everything about passbook

PRACTICAL GUIDE PASSBOOK - PURE AGENCY

PASSBOOK, AMPLIFIER OF YOUR CROSS-CHANNEL STRATEGY

VERSION 1.2 - DATE: SEPT 2012BRAHIM YAYA

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HOW DOES IT WORK ?

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BRIEFLY...

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Tickets Boarding Pass Coupons Loyalty Cards

21:00 9:30 50% £25


Home Pass Pass Settings4

STORED AND READY TO USE


9:41 AM

DateThe passes can be activated/disabled to a given time period

LocationPasses can be activated within a given geographical radius via Apple iOS geo-fencing

They will be displayed on the user’s locked screen at the appropriate time and place.

The Passbook App will verify the context each time the user opens the app to display the most relevant pass.

The valid passes will be displayed exactly when the user steps into your store, magical!

Important: Each pass can be linked to maximum 10 places.

Retrieve the user location at the creation of the app to add the 10 nearest outlets

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ALLOWS FOR GREAT TARGETING OPTIONS


Notifications

Passes can be configured to send a push notification depending on a predefined date and place (proximity of an store or time of an event...)

Any changes in the status of the pass (change of gate, card balance...) can also be notified via a push notification.

Passbook uses Apple’s notification system, allowing the user to be warned of any modifications. With iCloud, every user’s devices will receive the same informations

!

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SUPPORTED BY RELEVANT MESSAGING SERVICE


CREATE A PASS

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Types Event ticket Boarding Pass Coupon Store Card Generic

Description

Provide access to an event for a precise time and place (game ticket,

theatre, concert...)

Ticket used to take a place, train, boat...

Used by a retailer to offer a promotion, a

promotional article

Can be used for a client’s account for a store or a

club (credit display, points...)

For the passes that don’t fit in the other categories such as a member card

Example

5 TYPES OF PASSES

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CHOOSE THE APPROPRIATE TYPE OF PASS

‣ Pick the appropriate type of pass is important for different reasons:

‣ The users are looking for a certain type of information, regarding the design of the pass. The goal is for the user to recognise the type of pass at one glance.

‣ The time lapse and geographical range are automatically defined depending on the style of the pass

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CREATING SUCCESSFUL DESIGNS

‣ Passes have different styles but the observed trend is about simplicity. The user must be able to identify the informations easily.

‣ Bright colours are recommended

‣ A contrasted logo, white (printable version of the logo)

‣ Use the text fields: header + 3 text fields depending on the type of the pass

‣ Avoid putting text in images, especially with your pass needs to be translated (translation can be dynamic)

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Logos & text

Background picture

Background color

Text Field

Bar Code


BEHIND THE PASS

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9:41 AM‣ The back of your pass displays complementary information and send:

‣ General conditions of the offer, a contact

‣ A http link (preferably an optimised mobile website)

‣ A click to call

‣ An application (or the appstore if the app isn’t installed)

‣ It also gives access to the user preferences (push, display..)


BAR CODES

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‣ Passes can display a bar code that can be scanned in store. 2 types of bar codes:

‣ PDF417, Aztec, QR

‣ It is possible to display a chain of characters under the bar code for the checkout counters that don’t have scanners (manual entry)

‣ Bar code scanner:

‣ For better results, use optical scanners. Those work better on the iPhone screens than with laser scanners.

‣ If your teams are equipped with smartphones or iPads; it may be interesting to provide them with a dedicated application allowing them to create, show and scan passes.

‣ Passbook optimises your pass presentation for scanning by adjusting your screens brightness, by locking the iPhone in portrait mode etc... Think about trying your pass in real life conditions.


DISTRIBUTE YOUR PASS

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Distribution methods 1. In app (Passkit) 2. Via e-mail 3. Via the web with a link

Screenshot

Comment

An app allows the display and distribution of all kinds of passes via a native behaviour. A simple click on a

button allow the user to add the pass to his Passbook.

Passes are files that can be attached to an e-mail. The files are recognised by the iPhone and

displayed in a native view.

Passes can be distributed on the web via a link that will be recognised by safari. They will be

added with the same native behaviour, allowing the user to stay on your website. Passes opened on Mac OSX will be added via iCloud to all users’s

devices

PURE PASSBOOK SOLUTIONSPURE PASSBOOK SOLUTIONS


MULTI-SCREEN DISTRIBUTION

‣ Passes can be displayed on iPhones, iPod touch, iPads but also on Mac under OSX Mountain Lion version 10.8.2.

‣ With iCloud, if the user add a pass on one of his device, it will automatically added to the other devices.

‣ You don’t need a specific app to distribute your pass. Passbook was created to work independently

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Example of an e-mail with a pass under Mac OS X Mountain Lion.

The behaviour is the same with safari.


UPDATE YOUR PASS

‣ Dates can be modified anytime:

‣ Data about a plane ticket, a train...

‣ A card’s credit

‣ The validity period of an offer

‣ The update are made dynamically via your server with the Apple Push Notification Service (APNs). An API is available.

‣ The user will receive a push notification informing him of the change

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It is not recommended to change the nature of the coupons offer to avoid loosing the user

IMPORTANT

Guidelines Apple

Pure Agency can support you in creating a Passbook CMS


MANAGING USED CUPONS

‣ It is not recommended to delete a coupon by sending a push notification or by changing the validity period. Management of passbook items remains with the user

‣ You can delete a coupon only via your server. Concretely, the coupon will stay in the users Passbook, he/she can keep it if he wishes it.

‣ On the other hand, when scanning in store, the coupon will be invalid (the coupon as a unique number of identification and its status will be read as invalid within your database)

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PASSBOOK AND YOUR BRAND

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PASSBOOK: CROSS CHANNEL STRATEGY AMPLIFIER

«By 2013, 1/3 of smartphones users will use mobile couponing»

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PASSBOOK: CROSS CHANNEL STRATEGY AMPLIFIER

‣ An application to centralise all cards, coupons, vouchers, tickets... A life facilitator for the consumer as well as for the brand concerned.

‣ A powerful and relevant CRM tool: reward your clients in the right place at the right time.

‣ Update your deals regularly thanks to Push NotificationCoupons

Loyalty CardsBoarding Passes

E-Tickets‣ Loyalty

‣ In-store traffic

‣Geo-fencing

‣Client Engagement

‣ Integration within campaigns and apps

Passbook provides brands a powerful geo-fencing couponing tool. The app allows to follow user’s position, which was not possible until now.

Passbook make more contextual offers and so more relevant

A powerful CRM tool for retailers

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CAMPAIGN INTEGRATION

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‣ Integrate Passbook within applications of your brand

‣ Integrate Passbook links in your voice e-mails, mobile web landing pages, on social networks...

‣ Targeting users on iOS 6

‣ And soon, track campaign performance through our Pure ROI solution.

Integrate Passbook in your RICH MEDIA campaigns thanks to our turnkey solution: CMS + templates mini site HTML5 + Tracking Pure ROI.


EXAMPLE OF RETAILER CAMPAIGNS

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Banner Landing page Add the pass Back to last page


PASSBOOK FROM THE CLIENT POINT OF VIEW...

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Passbook Alert on your locked screen


A PREDICTABLE SUCCESS!

‣ Whilst the iPhone 5 and iOS6 just landed on the market: 17% iOS6 update in 24 hours, Sephora followed their number of cl ients using Passbook: 20 000 in 24 hours

‣ Sephora launched Passbook to their clients through a e-mailing campaign + mini mobile website and an in-app banner.

‣ Very good results despite of a few difficulties along the process for non member people of the program «Beauty insider»: too longs forms, non mobile optimised mobile landing pages...

http://techcrunch.com/2012/09/21/how-popular-is-passbook-sephora-sees-17000-passbook-users-in-day-one-20k-after-24-hours/

17 000 Passes during launch20 000 in 24h

87 000 in 1 week !23








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