Geofence triggers: the best-kept secret of the wallet pass

We’ve already been raving about why wallet passes will soon take over ticketing, loyalty and membership. But what we haven’t shouted about enough is their little-known geo-fence feature: location-based alerts which can take customer convenience to another level.

What are geofence triggers and how do they work with a wallet pass?

A geofence is a virtual boundary around a specific geographic location, defined by GPS or RFID technology. When someone (or rather their phone or watch) enters or exits a predefined area, an action is triggered on their device. For Apple and Google Wallet passes, this trick is often used to display notifications or make the pass appear on the lock screen based on the user’s proximity to a relevant location.

For example, an airline boarding pass might automatically pop up once you have arrived at the airport gate, or a loyalty pass can show up when you arrive the local coffee shop.

How geofence triggers improve user experience

Better convenience

No more searching through email attachments for a ticket, or even shuffling thorough passes in your mobile wallet, the pass or ticket appears automatically on a person’s lock screen as soon as they’re in the relevant area.

Relevant and timely offers

Users can receive timely reminders or updates tied to a location through phone notifications. An offer or coupon might surface when approaching a store, ensuring users never miss an opportunity to save or engage with a brand.

Business benefits of geofence wallet pass triggers

Personalised engagement

What is a better time to send your customer an offer then when they’re on your premises or nearby? It can help to drive spontaneous purchases and increase brand engagement.

Improved customer retention

A geofence-triggered loyalty pass can prompt users to use their rewards or points when they’re physically close to a store, increasing the likelihood of a purchase.

Automated communications

Event organisers and travel companies can automate reminders and updates, reducing customer support enquiries. A train ticket, for instance, can automatically activate upon entering a station, helping reduce bottlenecks.

Privacy and efficiency still remains key

While geofence technology is incredibly useful, both Apple and Google have rightly prioritised user privacy. Location data for geofence triggers is processed on the device and never shared with third parties, ensuring more privacy for the user. Users also have full control over which passes can use geofence triggers which helps to build trust with a brand.

The increasing popularity of geofence triggers

As businesses continue to explore their potential, the use of geofence triggers will become more widespread.

From retail to public transit, the applications of geo-location wallet passes are exciting and innovative. As more companies adopt this technology, users can expect an increasingly seamless and convenient experience from their Apple and Google Wallet passes.

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