1. Cards are perpetual, content updates frequently
2. Focused on long-term brand relationships, not coupons
Most of the world sees Passbook cards as mere coupons. We believe this misses the truly revolutionary role for Passbook: to serve as a vastly superior mobile-to-physical brand awareness tool for national brands. The Neiman Marcus campaign embraces this concept, using their cards as a sophisticated brand building medium.
3. Pass reacts to multiple iBeacons spread through the store
We found at least 6 different iBeacon zones in the store just by walking around. The zones triggered different messages to pop up on our lock screen. Very cool, very powerful, but not overwhelming.
Passbook allows a brand to embed up to 10 iBeacon ID numbers and individual messages in each card. These can be updated regularly (daily specials?) and yes, they can be customized to each customer too.
4. Different card for each store
There is a card for each test store -- Walnut Creek and Austin, TX. Each updates at different days with different content, obviously following the schedules of those stores.
Link for Walnut Creek card here. (note, must open in your iPhone of course)
5. Rich details on back of pass
The back of the card has details on the events and links for "tap to call the store" and "tap to see the store on a map". We actually used this feature because we got lost in the maze of stores and restaurants in downtown Walnut Creek. This cannot be stressed enough: just having a link on the back of the card, which brings up a map with the store location, is incredibly convenient and delightful.
6. Much easier to distribute Passbook cards, compared to apps
We've said this a dozen times already in the blog but it's nice to hear confirmation. Casual conversation with other shoppers outside the store reinforced that most people aren't too keen on downloading a retail app...too much hassle. These same people are happy (and often quite cheerful) about downloading Passbook cards. Why not? The cards take only seconds to load, are lightweight and attractive and have just enough features to delight.
7. Apple Pay is the highest value real estate in the mobile world
Remember that Passbook cards sit immediately below credit cards in Apple Pay. So they are seen constantly by shoppers. It's all part of a combined product, and customers love the combo.
8. The store itself is stunning.
Not unexpected since it's Neiman Marcus... but nevertheless it reinforces the point: Passbook is quite comfortable handling the most the most sophisticated retail marketing.
Note that Target and Macy's are testing Passbook as well, with totally different content suited to their demographics.
Bonus: will work in Apple Watch.
It's automatic. Other people will be struggling to figure out the Apple Watch format and Neiman Marcus (and other Passbook marketers) will already be there, no effort required.