Location-based wallet surfacing works when the offer is relevant and the customer already opted into the pass.
Attach relevant locations to the pass
Define store coordinates on the pass so Apple Wallet and Google Wallet can show it on the lock screen nearby.
Limit concurrent campaigns
Run one primary nearby offer per segment to avoid conflicting messages.
Combine with in-pass fields
Update the offer text on the pass itself when the customer enters the geofence so the notification and pass content align.