Oct 6, 2025
Written by
Stacey Georgoulis
Think about what's in your mobile wallet right now. Your boarding pass for next week's flight. That concert ticket you've been excited about. Maybe a loyalty card for the coffee shop you hit every morning. When did you last check it? Probably today. Maybe an hour ago.
Now, think about that promotional email you got yesterday. Where is it? Buried under fifty other messages? Screenshotted and lost in your camera roll? Or maybe you saw it, thought "I'll use that later," and promptly forgot it existed.
That's the problem CJ Wallet solves. CJ Wallet brings Passcloud's breakthrough frictionless acquisition and instant consumer relationship platform into the CJ ecosystem.
Brands create an offer. They distribute it across various channels, including email, SMS, social, display, CTV, affiliate, and deal/coupon. Shoppers save it. They redeem online or in-store. Purchases can be associated back to the pass. Simple as that.
CJ Wallet enables connected commerce by bridging discovery and purchase across every touchpoint. Customers find your offers through any channel—email, social, ads, affiliates—save them to their wallet, and redeem when and where they choose, whether that's online or in-store. You get visibility throughout the entire journey, from initial save to final transaction.
Wallet passes work with customer permission at every step. When shoppers save an offer to their wallet, they're opting in to receive it—and they maintain full control over notifications and can remove any pass at any time. Location features only work when customers have enabled location services, and all data handling follows strict privacy guidelines.
Here's the thing about mobile wallets: they're not emerging technology. They're not something shoppers need to learn or adopt. They're already using them every single day. This CapitalOne Shopping post outlines some recent data on digital wallets. It says that 4.3B people worldwide use them, just under half of Americans, and an astounding 91% of Indians!
When you hand your phone to the TSA agent at airport security, you're using your mobile wallet. When you tap to board the subway or scan into a sports stadium, that's your mobile wallet. Hotel room keys, parking passes, gym memberships, vaccination records—all of it lives there now. It's not a feature anymore. It's infrastructure.
And here's what that means for you: your customers have already trained themselves to check their wallets before they go somewhere or buy something. That's the moment your promotion needs to be present.
Mobile wallet usage has grown consistently year over year, with particularly strong adoption among younger demographics and urban shoppers. But more importantly, the behavior is universal. Everyone—regardless of age or tech savviness—understands how to use a pass that lives in their wallet. You don't need to teach them anything new.
Here's what makes digital wallet passes a powerful addition to your marketing mix.
Traditional channels like email, display ads, social media, and SMS excel at creating awareness and driving immediate action. They're essential for reaching customers where they already spend their time. But they're designed for the moment—which means they naturally fade once that moment passes.
Email gets filed away in busy inboxes. Display ads appear during a browsing session, then disappear. Social posts move down the feed. SMS threads grow with new conversations. None of this makes these channels less valuable—it's simply how they work.
The challenge is that customer journeys rarely happen in a single moment. A shopper sees your offer on Tuesday, gets distracted by life, remembers on Thursday while they're out shopping, but can't easily retrieve it when they need it. The awareness worked. The interest was there. What was missing was a persistent touchpoint at the moment of decision.
That's where wallet passes come in. They complement your existing channels by adding persistence to the journey. When a customer saves your offer to their digital wallet, it remains quietly accessible in a place they check multiple times a day—right alongside their payment cards, boarding passes, and event tickets.
You still use email, social, SMS, and display to create awareness and drive saves. But once someone adds your pass to their wallet, you have permission to be present when it matters most—whether that's three days later when they walk past your store, or two weeks later when they sit down to shop online.
It's not about replacing channels that work. It's about ensuring the connection doesn't break between awareness and action.
Here are a few use cases to help clarify the tremendous power that CJ Wallet can bring to a business.
In each case, the wallet connects intent to action, and you get measurable data at both ends.
CJ Wallet is currently available exclusively to fully managed CJ clients.
It works best if you run regular promotional campaigns like seasonal sales, flash offers, VIP deals, product launches. If you already have promotional content, it provides an additional, persistent delivery mechanism. The value multiplies if you're omnichannel with physical stores, though digital-only brands benefit too. Ideally, you can support unique or single-use codes to prevent code sharing, but that's not required.
Configure your promotion details, like discount, terms, exclusions, expiration, and set geographic triggers if you want to remind shoppers near your stores. Choose your redemption method: online code, in-store barcode, or both.
You can deploy wallet passes across every channel you already use—email, SMS, social, display ads, CTV, affiliates, deal sites. Every touchpoint becomes a wallet entry point. Your existing channels immediately get more valuable.
Once saved, the pass lives with boarding passes, event tickets, and loyalty cards. Configure time-based reminders ("Expires in 3 days") or location-based ones when shoppers are near your store. Push manual updates when needed. The wallet remembers so they don't have to.
Shoppers redeem in-store by presenting the pass at checkout (available through standard retailer reporting) or online by applying the code (with attribution to the wallet pass).
The question isn't whether mobile wallets are going to become a behavior. They already are. The question is whether your brand is going to meet shoppers where they've already learned to look.
The gap between discovery and purchase has always been messy. CJ Wallet doesn't eliminate the messiness—it gives you a tool to bridge it in a way that's measurable, persistent, and aligned with how people shop.
And for publishers, this isn't just an advertiser tool. You gain a new monetizable touchpoint with "Save to Wallet" calls-to-action in your placements. It's another way to re-engage shoppers and prove value in the commerce journey. When the shopper is ready to buy—days or weeks later—you still earn the commission.
A note on privacy: CJ Wallet is built on the foundation of customer consent. Shoppers choose to save passes, opt in to notifications, and control their own location settings. You gain insights into aggregate campaign performance and redemption patterns—not intrusive tracking of individual behavior. The wallet experience respects customer privacy while giving you the measurement capabilities you need to optimize your campaigns.
Ready to get started? Talk to our CJ Solutions team 👉 clientsolutions_cja_team_ww@cj.com.
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