Discount With Apple’s New Passbook
Apple’s Passbook has only been out for a few month, but so far retailers at least are embracing it. The app, which lets users store and retrieve coupons and loyalty cards from their favorite brands, was released as part of a software update (iOS 6) for Apple’s mobile and tablet devices.
On September 20, Target populated Passbook with 10 offers […]. Customers can browse offers and redeem them at checkout using a scannable bar code store in Passbook. They can also automatically subscribe to new offers as they become available, and opt to receive reminders about offers they’ve saved when they’re near or entering a Target - so they won’t, for instance, forget to stop by the beauty aisle.
Meanwhile, GAP launched a special round of offers just for Passbook users in Japan. Customers who stopped by GAP were able to redeem an assortment of swag - think coffee mugs, totes, etc. - by showing a Passbook code to a store associate.
Rachel Tipograph, global director of digital and social media at GAP, said the offer was only promoted using social media, including Twitter, Mixi and Tumblr. She said that redemption rates were “really, really high” on the first day, and that those cashing in on the offer were also buying merchandise while in store. “We don’t have enough data yet, but I have a hunch these are not the people usually walking into a Gap store,” she added. […]
In addition to the two retailers, AmEx launched a Passbook integration as well. Instead of offering the ability to pay using the card, AmEx’s Passbook integration gives details on recent transactions.
Beyond Target and GAP, brands and retailers including American Airlines, United Airlines, Walgreens, Sephora and Fandango have integrated their loyalty rewards programs through Passbook. Adoption rates appear to be strong: Approximately 17,000 holders of Sephora’s “Beauty Insider” loyalty card added it to their Passbooks in the first 24 hours of iOS 6’s availability, according to Branding Brand, which built Sephora’s mobile app. The beauty retailer sent an e-mail blast prompting users to add their cards to Passbook on launch day.