🏷️ Digital pass proximity notifications are unlocked on
the Loyalty Accelerate plan.
For Apple Wallet and Google Wallet
👾 This feature is currently in Closed Beta 👾
If you'd like to join the beta, please contact our support team.
Proximity notifications create timely nudges that encourage drop-ins when customers are already nearby. Notifications are sent through their digital loyalty pass when customers are within 100 meters of your store(s).
These messages can help:
Timely, in-the-moment engagement. Reach members when they’re most likely to engage.
More opportunities to drive in-store visits. Nudge members when they’re nearby to encourage in-store traffic.
Before you get started
To use digital pass push notifications, you must:
Enable the Customer Portal.
Allow customers to add a Digital Pass.
📝 Note: Digital passes are automatically available when the Customer Portal is published.
To confirm digital passes are enabled:
Open Content
Select Digital membership card
Turn the Use digital membership card toggle ON
To customize your digital pass:
Go to Customer Experience > Personal Device > Digital Pass
Customize your digital pass
Click Save changes
How do I turn on digital pass proximity notifications?
Follow these required steps to send proximity notifications for your digital loyalty passes.
1. Go to Loyalty > Digital pass notifications.
2. Toggle ON the nearby store prompt.
3. Click Edit settings.
3. Click Add location.
📝 Note: Apple and Google Wallet allow for up to 10 active store locations for a digital pass.
If you have more than 10 locations, you can add them all in the nearby store settings and switch which locations are active at any time.
4. Add your location name and site. Tags can be used to organize and easily identify different locations.
5. Add in your store location's latitude & longitude.
📝 Note: To find your location's latitude & longitude:
Open Google Maps
Search for your store location
Right-click (Windows) or Ctrl + Click (Mac) on your store location
Click on the coordinates to automatically copy the values
6. Paste the values before the "," in the latitude field.
7. Paste the values after the "," in the longitude field.
8. Click Save.
Your digital pass proximity notifications are now active.
How do I customize proximity notification messaging?
You can edit the message customers receive when they are near your store.
📝 Note: Custom messages for proximity notifications are only available with Apple Wallet. Google Wallet prompts users with a standard message to view their digital pass.
⚠️ Important: Digital pass notifications must be transactional.
Marsello reviews all notification messages. Messages that do not follow the rules will be disabled. Make sure your message follows these guidelines.
✅ Allowed examples
Hi {{first_name}}, you've got {{points_balance}} ready at {{store_name}}, drop in and say hi.
Hi {{first_name}}! You’re near {{store_name}}. Your loyalty pass is ready to use.
🚫 Not allowed
Discounts
Sales announcements
Product promotions
Examples to avoid
“20% off this weekend — shop now!”
“Come back and earn double points today!”
“Don’t miss our new arrivals.”
Edit your notification
1. Click Edit settings.
2. Click Edit next to the location message you want to update. Each location can have a customized message.
2. Enter a nearby store notification message.
Messages can be up to 100 characters.
Messages should only contain text. Links are not supported, since tapping the notification takes users directly to their digital pass.
💡Tip: You can customize your proximity notification by adding merge tags and emoji characters.
Customize your nearby store prompt by adding merge tags
Upon entering the details of your notification message, you may choose to add a merge tag to auto-include information such as the customer's first name, last name, points balance, VIP tier and/or loyalty program name. To include this information, select the merge tag drop-down menu.
Customize your nearby store prompt by adding emoji characters
Customize your notification message further by including emojis. To open the emoji keyboard select the happy face icon.
📝 Note:
Emoji characters normally take up more character space than 1 normal character.
3. Click Save. Marsello Support will review your message for compliance.
Your customers using Apple Wallet will now receive the message to their lock screen when they are nearby your store.
Your customers’ experience
Once proximity notifications are turned on, members will see a notification on their lock screen from their digital pass whenever they are within 100 meters of your store(s). The notification will stay visible while they remain in that range.
Tapping a notification takes customers to their loyalty pass in their digital wallet.
How will proximity notifications appear to my customers?
Notifications use your digital pass branding, which can be customized in Customer Experience > Digital Pass.
Who will receive proximity notifications?
Notifications are sent through Apple Wallet or Google Wallet. When a member adds your digital loyalty pass to their Digital Wallet, this is considered member-initiated opt-in.
For a customer to receive a proximity notification:
✅Member has your digital loyalty pass added to their wallet.
✅Member allows digital wallet notifications, which can be managed at any time in their digital wallet settings.
✅Member is within 100 meters of an enabled store location