By evolving the product until it needed almost no coding. Brian says early objections were about "too much, sort of coding and technical integrations," but now the whole add-to-wallet-and-scan flow "takes sort of like 1 to 2 minutes. You don't have to do any integrations."
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Brian says the biggest early objection was that "providing a product into the mobile wallet and then using it for advertising, at a beginning of our journey there was too much, sort of coding and technical integrations needed." As they worked with more retailers and brands, they evolved it to require less. He gives the example that a brand like L'Oréal, Mars or Jack Daniels could "go to a Chemist Warehouse or Dan's Murphy and buy like" a hundred thousand barcodes, load them into the platform, customise the journey, and a customer could click a social media ad, add it to their wallet, and "come and scan in demo fees immediately." His framing: objections "went from like technical and security to, like, now there's nothing really to worry about. And you can do it yourself."