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Case Study On Apple Pay : A New Digital Marketing Tool

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Apple LOGO About APPLE

Apple Inc. is an US Based multinational technology company headquartered in Cupertino, that designs, develops, and sells consumer electronics, softwares. Its hardware products include the iPhone , the iPad, the Mac , the iPod , and the Apple Watch smartwatch.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers.Later It was incorporated as Apple Computer, Inc. and was renamed as Apple Inc., to reflect its shifted focus toward consumer electronics.

APPLE’S Business Objective

Launched Last summer, Apple Pay has been an advanced step in replacing the traditional wallet. And not only will it have consumer benefits, and is a big plus for the retail sector but this new technology is also bringing a fresh tool for digital marketers to play with.

Apple Pay and customer data

It has been announced by Apple that it won’t be collecting any data itself through the new technology – even though this offers immense knowledge of the  customers’ spending habits and could have been extremely useful for digital marketing purposes. The data will be shared between the customer, merchant, and bank.

So this will help digital marketers  to build a profile of their customer based on data about their purchasing habits.

APPLE PAY

“Apple Pay is a mobile payment and digital wallet service by Apple Inc. that lets users make payments using the iPhone 6, 6 Plus, and later, Apple Watch-compatible devices (iPhone 5 and later models), iPad Air 2, iPad Pro and iPad Mini 3 and later. Apple Pay does not require Apple Pay-specific contactless payment terminals, and can work with existing contactless terminals.

A new digital marketing tool

Collecting customer data is one element that digital marketers will obviously find incredibly useful, but there are other things that Apple Pay helps to do , especially in terms of new ways of reaching consumers with marketing messages:
Building loyal relationships

Those using Apple Pay are much more likely to be open to e-receipts  which is an ideal way for digital marketers to engage with customers after the foremost interaction or purchase, as the space on the receipt can be used for promotional purpose. Here brands can display their offers, and push social media channels, amongst other things, to consumers that are already engaged with them.

The mobile wallet

The ‘Passbook’ app (Wallet), where Apple Pay will be available to customers, helps users to store all of their credit and debit card details, keeping their methods of payment in one place. And with consumers constantly having their phones with them and this can  be good news for brands who are trying to reach them probably as easy as  a clickable ‘Add to Passbook’ button in marketing campaigns .

Plus, the app will even give brands the chance to build  relationships with the consumers. Customers will no longer need to carry their multiple loyalty cards, and points and rewards will be available to them on their device itself , rather than collecting receipts for the same.

The in-app purchasing process development

For apps that have adopted Apple Pay feature, iOS developers have already started witnessing  that the checkout rates are more than double. Apple has created a much smoother and simpler in-app buying process and consumers can now authenticate payments just with the touch of their finger with the new technology of TOUCH ID. Not only does this improves the user experience on mobile, but it plays a key role in deciding which app needs to be downloaded for time saving functionality. Once downloaded, the app provides another channel through which digital marketers can reach consumers with their messages.

Apple Pay is a big step for the contactless payment industry, and as other brands are in the race to create their competitor technologies, the future of the industry is looking bright.
As these new technologies are developed, they will provide more ways for digital marketers to reach their target audiences, and it’s therefore important that brands adopt them as soon as possible to keep up with the evolving landscape of digital marketing.

Results Achieved by “APPLE”

From Twitter :
Click Here to see Twitter Responses Regarding Apple Pay .
Learnings
Apple Pay Is a Game Changer for Digital Marketers.

Secure, simple, and even more useful

Paying in stores have become much easier and safer because of technology. Gone are the days when we used to search for wallets and wasted moments finding the right card. Now we  can simply do so by our credit cards, store credit cards, and rewards cards with just a touch.

Apple Pay is very simple to use and works with the cards we already have on the devices we use every day. And because our card details are never shared when we use Apple Pay — in fact, they aren’t stored on your device at all — using Apple Pay on our apple mobile devices is the safer and more private way to pay.

IMAGE CREDITS : Apple

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