CDP Pass Wallet: Scal-e’s Advanced Wallet Features

Introduction

At Scal-e, CDP Wallet connects the customer master, omnichannel activation, and the creation and update of digital cards for Apple Wallet and Google Wallet. The goal is clear: give marketing teams a no-code journey to launch digital pass campaigns, personalize fields directly from the CDP, distribute through the right channels, and track execution with a dedicated report. The standard flow runs in seven steps – from campaign setup to preview, then reporting – so you can industrialize Wallet operations without adding unnecessary complexity for business users.

Our value does not lie only in the UI. It is built on controlled interoperability with pass issuers and clearly defined integration points. The platform identifies the right contact, reads only the attributes it actually needs, then writes Wallet-specific elements when a pass is created or revoked, in order to preserve the correct link between card and profile over time. This standard integration framework keeps the system robust without relying on fragile, fully bespoke data flows.

Whatever the hosting model – cloud, composable (zero-copy) or on-prem – we keep the same functional core: a dedicated database per client (tenant isolation), omnichannel activation, access governance and privacy by default.

Functional overview of the Wallet channel

Within Omnichannel Orchestration, Wallet is treated as a first-class channel. You get a dedicated operation type (Digital pass), selectable card templates, personalization powered by the CDP, built-in preview, and reporting designed to analyze both distribution and execution quality. Together, these features ensure alignment across reference data, targeting, and the pass actually delivered.

In practice, the pass becomes a live touchpoint. Notifications appear frictionlessly on the lock screen to announce a balance update, a status change, an upcoming coupon expiry, or a new relevant offer. The pass content – text, visuals, links – is updated instantly after an event (transaction, booking, confirmation), so the customer always sees the latest version. Geolocation (GPS and iBeacon) enables proximity reminders that drive qualified footfall in stores or restaurants at the right moment. These capabilities turn Wallet into a powerful proximity channel, with no app to install.

Distribution is natively multichannel: acquisition at point of sale via QR/NFC, web and app integration, links embedded in email/SMS, social media posts, and in-store or near-store signage. Users add their pass in a single tap, on both iOS and Android, and then benefit from an ongoing relationship via updates and notifications. On top of this, we support dynamic links to transactional pages, editorial content, a customer account area, partner offers, or payment, so you can extend the experience beyond the pass itself.

Integration with pass issuers

Our standard integration with leading pass issuers is designed to keep things simple for marketing and reliable for IT. The platform systematically identifies the right customer, personalizes the card using only the required information, and keeps content updated throughout the relationship – whether that means text, status, dates, visuals, or deep links. For marketing teams, this translates into an immediately usable system: ready-to-use templates, data-driven personalization, pre-send previews, and clear post-send reporting. For IT teams, the framework brings safeguards around completeness and formats, usable logging of operations, and a permissions model adapted to distributed organizations (multi-country, multi-brand, multi-network). This avoids technical debt from ad hoc flows and integrates cleanly with your existing information systems.

Key capabilities and added value

Where Scal-e stands out is in the combination of four dimensions. First, real pass personalization designed for marketers: dynamic fields, enriched content, images and links all driven by data and updated without disruption. The drag-and-drop interface lets you iterate quickly on card layout while respecting issuer constraints. This day-to-day operability frees teams from constant technical back-and-forth and ensures consistent execution across Apple Wallet and Google Wallet.

Second, unique mobile reach. The pass appears in the customer's Wallet, and notifications – including geolocated ones – show up on the lock screen with direct access to the pass. This mechanism, which requires no app installation, maximizes visibility and builds a habit of use at every key moment in the journey (acquisition, conversion, post-purchase, loyalty).

Third, truly multichannel distribution that leaves no entry point behind. The pass can be downloaded in one click from an email, SMS, social post, web page, app, in-store QR code, or targeted ad flow, and remains compatible with both major mobile ecosystems, which secures adoption. This flexibility accelerates the growth of a qualified audience without being dependent on constant media repurchasing.

Lastly, connected, multilingual content. The card links to transactional journeys, a customer account, personalized offers or service information, and adapts to the language set on the user's phone – up to several dozen languages. This level of contextualization increases perceived relevance and encourages repeat usage.

Governance, observability and continuous iteration

Running Wallet at scale requires rigorous governance. We apply granular access rights and scoped views so local entities work only within their authorized perimeter while still complying with group standards. Execution metrics – targeted recipients, successful sends, failures, views – provide an immediate read on delivery quality, while logging allows you to trace sensitive operations. In real-life operations, this enables short improvement cycles: you quickly identify what is blocking (formats, missing fields, invalid IDs), fix it, and the next iteration gains in reliability.

Deployment and hosting options

The same Wallet features are available in managed cloud, in composable (zero-copy) mode – where the application runs as close as possible to your data – or on-prem. In all cases, teams keep the no-code journey, access to the data model, and operational reporting, with a dedicated database per client, fine-grained access rights, and privacy by default. Where required, the cloud can be aligned with stricter hosting and compliance frameworks without changing the functional scope of the Wallet. The choice of mode depends on your organization (IT/marketing split), hosting constraints, and system integrations. Our stable marketing interface and clear API framework on the integration side ensure Wallet fits naturally into your activation stack.

Conclusion

At Scal-e, CDP Wallet combines a controlled no-code journey, standard integration with pass issuers, and mobile engagement capabilities that are hard to match: lock-screen notifications, geolocation, instant post-event updates, multichannel distribution, dynamic content and links, multilingual support, and QR/NFC-based analytics. The result is a coherent, governed and measurable experience that adapts to your infrastructure choices without sacrificing business effectiveness.