How do I make an Apple Wallet pass appear when a customer is near my store?

In the Apple Wallet pass builder, add the places where the pass should become relevant. iPhone then surfaces the pass on the lock screen with your text when the customer is nearby. There are two options, and you can use either:

• LOCATION-BASED RELEVANCE: map-based locations, which suit outdoor places. Click the map, search an address, paste coordinates, or import a geozone. For each location, set the lock screen text. A max distance (in meters) controls how close the user must be. You can add up to 10 locations.
• IBEACON RELEVANCE: ties the pass to physical iBeacon transmitters. This works indoors, where map-based location services are unreliable, for example at a store entrance. Click Add beacon (up to 10 in total) and set for each:
• Proximity UUID: the beacon's identifier.
• Major and Minor (optional): narrow the match to a venue and a single beacon, each a number from 0 to 65535. Leave both empty, or set both to 0, to match any beacon with that UUID.
• Relevant text: the text shown on the lock screen when the pass becomes relevant.

To open the builder, go to Campaigns → Wallet Passes, open the All passes tab, select Apple Wallet, and click Create pass.

Learn more: Apple Wallet pass builder