4 Customer Marketing Trends to Watch in 2025

For decades, customer marketing has been limited to traditional channels. Brands struggle to reach their audience through snail-mail paper coupons, TV ads, and out-of-home messaging that gets ignored or overlooked.  

In 2025, mobile wallets will continue to reshape customer marketing by offering relevant and engaging experiences. From personalized loyalty programs to location-based messages, mobile wallets provide businesses with powerful tools to convert shoppers into repeat customers. Here are some key trends we expect to see in the new year. 

1. Personalized Marketing Through Mobile Wallets

Consumers today expect brands to understand their preferences and cater to their needs with relevant, personalized offers. Mobile wallets are empowering businesses to deliver hyper-targeted marketing campaigns directly into customers’ hands. In 2025, more brands will be focusing on mobile wallet marketing as a way to cater directly to the interests and shopping habits of their mobile-first audience.

2. Omnichannel Marketing Strategies 

Mobile wallets are no longer standalone tools—they’re becoming integral to omnichannel marketing strategies. By bridging digital and physical touchpoints, mobile wallets allow brands to create cohesive, unified customer experiences.

For example, a brand may offer a discount for a particular product for high-intent shoppers. This brand marketing team could include a QR code as part of an in-store product display or shelf talker. This could prompt an in-person shopper to scan the QR code and save the coupon to their mobile wallet to use shortly thereafter at checkout. This bridges the gap between in-store experience, and the digital habits of mobile-first consumers. 

3. Evolution of Loyalty Programs

Loyalty programs are a cornerstone of customer retention strategies, and mobile wallets only make them more effective. Instead of relying on physical cards or outdated point-tracking systems, businesses are digitizing loyalty programs within mobile wallets. There’s no need for physical punch cards or plastic membership cards–the mobile wallet makes it all accessible and updatable within your shoppers’ phones. 

4. Enhanced Customer Engagement with Geo-Targeting

Location-based marketing is gaining momentum, and mobile wallets are at the forefront of this trend. Geo-targeting allows businesses to send timely, relevant offers to customers based on their location, particularly if they are shopping in or near a particular store location.

For example, if your customer has your coupon saved in their mobile wallet, you might want to send them a reminder to use that offer. With messaging capabilities, you can send a message to their lock screen that reads, “Don’t forget to save $1.00 on [your product] today!” This contextual relevance often leads to higher customer purchases. 

Final thoughts

For brands and retailers, innovating within the mobile wallet space isn’t just an opportunity—it’s a necessity. Mobile wallets are no longer just about payments. They’re about creating meaningful connections with customers at every stage of their journey. By staying ahead of these trends, businesses can enhance their customer relationships, drive sales, and effectively reach their customers in an increasingly mobile-first world.