Add taps to apps
When talking to customers in many different markets about our ‘just tap’ NFC Wallet solutions, we sometimes hear concerns that using Apple Wallet or Google Wallet could detract from their own mobile app. Based on our solid experience rolling out this technology over the many years, we can confidently say that nothing could be further from the truth!
Many businesses in the fitness industry have a strategy of driving apps and usage to engage and retain their customers and to provide a comprehensive digital service through a single portal. The same is increasingly true in retail, sports, and travel ticketing.
When considering a gym visit, having an app that allows me to manage my membership, book classes, and access instructional videos at and away from the gym is awesome. Viewing how busy the gym is at a particular time, based on access control events, is equally valuable, before I decide to make the trip. Without doubt, apps add to the user experience and provide further marketing opportunities.
From frustration to fluidity
However, using that same app for access control or check-in at the front desk can be frustrating, particularly as I must unlock my phone, find and launch the app, and navigate to a page that either shows or scans a QR code. Then I have to ‘dance to scan’ until my membership ID is registered and then wait for the door to open. These ten seconds or so of friction do nothing to boost engagement or provide a smooth experience.
The world where I turn up and just tap my phone or watch to get in is already here. We’ve deployed our VTAP technology at over 5,000 gyms in over 20 countries around the world, and the results have been amazing. Gym membership passes in NFC Wallet don’t rely on an app, since they work natively with Apple Wallet (including on Apple Watch) and Google Wallet. However, many of our customers have successfully used the conversion from physical to digital ID cards to drive more users to download and use their apps. A win-win!
A simple in-app ‘Add to Wallet’ button is all it takes to seamlessly transfer a membership ID to the built-in native wallet app on their phone. The customer account is still fully managed through the app, but the user ID is now available for tapping anywhere, without effort. When users want to use the app, they will, and if they want to tap and get on with their workout, they can.
This works really well because our VTAP readers tell the phone (and watch) exactly which digital membership card they need – the ID data is then unlocked and transferred automatically, removing all that scanning friction. Equally, the membership ID is no longer represented by a barcode or QR code that can be copied and shared easily, making the solution much more secure.
And on iPhones, you can arrange a welcome message to appear on the lock screen automatically as you approach the front door. One tap on that takes you to the wallet and one more tap takes you to your app. So there is nothing lost, and lots to be gained, including additional notification options, brand awareness and frictionless usage.
See it in action:
Increased app usage with NFC Wallet
Gym chains like Keep Cool and Anytime Fitness used this approach to drive their app adoption. If you want a new digital membership card, download the app and add to wallet. A simple, incredibly effective message, with adoption rates exceeding their expectations.
And the millions of consumers who have used our VTAP technology just love it! Many are already tapping to pay, so tapping to access their gym is super-cool, and the next step in an increasingly digital and mobile world. They tell their friends and celebrate the end of scanning hassle.
Revolutionising fitness with NFC and VTAP
VTAP NFC readers are now installed at doors, turnstiles, front desks, cafes, car parks, body assessment kiosks and even gym equipment itself, enabling users to check in everywhere, including their fitness profiles and workout programs.
The key driver has been the seamless, frictionless ‘just tap’ experience enabled by Apple Wallet and Google Wallet. Apps play a key part in this ecosystem, too, but not when it comes to implementing a fast, secure, and cool way to identify users as they go about their day.
Take a look at our NFC Wallet products, fitness solutions and case studies for more info, and you can talk to us at any time for expert advice and help with planning a similar future for your business, whether in fitness or any other market.