Apple’s Passbook Giving Mobile Marketing a Boost

According to a new report from Internet Retailer, Apple may not be getting enough credit for what its new Passbook platform may do for mobile marketing.

Despite iOS 6 only dropping last week, so far the likes of Sephora, Walgreen Co., Target Corp., Starbucks, Fandango, United Airlines and Major League Baseball are integrating their apps with Passbook.

Sephora, for example, has enabled its Beauty Insider loyalty club members with devices running Apple’s new iOS 6 mobile operating system to send their card information into their Passbook apps through a request made within the Sephora app. A digital version of the Beauty Insider card then appears within Passbook.

“Sephora loyalty club members can now access their Beauty Insider card in the easiest way possible—accessing their points balance and presenting the pass to earn and redeem points while shopping in store,” says Julie Bornstein, senior vice president of Sephora digital. “More than 70% of mobile traffic to Sephora comes from iOS devices, so Passbook is a natural fit for Sephora customers. Being part of Passbook also allows recipients of Sephora eGifts a way to easily store, access and redeem them on their iPhone.”

Internet Retailer reports that during the first five days of Passbook’s launch, Sephora’s iPhone app was downloaded 300,000 times.

According to Bornstein, “more than 75,000 Beauty Insider cards have been added to Passbook and we expect the number of cards added to Passbook to increase as more consumers get their hands on the new iPhone 5 and download iOS 6.”

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