One of the new additions to iOS 9 that Apple showed off on stage during the WWDC 2015 keynote was Wallet, a rebranded and refocused Passbook app.
With Wallet, Apple aims to rebrand the Passbook app to better reflect its purpose: To hold a ton of digital cards, including the credit/debit cards associated with Apple Pay, and even the newly-supported rewards cards that will be offered by a variety of retailers. Now, according to a report, those rewards cards will come with something else: Offers.
As surfaced by 9to5Mac, Apple will let marketers reach out to loyal customers through focused iAds released via the Wallet app, and prompted either by location, or through previous purchases, geography, age, gender and other factors determined via the retailer’s own data:“Offers allow marketers to put customized, dynamic messages directly into the Wallet that’s built into every iPhone – and accessible via Apple Watch.“
These marketing pushes can be triggered by iBeacons as well, so simply walking into a store where a rewards/loyalty card is stored within Wallet could prompt an iAd offer. The report also indicates that while Apple’s blog post to advertisers isn’t quite direct, sources familiar with the matter point out that users will have to “manually add an iAd ‘Offer’ to Wallet.
Wallet is scheduled to launch along with iOS 9 later this year.
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