The first year after go-live sets the foundation for your wallet program. The actions you take in this period determine whether the card becomes a habit for your members or a feature they forget about. This article gives you a phase-by-phase plan to maximize adoption at launch and maintain momentum through the full first year.
Phase 1: Launch (Week 1)
Go live on all channels simultaneously
The launch impact is greatest when all channels are active at the same time. Avoid a staggered rollout where some channels are live before others.
- Send your launch email to your full member base on day one.
- Confirm the download module is live in all outgoing email templates.
- Confirm the registration flow redirect is active. New members should be prompted to download immediately after signing up.
- Confirm Add to Wallet buttons are live on My Pages and your membership page.
- Confirm in-store QR codes and materials are in place at all locations.
Brief your store teams
Brief all store teams on go-live day and make sure every staff member knows what the card is, what benefit to lead with, and how to demonstrate the download on their own device.
Monitor day-one adoption
Check card installs at the end of day one and day two. A strong launch email to an engaged member base will generate the majority of its downloads in the first 48 hours. Use this as your baseline.
Phase 2: Build momentum (Weeks 2–8)
Follow up with non-openers
Members who did not open the launch email will not have seen the download prompt. Send a follow-up dedicated card email to this segment in week two with a different subject line and, if possible, a stronger incentive.
Activate the Wallet card added reward
If you have not already done so, activate an automation that rewards members with points or a voucher the moment they download their card. This creates an immediate reason to act and should be communicated in your follow-up email.
Send a dedicated card email every month
Send at least one dedicated card email per month to members who have not yet downloaded the card throughout the entire first year. This is the single most impactful action you can take to sustain adoption growth.
Each month, try a different angle to reach members who have not yet converted:
- Month 1: launch message, lead with the welcome reward
- Month 2: social proof, for example "Thousands of members are already using the card"
- Month 3: feature-led, highlight geo notifications or faster checkout
- Month 4+: rotate between voucher-led, points-led, and seasonal messaging
Activate geo locations
Activate geo locations within the first four to six weeks. Geo-triggered notifications are most effective once you have a growing base of card holders to reach. Prioritize your highest-footfall store locations first.
Review in-store adoption by store
Check download data by store at the end of week two and monthly thereafter. Identify stores with low adoption and follow up with their teams. Share results including top-performing stores with all store managers to create competitive momentum.
Phase 3: Sustain and optimize (Months 3–6)
Review and optimize the download module
Review email performance data to see which email types are generating the most card downloads via the module. Test variations, such as a stronger incentive, a different card visual, or a new line of copy, to improve conversion.
Re-engage the non-reachable segment
Members who cannot be reached by email can only be converted via in-store, the registration flow, or My Pages. Review how many members fall into this category and consider whether any additional in-store tactics could improve reach.
See Best Practice – Re-engaging members who haven't downloaded their card for detailed guidance.
Adapt your strategy to the retail calendar
Key periods such as Black Friday, Christmas, and summer sales bring higher footfall and more email open rates, all of which drive higher card download conversion. Use each major seasonal moment to send a dedicated card email with a seasonally relevant incentive.
Set a 6-month adoption review
At the six-month mark, review your adoption data against your original targets. Identify which channels are performing strongest and which need attention. Adjust your plan for the second half of the year accordingly.
Phase 4: Expand and deepen (Months 7–12)
Focus on engagement, not just adoption
By month seven, the majority of easily reachable members will have been contacted multiple times. Shift some focus from driving new downloads to deepening engagement among existing card holders: push notification strategy, geo trigger optimization, and card content personalization.
Plan year two
At the end of the first year, review your full adoption journey: what worked, what did not, and what you would do differently. Use this to set targets and plan your strategy for year two, including any new features or channels you want to activate.