Geo-Notifications Playbook for Wallet Passes

Geo-triggered Wallet notifications can lift in-store visits 10–25% when done well. Here’s the playbook we use with customers.

1) Choose the right trigger

• Store proximity (100–500m): Great for quick offers or reminders (“Use your drink credit today”).

• Venue entries (20–50m): Tight radius for events or access control to avoid false fires.

• Departure triggers: Airports, campuses, or arenas to send exit surveys or upsells.

• Time + place: Day-parted offers (lunch vs. evening) combined with location are the sweet spot.

2) Keep copy short and actionable

Aim for 60 characters; lead with the gain, end with the action. Examples:

• “You’re near 5th Ave. Claim 20% off with your Wallet pass.”

• “Gate change: now C12. Boarding starts 12:05.”

• “Show this pass for express entry tonight.”

3) Control frequency and fatigue

• Per-user cap: 1–2 geo notifications per day, 4–6 per week.

• Cooldowns: minimum 2 hours between triggers unless it’s operational (gate change).

• Suppress if recently redeemed or opened to avoid noise.

4) Segment intelligently

• Behavioral: recent redemptions, lapsed users, first-time visitors.

• Value: tier/CLV to determine offer depth.

• Context: weather, event timing, inventory.

5) Measure what matters

• Impressions → opens → redemptions → revenue.

• Redemption-to-impression (R/I) is the cleanest signal for geo.

• Compare treated vs. control geofences to quantify lift; 10–15% is common.

6) Design for reliability

• Keep geofences lean (<20 per pass) and avoid overlapping polygons.

• Use concise payloads; large JSON bodies can delay pushes.

• Fall back to time-based reminders if the device denies location.

• For iOS, prefer beacons for tight indoor accuracy; for Android, ensure FCM high-priority is enabled for time-critical ops.

7) Test before scaling

• Dry runs with staff devices around the site perimeter.

• Verify lock-screen copy on both light/dark modes.

• Validate no-notify states: airplane mode, denied location, revoked pass.

8) Common mistakes to avoid

• Blasting everyone within 5km—leads to opt-outs.

• Linking to generic landing pages; keep CTAs inside the pass when possible.

• Forgetting expiry—stale offers erode trust fast.

Execute this playbook and you’ll earn more foot traffic with fewer sends—and keep Wallet subscribers engaged instead of irritated.