Apple Wallet and Google Wallet are the digital wallets pre-installed on iPhone and Android: they store payment cards, tickets and loyalty cards, with no extra app. For a business, they are the simplest way to put a loyalty programme into customers' phones. This guide explains who can use them, how a loyalty card works in the Wallet, what it makes possible, and how to set it up.
Apple Wallet and Google Wallet: what are we talking about?
You've probably already used Apple Wallet or Google Wallet without realising it. These are pre-installed apps on every smartphone — Apple Wallet on iPhone, Google Wallet on Android. They're used to store payment cards, plane tickets, concert tickets, boarding passes... and loyalty cards.
For a retailer, it's a major opportunity: placing your loyalty programme in a space your customers check dozens of times a day, without asking them to download anything.
Who can use Wallet?
Compatibility is broad, and that's what makes the solution so appealing:
Apple Wallet (iPhone)
- Available on all iPhones since the iPhone 6 (2014)
- Pre-installed, impossible to delete
- Also works on Apple Watch
- In Belgium, the iPhone accounts for a significant share of smartphones
Google Wallet (Android)
- Available on all Android devices with Android 5.0+ (2014)
- Pre-installed on most Samsung, Pixel, Huawei, Xiaomi, OnePlus phones...
- Covers the other large share of the Belgian market
The result: nearly all of your customers can use your loyalty card on their Wallet, whatever their phone. That's far more than a traditional mobile app, which very few customers of a local business download.
How does a loyalty card work in Wallet?
It works simply, for both the retailer and the customer.
On the customer's side:
- The customer scans a QR code displayed in your business
- A screen prompts them to add the card to their Wallet
- They tap "Add" → the card appears in their Wallet
- On every visit, they show their card or you enter a PIN code
- The stamps update in real time on their phone
The whole thing takes 10 seconds the first time, and under 5 seconds for each subsequent visit.
On the retailer's side:
- You create your card from an online dashboard
- You choose your colours, logo, number of stamps and reward
- You print the QR code and display it at the counter
- Each time a customer comes in, you type a 4-digit PIN code
- You can send push notifications at any time
No special equipment needed. Your smartphone or a tablet is enough.
Why Wallet rather than a mobile app?
Many retailers wonder whether they should build their own app. Here's why Wallet is a better option for a local business:
| Criterion | Mobile app | Apple/Google Wallet |
|---|---|---|
| Download required | Yes (major barrier) | No, already installed |
| Phone storage | Significant | Almost none |
| Development cost | Very high | Included in Goodly |
| Maintenance | iOS/Android updates | Automatic |
| Adoption rate | Very low | Very high |
| Push notifications | Yes (if the app is installed) | Yes (always) |
| Visibility | Hidden among many apps | Lock screen |
Key takeaway: the adoption gap is considerable. With an app, you reach only a tiny fraction of your customers. With Wallet, you reach the vast majority. The difference is enormous.
The features available in Wallet
1. A custom card display
Your card appears with your logo, your colours and your brand. The customer sees the number of stamps collected and the reward waiting for them. The design is professional and consistent with the Apple/Google experience.
2. Real-time updates
When you add a stamp, the customer's card updates instantly. No need to refresh, no need for an internet connection on the customer's side (the update happens as soon as the phone gets back online).
3. Push notifications
Send messages that appear right on the lock screen. Ideal for reminding customers of an offer, announcing a new product, or letting them know a reward is close.
4. Location-based notifications (Apple Wallet)
On iPhone, the card can automatically appear on the lock screen when the customer walks near your business. A discreet but effective visual reminder.
5. Native integration
The card fits perfectly into the phone's ecosystem. On iPhone, it's accessible from the lock screen by double-clicking the side button. On Android, it's in the Google Wallet app, accessible in one tap.
How do you set up your Wallet card?
With a platform like Goodly, setup is quick:
Step 1: Sign up (2 minutes)
Create your account for free on goodly.be. Enter your business name and type of activity.
Step 2: Customise (3 minutes)
Choose your card's colours, upload your logo, set the number of stamps (8, 10, 12...) and the reward (free coffee, discount, free product...).
Step 3: Display the QR code
Print the automatically generated QR code. Display it at the till, on the counter, or on a table. You can also show it on a screen or print it on your packaging.
Step 4: You're off
Your customers scan it, add the card and start collecting stamps. You validate visits with a simple PIN code.
Frequently asked questions
"Will my older customers be able to use it?"
Yes. Adding a card to Wallet is as simple as taking a photo. Scan a QR code, tap "Add", done. Our retailers report that customers aged 60+ adopt the card without any trouble.
"What if the customer doesn't have a smartphone?"
In Belgium, almost the entire population owns a smartphone. For the rare exceptions, you can keep a paper alternative running in parallel.
"Do you need an internet connection?"
The customer doesn't need internet to display their card. The connection is only needed to receive stamp updates, which happen automatically in the background.
"How much does it cost?"
- Free trial: 14 days on the Pro plan, no commitment
- Pro (€29 excl. VAT/month): unlimited customers, push notifications, statistics
- Business (€69 excl. VAT/month): 2 cards, location-based notifications, gift cards, API
- Multi-sites (€149 excl. VAT/month): several locations under one programme
An annual commitment gives 15% off, two years 20% off, with a 30-day guarantee. Details are on the pricing page.
Wallet and till: what Goodly adds around the card
- Staff cashier mode: every employee validates visits from any phone or tablet with a team code and the customer's PIN, with no access to your account. No need to change your till: see a loyalty programme without changing your till.
- Carrying over paper stamps: your customers do not start from zero; the method is in carrying over stamps from paper cards.
- Automated Google reviews: a review request sent after the visit.
- Connected till: Shopify or Lightspeed sales credit the card automatically; the list is on the integrations page.
Still hesitating between the Wallet and a dedicated app? Read Wallet loyalty card or mobile app: which should you choose?. For a concrete example by trade, see the loyalty card for coffee shops.
Ready to give it a try?
Apple Wallet and Google Wallet are the future of customer loyalty for local businesses. No app to develop, no download for your customers, and an unmatched adoption rate.