Who is your ideal customer? This seems worse for marketers because it's yet another channel to integrate, and the messaging cannot be personalized. The market moved toward personalized marketing years ago, so a channel that lacks personalization seems destined to underperform.
Asking my shoppers/users to download someone else's app seems like a non-starter.
This all seems great for end-users, but terrible for the marketers/organizations that would actually be paying you.
I can see this working for conferences, but most of those have their own apps.