick to add, easy to scan in store and the simplest way for customers to check their points and status.
4. Let your signage do the asking
Customers waiting in line or trying something on have a moment to spare. A sign at the register, in fitting rooms or on tables catches them while they wait. Signage can do two jobs:
1. Promote your digital pass to existing members.
Remind them they can add your loyalty program to their phone for a quicker checkout next time, with their points and status always on hand.
2. Turn new sign-ups into pass holders.
If your sign invites customers to join, make adding the pass part of the next step. New members leave with your program already on their phone.
Why your team is your best channel
Your team is the face of your loyalty program. They're the ones who invite customers to join, recognize your regulars and make every visit feel personal. That makes them your best channel for getting your pass into wallets too.
A personal ask often makes the difference. A quick question at checkout, paired with a clear reason why, gives customers a reason to add it on the spot.
And it makes their job easier. One scan attaches the customer to the sale, with no searching by name or email. That means a faster checkout and a better experience for your customers.
| The moment | What to say |
| When they've just joined | "You're all set! Want to add our loyalty card to your digital wallet for next time?" |
| When you've had to look them up | "Next time, if you add us to your digital wallet, I can just scan it. Want to do that now?" |
| If they ask why | "It's quicker at checkout, and you can check your points and status anytime." |
| If they ask, "Is it an app?" | "No app needed. It just sits in your digital wallet, like a boarding pass." |
| If they're in a hurry | "No worries, you'll find the link in our emails whenever you're ready." |
Make the most of busy seasons
Peak periods like Black Friday and Cyber Monday bring a wave of new sign-ups, making them the ideal time to focus on your digital pass. Every new member who adds it before they leave is easier to welcome back once the sale ends.
Land on their lock screen (beta)
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Every pass in a wallet is a direct line to your customer, with no inbox to compete with.
Notifications trigger automatically when members earn points, move up a tier or are close to your store.
Want in? Contact our support team to request early access.
The bottom line
Loyal customers spend up to 10 times more over their lifetime. Every loyalty card in a wallet keeps your program with a customer long after the sale. Start with three:
- A pass block in your welcome email
- A QR code sign where customers wait
- One easy question from your team at checkout
Resources: PYMNTS Intelligence (weekly in-store mobile wallet use, survey of 3,339 US consumers, 2025), Customers That Stick (up to 10 times more lifetime spend).
Marsello is a customer loyalty and marketing platform built for retail and hospitality businesses. Connect your POS, build a loyalty program, and start turning one-time shoppers into regulars.
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Published Nov 9, 2026 1:39:29 AM