Push Notification
A message sent directly to a customer's device that appears on their lock screen, even when no app is open.
Push notifications are messages that appear on a customer's phone screen without requiring them to open any app. For loyalty card programmes, push notifications serve several purposes: alerting customers about new rewards, reminding them of their stamp progress, notifying them of special offers, and geo-triggered reminders when they are near the business.
The power of push notifications through Apple Wallet and Google Pay lies in their native integration. Unlike app-based push notifications — which require the customer to have downloaded your app and enabled notifications — wallet card notifications come through the operating system itself. They appear alongside text messages and calendar alerts, which means they actually get seen.
Open rates for wallet card push notifications significantly exceed email (which averages 20-25% open rates) and SMS (which faces increasing spam filtering). Because customers voluntarily added the loyalty card, notifications feel relevant rather than intrusive.
Related terms
Geofencing
A location-based technology that triggers an action when a customer's device enters or exits a defined geographic area.
Apple Wallet Pass
A digital pass stored in Apple's built-in Wallet app, used for loyalty cards, boarding passes, event tickets, and coupons.
Digital Loyalty Card
A loyalty card that lives in a customer's Apple Wallet or Google Pay instead of their physical wallet.