Alongside the iPhone 6, iPhone 6 Plus and Apple Watch launch on the morning of September 9th, Apple also devoted significant time to unveiling ApplePay, a technology that replaces wallets and credit cards with phones. The main marketing tactic of Apple is to promote the convenience of the function: ApplePay makes payments with a single touch. This technology is another breakthrough in contact-free payment technology, which comes in accompaniment with the iBeacon service, which triggers personalized mobile notifications when you walk into a store.

Here are three ways that ApplePay and iBeacon effect marketing:

Contextualized Mobile Content

iBeacon uses an indoor proximity system that is low-powered and low-cost. iOS 7 Apple devices can sense an iBeacon when it is in close proximity with it, so that the smartphone’s software can pinpoint its own location in a store. Marketers can create functions where phones show notifications of items nearby that are on sale. iBeacon uses Bluetooth to determine the phone’s physical location and to trigger notifications. This contextualized mobile content could boost sales and customer retention rate. The shopping experience becomes much more integrated with the shopper’s technology. 

 

 

Convenience

With Apple’s Touch ID technology, paying in stores happens in only one motion: the innovative Near Field Communication antenna in iPhone 6 sends payment information without the need to open an app or even wake the phone’s display. The user simply holds the iPhone near the contact-free reader with his/her finger on Touch ID. A vibration and beep let the user know the payment has been made. This express checkout format would definitely enhance sales and provide creative mediums, for not only physical stores to offer shopping touch points, but mobile apps could also enjoy more in-app purchases with this technology.

Personalization

Customers are certainly going to embrace mobile technologies such as ApplePay and iBeacon simply because it provides greater personalization. iBeacon notifies users of location-relevant content, promotions and offers. Currently major stores such as Apple and Disney are already using upgraded versions of iBeacon sensors and NFC readers. Customers are provided with relevant sales information to their iPhones and iPads while in store. Instant gratification is encouraged via time sensitive offers from brands. Marketers are capable of building knowledge on individual wants and needs. Marketing communication becomes more relevant and valuable because the content is interactive and reciprocal. As a result, more purchases are made, retention rate is higher, and brand recommendations increase.

Point Taken:

Using ApplePay and iBeacon technology, marketers can offer personalized, contextualized offers that could be conveniently purchased with just one touch.

Want a demo on creative mobile apps that utilize the latest technology? Contact our Chief Experience Designer at pyan@genesisxd.com or call 416-595-9823.

GenesisXD, an Experience Design firm, helps our clients stay ahead of the curve with interactive mobile apps for marketing communications.

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