Loyalty is the key driver for mobile wallet programs and will be a major determining factor as the market consolidates over the next few years, Danielle Brown, vice president of marketing for Points tells Mobile Marketing & Technology.
Points provides solutions for the management and monetization of loyalty currencies ranging from frequent flyer miles and hotel points to retailer and credit card rewards, for more than 45 partners worldwide. Points also manages Points.com, where almost 4 million consumers use the only industry sanctioned loyalty wallet to track all of their loyalty programs but also trade, exchange and redeem their miles and points.
Though mobile wallet providers and loyalty points providers tend to operate independently of one another, consumers see them as part of the same system, Brown explains.
Affinity with a bank or another brand alone won’t be enough to drive consumers to choose one mobile wallet over another, Brown says. The ability to earn loyalty points, which later can be exchanged for a product or discount or exchanged for points for another brand, will be the deciding factor in which mobile wallet(s) the consumer will prefer and use the most often.
In November, Points and Suretap partnered to add a loyalty section to Suretap’s wallet app, to enable users to store loyalty information from more than 100 global loyalty rewards programs, making it easier to earn and use loyalty rewards. The addition of the loyalty section provides participating loyalty programs with additional exposure to Suretap wallet users and provides current program members with new ways to earn and use their loyalty rewards.
Launched in the summer with support from Canada’s major wireless carriers, the Suretap wallet allows Android and Blackberry smartphone users to make mobile payment transactions at any retailer that accepts contactless payments, including credit, gift and pre-paid cards.