Urban Airship has announced on October 26 the launch of an Adaptive Pass Management for Urban Airship Reach, which “allows marketers to create mobile wallet passes individualized to each customer and orchestrate automated, in-the-moment pass content updates and lockscreen notifications.”

The company explained that this year the average retailer will see the majority of online traffic come from mobile devices, and more than half of in-store spend will be influenced by digital, making it a crucial time for businesses to move beyond static plastic and paper-based loyalty cards and coupons and mobilize them for ongoing customer engagement. Its new tool is aimed at speeding the transition.

At the heart of Adaptive Pass Management is an innovative technology called Adaptive Link™, which allows marketers to easily and automatically create and deliver mobile wallet passes with important personalization details like the customer’s name, location, OS, member ID, loyalty status/points or product affinities. By eliminating the need for marketers to work with developers to setup API integrations for pass personalization, marketers can more quickly launch large-scale mobile wallet marketing campaigns that are personalized, which nearly 80 percent of millennials and almost three-quarters of households with higher incomes are more likely to add to their phones. In addition, Adaptive Link helps more marketers take advantage of built-in functionality like expiration reminders and proximity alerts by automatically adding the 10 nearest stores or locations to each individual customer’s pass.

“Urban Airship’s mobile wallet marketing solution makes it easy for merchants to maximize the benefits of Android Pay,” said Spencer Spinnell, Director, Business Development, Google. “With simplified personalization and engagement, brands can get closer to their customers at the right time and place.”

Adaptive Pass Management for Urban Airship Reach includes:

  • Adaptive Link: user-level personalization through a simple query link
  • Customer Segmentation: target wallet content and notifications based on a customer’s latest context
  • Dynamic Updates: for ongoing mobile wallet pass updates on the same downloaded pass
  • Enterprise-Class APIs: trigger notifications and pass updates from server-side events like a purchase or gate change
  • Automation: send in-the-moment contextual pass updates and notifications using customers’ latest activity

“For the first time, marketers can simply and easily create a personalized, persistent mobile experience on customers’ phones without an app,” said Brett Caine, CEO and president, Urban Airship. “Mobile wallets not only replace legacy plastic and paper loyalty cards and coupons, they offer a highly visible communications channel and sustained engagement with your most loyal customers.”

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