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Best Practice - Card Distribution

A wallet card is a digital loyalty or membership card stored in Apple Wallet or Google Wallet. Card distribution is one of the most important factors in driving wallet adoption. The goal is to make it as easy as possible for customers to download their card, wherever they are. This article covers the key digital and in-store distribution methods, with guidance on how to implement each one.

Digital distribution

Email

Email lets you reach your entire member base at launch and set up ongoing triggers for new members.

  • Send a dedicated launch email to all existing members with a prominent Add to Wallet button.
  • Set up an automated welcome email for new members that includes the card download link.
  • Place the Add to Wallet button above the fold. Do not bury it at the bottom.

Each member receives a single createPassUrl, a smart link that automatically handles device detection and displays the correct experience:

  • iOS — opens the Apple Wallet pass download directly
  • Android — opens the Google Wallet pass download directly
  • Desktop — displays a QR code the member can scan with their phone

Use this link as the href on all Add to Wallet buttons in your emails. No separate Apple and Google links are needed.

Dedicated card emails

A dedicated email removes distractions and gives the download a single, clear call to action.

  • Send at least one dedicated card email per month during the first year.
  • Dedicate the full email to the card. Do not combine it with product campaigns or other messages.
  • Lead with a clear incentive: tell the member exactly what they get by downloading the card, such as points, vouchers, or tier benefits. See Give members a reason to download below.
  • Always include a visual of the card itself. Showing the actual card increases download rates by making the value tangible and building familiarity before the member even downloads it.

Download module in all emails

Every email you send is an opportunity to convert a non-card holder. Add a standard download module, an Add to Wallet button block, to the footer of all outgoing emails, not just dedicated card emails.

  • This includes newsletters, campaign emails, transactional emails, and receipts.
  • Use the member's createPassUrl as the button link. It handles device detection automatically.
  • Include an image of the card alongside the button. Showing the actual card makes the value tangible and increases conversion.
  • Keep the module focused: a card image, a single line of copy, and an Add to Wallet button.
  • Use Engage segmentation to only show the module to members who have not yet downloaded their card. Engage tracks card installation status per member, so you can suppress the module for existing card holders to keep your emails relevant and uncluttered.

Website

Your website is a permanent distribution surface that continues working after launch emails have been sent.

  • Add an Add to Wallet button to your membership or loyalty page.
  • Add the button to the post-login My Account or My Pages section.
  • Consider adding a prompt at checkout for non-card holders.
  • Link all buttons to the member's createPassUrl. No device-specific logic is needed on your side.

Use automatic device detection to redirect mobile users directly to their pass download without requiring any additional clicks.

  • On iOS and Android: automatically redirect to the member's createPassUrl on page load. The link handles platform detection and opens the correct wallet.
  • On desktop: link to createPassUrl. It will automatically display a QR code for the member to scan on their phone.

See Fetching and using download links for code examples.

Give members a reason to download

A download button on its own is not enough. Members need to understand why downloading the card benefits them before they will act. The clearer and more tangible the incentive, the higher the download rate.

Use the trigger Wallet card added to add points or vouchers to a contact when they download their card.

  • Always lead with the member's current value: You have 250 points waiting — download your card to use them in store.
  • Highlight what the card enables: faster checkout, always-available vouchers, and exclusive member offers.
  • For new members with no points yet, lead with the future benefit: Earn points on every purchase, starting with your next visit.
  • A clear incentive also makes it significantly easier for store staff to explain the card's value at the point of sale. Giving staff a simple, benefit-led script reduces hesitation and increases in-store conversion.

In-store distribution

In-store distribution is critical for driving adoption among customers who don't engage digitally or who visit before checking email.

QR codes

QR codes are the primary in-store distribution method. Link the QR code to My Pages, directly where the customer can download their card. Place QR codes at the point of sale, on receipts, and at the store entrance.

Run store competitions to drive in-store adoption

Running download competitions between stores creates a sense of ownership that encourages staff to actively promote the card.

  • Set up a leaderboard tracking digital card downloads per store and share results regularly. Weekly updates drive the most engagement.
  • Reward the top-performing store each month with a meaningful prize for the team.
  • Set a clear north star goal for staff: every member who makes a purchase should either already have their card, or leave the store with it added.
  • Measure in-store adoption rate per store, card scans at POS divided by total member transactions, to identify which stores need additional support or training.
  • Share top-performing staff techniques across stores. If one store has found a particularly effective way to introduce the card at checkout, make it standard practice.

Staff interaction

  • Train staff to proactively mention the digital card at checkout.
  • Make sure staff can demonstrate downloading the card on their own device. Familiarity builds confidence.
  • Remind staff that the download link works for both Apple and Google. They only need to share one link or QR code.

In-store materials

  • Use posters, shelf talkers, and counter cards that highlight the benefit of the digital card, for example "Never lose your card again".
  • Include a QR code on all printed materials. One QR code works for all devices.

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