The days of rummaging through wallets for crumpled coupons and plastic loyalty cards are fading fast.
For many consumers, digital wallets have become more than just a way to pay — they’re a gateway to rewards, convenience, and instant brand connections. A new report from Vibes shows just how essential they’ve become: half of users check their wallets multiple times a week, and 17% do so daily.
For brands, this is an opportunity to rethink how loyalty and engagement really work in the mobile age.
From payments to everyday essentials
Originally designed for quick, contactless payments, digital wallets now store everything from boarding passes to event tickets and loyalty cards.
“The pandemic made tapping a phone at checkout second nature,” said Alex Campbell, co-founder of Vibes, a mobile customer engagement platform, tells Customer Experience Magazine.
“Now, people expect that same ease across all their interactions.”
For brands, this means loyalty programmes that are not just more convenient, but more effective.
Customer loyalty without the friction
According to the report, 57% of consumers are more likely to engage with brands that offer digital loyalty cards, and 60% appreciate mobile coupons and offers. The reason is simple: fewer plastic cards, no forgotten passwords, and real-time updates. Digital wallets significantly reduce the friction that surrounds apps and physical cards.
“Consumers don’t want to juggle multiple accounts or remember sign-up details,” Campbell explained. “With digital wallets, brands can send timely reminders—like a weekend-only bonus or expiring rewards—directly to their phone.” One campaign, ‘Surprise Points,’ alerted customers on a Friday that they had $20 worth of points to use over the weekend, instantly driving engagement.
For consumers, it’s seamless savings. For brands, it’s a direct, personalised way to build loyalty and encourage repeat purchases.
Adding value, not noise
While digital wallets offer brands a new way to engage, they shouldn’t become another advertising channel. “People check their phones with a purpose. Wallet notifications should enhance that experience, not disrupt it,” Campbell warns.
The trick is balance. A reminder about expiring points? Useful. A flood of irrelevant deals? Annoying. “If a message tells me I have rewards to use today, that’s both marketing and a great customer experience,” Campbell says. The best engagement happens when value meets convenience.
The future of digital wallets
With 55% of consumers ready to ditch physical wallets entirely, the future of loyalty is digital. But awareness remains a hurdle. “Many consumers don’t realise they can store loyalty cards in their wallets,” Campbell points out. “A simple ‘Add to Wallet’ button can change that.”
As brands lean into digital wallets, they’re gaining a direct, always-on connection with customers—one that’s convenient, relevant, and just a tap away.