Learn wallet fundamentals
Understand Apple Wallet and Google Wallet basics, plus the pass types you can configure in The Wallet Crew.
Mobile wallets like Apple Wallet and Google Wallet are no longer just digital folders for coupons. They’ve become central to how people organize the essentials of daily life. Customers add passes to their wallet because it keeps the most-used items (loyalty cards, tickets, offers, and more) at their fingertips without digging through emails, apps, or physical cards. Having a pass in the wallet means instant access when it matters: at checkout, at the gate, or at an event entrance, making each experience smoother and faster for customers.
Beyond simple passes, mobile wallets securely store customers’ bank cards, enabling contactless payments from a phone or smartwatch, which makes wallet apps a daily habit for purchases, travel, and access. Adding branded passes, such as a rewards card, concert ticket, or store offer, fits naturally into that routine, keeping the Brand visible each time customers open their wallet. Wallets also act as a single, always-available hub for personal credentials, where tickets, membership cards, boarding passes, and other passes live side by side, and this frequent, practical usage increases the likelihood that customers keep and engage with the passes a Brand provides, driving repeat interactions and deeper loyalty over time.
One place for daily credentials
The Apple Wallet app and the Google Wallet app group items customers need in the moment. That includes coupons, loyalty cards, membership cards, event tickets, and more. Customers do not have to search emails or install an app.
Instant access at checkout or entry
Most Apple Wallet passes and Google Wallet passes are redeemed with a barcode or QR code. Some use NFC when compatible scanning hardware is available. Customers open the pass and present it in seconds.
Always up to date
A pass is not a static PDF. An Apple Wallet pass and a Google Wallet pass can refresh over time. This matters when points change, balances decrease, or ticket details update.
Updates are part of the core lifecycle. For update mechanisms and delivery constraints, see Push notifications. For identifiers and data model basics, see Structure.
Pass types you can configure in The Wallet Crew
The Wallet Crew lets Brands create templates for several Apple Wallet pass and Google Wallet pass types. Each pass type comes with Apple and Google constraints. The template then defines layout, fields, images, and barcode.
When the template choice is unclear, Type of pass helps narrow down the right starting point. When the pass type is already known, the relevant section below is the right entry point. Configuration then happens in the Template Designer.
Wallet apps can store payment cards for contactless payments (Apple Pay / Google Pay). The Wallet Crew covers wallet passes (loyalty, tickets, offers, gift cards), not payment cards.
Loyalty card
A loyalty card is a loyalty program Apple Wallet pass / Google Wallet pass. It rewards customers for coming back. It also makes the loyalty program feel tangible.
Best for: points, stamps, tiered membership, and account identification at POS.
Key fields: member ID, barcode/QR, points balance, tier/status, and key links.
Typical redemption: scan at checkout to identify the customer, then update points/tier.
For the Brand, the goal is retention. Brands reward customers who purchase repeatedly. Brands can offer points, discounts, gifts, and other benefits. A loyalty card can also be an entry point to a customer account. This helps centralize data and personalize experiences.
For customers, the value is immediate. They can see their loyalty status and rewards. They do not need to remember a card number or bring plastic.
When the loyalty card is added to Apple Wallet or Google Wallet, it becomes easier to use. Customers can open the wallet app and select the card in seconds. They do not miss reward opportunities because points and perks stay visible on the pass.
Real-world examples
Retail: points balance and tier (Silver/Gold) updated after each purchase.
QSR: stamp card (buy 8, get 1 free) with progress displayed on the pass.
Beauty: member ID used at checkout, plus birthday reward shown as a field.
More details: Design > Loyalty card.
Event ticket
An event ticket is an access-control Apple Wallet pass / Google Wallet pass. It is built for fast scanning at the entrance. It also makes it easy for attendees to find the right ticket.
Best for: events with controlled entry and a “scan at gate” workflow.
Key fields: event name, date/time, venue, seat/section, gate, barcode/QR.
Typical redemption: scan at the entrance to validate entry and prevent duplicates.
For organizers, dematerializing tickets reduces loss and fraud risks. It speeds up entry because staff can scan a QR or barcode. It also supports last-minute changes. The same installed ticket can be updated when seat, gate, or schedule changes.
For attendees, adding a ticket to wallet is simple. They can add it from an email link, directly from a ticketing website, or by scanning a QR code on-site. At the venue, the ticket is ready to present in a few taps.
Real-world examples
Concert: seat info + QR scanned at the gate, with “doors open” time on the pass.
Museum: timed entry ticket, where the date/time changes after reschedule.
Festival: multi-day pass, with the same pass updated each day with new info.
More details: Design > Event ticket.
Gift card
A gift card is a stored-value Apple Wallet pass / Google Wallet pass. It is meant to be redeemed over time. The key requirement is keeping the balance accurate after each redemption, top-up, or refund.
Best for: stored value that decreases over time (balance use, top-ups, refunds).
Key fields: card number, balance + currency, barcode/QR (or NFC), expiry date.
Typical redemption: scan at checkout, apply partial or full amount, then update balance.
For Brands, gift cards generate revenue upfront. Customers often spend more than the card value. Gift cards are also frequently given to someone else. That makes them a strong acquisition channel for new customers.
For customers, a wallet gift card is easier to keep and use. The pass can display the current balance and a scannable barcode or QR code. It also reduces “lost card” scenarios because the gift card stays on the phone.
Real-world examples
Retail: gift card issued with €100, then balance updated after each redemption.
Hospitality: voucher sold online, used in multiple partial payments on-site.
Customer care: goodwill credit added as a top-up, then spent over time.
More details: Design > Gift card.
Offer
An offer is a coupon-style Apple Wallet pass / Google Wallet pass. It is used for discounts and time-bound incentives. Offers are often redeemed once, then become invalid.
Best for: discounts, promo codes, and short campaigns with clear expiry rules.
Key fields: offer title, expiry date, conditions, barcode/QR or promo code.
Typical redemption: scan in-store or enter the code online, then mark as redeemed.
For Brands, offers are a practical way to drive traffic and conversion. They can also support segmentation. Different offers can be issued to different audiences. An offer can also be stopped or expired without requiring a reinstall.
For customers, wallet offers are easy to retrieve at checkout. The pass can display the expiry date and conditions clearly. It can also present a scannable barcode or a code to enter online.
Real-world examples
Retail: “-20% this weekend” coupon with an expiry date and single-use barcode.
E-commerce: promo code shown on the pass, redeemed in checkout.
CRM: win-back offer sent to inactive customers, then marked as redeemed in POS.
More details: Design > Offer.
Generic
Generic is the most flexible Apple Wallet pass / Google Wallet pass type. It fits use cases that do not match a dedicated template. It is a good fit for credentials that must be shown or scanned.
Best for: membership cards, staff badges, warranty cards, pickup credentials, and “other”.
Key fields: a stable identifier, barcode/QR, status, key facts, and support links.
Typical redemption: visual check or scan, depending on the operational workflow.
For Brands, Generic helps when a custom layout is needed. Fields and display order are fully configurable. This is useful for membership cards that are not loyalty programs, staff passes, partner badges, warranty cards, or pickup credentials.
For customers, a Generic pass works like any other pass. It is easy to add, easy to find, and easy to present. It can also be updated when details change.
Real-world examples
Staff badge: employee name + role + QR for door access.
Warranty card: product serial number + purchase date + support link.
Click & collect: pickup credential with order ID + barcode for retrieval.
More details: Design > Generic.
FAQ
Do customers need a mobile app to add a pass?
No. Customers can add a pass from a Brand website or email. QR codes also work in-store or on-site. If a mobile app exists, an in-app flow can be added later.
Do passes work offline?
Usually yes for the moment of use. The barcode/QR and the visible fields are stored on the phone. Updates still require connectivity at some point to sync.
What’s the difference between an Offer and a Gift card?
Offers are for discounts and coupons. Gift cards are for stored value and balance updates. If the value can go down over time, it is almost always a Gift card.
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