© 2014, Corporate Insight, Inc. Credit Card MonitorSM Report | Mobile Rewards 1

Earning, Redeeming and Trading Rewards on MobileCredit Card Mobile Rewards Platforms

Published November 2014

© 2014, Corporate Insight, Inc. Credit Card MonitorSM Report | Mobile Rewards 2

Executive Summary � Mobile Rewards

Mobile transactions are growing in number and importance. Firms must regularly assess how

consumers can interact with their products and services via mobile devices, particularly

smartphones. For credit card issuers, this includes not only balance and transaction tracking,

but also mobile rewards account servicing and redemption. Credit card rewards provide

unique opportunities to create mobile experiences that not only mimic those found on

desktop rewards platforms, but go beyond them, including options such as mobile gift cards

and redemption for digital media. This report examines how Credit Card Monitor firms are

currently using their mobile platforms when it comes to rewards.

Currently, six firms offer some mobile tie-in with their mainline rewards program, either within a

mobile app or on a mobile optimized website. For example, American Express offers a

Membership Rewards section within its mobile apps, while Capital One offers No Hassle

Rewards within its multi-purpose credit card/banking app, as well as a rewards component

within the new Capital One Mobile Wallet app. Chase includes a link to the Ultimate Rewards

program within its mobile app, and opens the Ultimate Rewards mobile site within the

framework of that app. Discover offers a Cashback Bonus redemption platform within its mobile

app, and clients can sign up for bonus offers there as well. The least robust offering comes from

PNC, who does not provide access to its full rewards program, instead only allowing clients to

sign up for rewards-earning offers from the app. Finally, Wells Fargo provides a mobile-

optimized rewards site that is linked from within the app.

The best use of mobile rewards redemption that we found are mobile gift cards, which are

offered by American Express, Capital One, Discover and Wells Fargo. These four firms strongly

adapt rewards to mobile devices and create a new experience within a mobile context. Akin to

using the Starbucks app, mobile gift cards allow clients to use their phone screen for payment at

a merchant. American Express and Capital One expressly refer to this functionality as a mobile

wallet, while Discover calls them �eCerts,� and Wells Fargo prefers to call the service �eGift

cards.� Interestingly, Capital One clients only purchase mobile gift cards using the Capital One

Mobile Wallet app, but not within the main Capital One app. The service works the same for

each firm, as clients redeem for digital pre-paid cards using points within the issuer�s app, and

the app can then display active gift cards. Additionally, Discover�s gift cards can be displayed

within the Passbook app on iOS. American Express and Wells Fargo offer pre-defined gift card

amounts, while Capital One allows clients to �load up� digital cards with points.

Wells Fargo is the only firm that allows clients to book travel using their points or miles via the

mobile rewards offering. The firm allows clients to search for hotels, car rentals, cruises, flights,

vacations and �experiences� using their mobile site. Clients can also choose a �Create Your Own

Getaway� option. We were not sold on the viability of booking a trip on a mobile device, though

if firms are sure their clients want to do so, Wells Fargo manages to fit all redemption options

into a smaller window.

American Express, Capital One, Chase, Discover and Wells Fargo are ahead of the other five

firms tracked by Credit Card Monitor in providing a working mobile rewards platform with

multiple redemption options. Other credit card issuers would do well following the path

established by these early adopted as they build mobile rewards platforms in the future.

Key Findings

Of the five Credit CardMonitor firms thatoffer a mobile rewardsplatform:

All five offer mobile

rewards within the

framework of their

mobile app

Wells Fargo�s mobile app links toa mobile-optimizedrewards site

PNC only offers theability to sign up forrewards-generatingoffers, but does notinclude redemptioncapabilities

American Express,Capital One,Discover and WellsFargo offer mobilegift card wallets,allowing clients tostore gift cards andpresent their mobiledevice to retailersfor payment

Wells Fargo is theonly firm to allowclients to sign up forrewards-relatedalerts via theirmobile platform

Capital One informsclients of theirrewards earningsrate

Chase is the onlyfirm that provides agift card shoppingcart

Wells Fargo allowsclients to redeempoints/miles for astatement credit, acheck or a directdeposit, the onlyfirm to offer allthree options

Wells Fargo is theonly firm to allowclients to sign up forrewards-relatedalerts via theirmobile platform

Wells Fargo allowsclients to redeempoints/miles for astatement credit, acheck or a directdeposit, the onlyfirm to offer allthree options

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Wells Fargo

Wells Fargo offers a mobile-optimized rewards site that clients can access from the Wells Fargo

mobile app. The home screen offers options to earn rewards through special offers or redeem

rewards. Clients can also click a button to view activated rewards offers or mobile gift cards

purchased through the site.

Wells Fargo Rewards Home Screen (Left and Middle) and My Rewards Screen (Right)

The firm offers four redemption offers on the mobile site: gift cards, travel, digital downloads and an account credit. A

Help link accompanies these choices and tapping it opens an explanatory page regarding the redemption options.

Use Rewards Options (Left) and Rewards Help (Right)

Highlights

Pros:

Allowsredemptions formobile gift cards,digital downloadsand three cashoptions.

Cons:

Clients mustactivate mobileusing the web site,but the app doesnot inform clientsof this

Wells Fargo

Wells Fargo offers a mobile-optimized rewards site that clients can access from the Wells Fargo

mobile app.

Wells Fargo

Wells Fargo offers a mobile-optimized rewards site that clients can access from the Wells Fargo

mobile app.

The firm offers four redemption offers on the mobile site: gift cards, travel, digital downloads and an account credit. A

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Clients who choose to redeem points for gift cards can view an alphabetized list of retailers. The firm lists the lowest

redemption value available for each retailer as well. Clients can also view a map of retailers close to their current

location. The firm also provides options to filter by distance and category.

List of Available Merchants (Left) Merchants Map (Middle) and Gift Card Filters (Right)

When clients select a retailer from the list, the firm provides a somewhat lengthy description of the program details and

multiple point redemption options. Clients must accept the Terms and Conditions to complete a redemption.

Gift Card Redemption Screen

location. The firm also provides options to filter by distance and category.

redemption value available for each retailer as well. Clients can also view a map of retailers close to their currentredemption value available for each retailer as well. Clients can also view a map of retailers close to their current

location. The firm also provides options to filter by distance and category.location. The firm also provides options to filter by distance and category.

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Clients who select to redeem points for travel have seven options: hotels, car rentals, cruises, flights, vacations,

experiences and create your getaway. Each option provides search fields related to the choice (e.g. number of rooms,

duration of stay for hotels). Clients can access other travel options here by pulling down a menu from the top of the

screen.

Travel Redemption Menu (Left) Hotels Redemption Screen (Middle) and Flyout Travel Menu (Right)

The firm also offers digital downloads of music, movies, books and more as a redemption option. The final option for

redemption is for a cash deposit to a Wells Fargo account.

Wells Fargo Digital Downloads Section (Left) and Cash Redemption (Right)

Clients who select to redeem points for travel have seven options: hotels, car rentals, cruises, flights, vacations,

experiences and create your getaway. Each option provides search fields related to the choice (e.g. number of rooms,

The firm also offers digital downloads of music, movies, books and more as a redemption option. The final option for

redemption is for a cash deposit to a Wells Fargo account.

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The firm also lists merchants where cardholders can earn bonus points. The firm provides a list and offers are either

always ready to use or easily activated by touching a button on the screen. Clients can view available offers by merchant

category, alphabetically or on a targeted �Just for You� list. The firm also provides a link to the same Travel menu

provided for points redemption. The firm does not make it clear how clients can earn points by booking travel, though

some travel plans are listed with a savings offer (e.g., 35% off).

Available Points-earning Offers

Clients can transfer or gift rewards points to other Wells Fargo Rewards Program customers. The form for gifting is

accessible from the home screen, where clients can tap on their Rewards ID. From there the firm provides a link to the

transfer form.

always ready to use or easily activated by touching a button on the screen. Clients can view available offers by merchant

category, alphabetically or on a targeted �Just for You� list. The firm also provides a link to the same Travel menu

The firm also lists merchants where cardholders can earn bonus points. The firm provides a list and offers are either

always ready to use or easily activated by touching a button on the screen. Clients can view available offers by merchantalways ready to use or easily activated by touching a button on the screen. Clients can view available offers by merchant

Clients can transfer or gift rewards points to other Wells Fargo Rewards Program customers. The form for gifting is

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Transfer Rewards Form

Wells Fargo also offers exclusive Rewards Alerts within the app. The firm offers an overall Subscribe/Unsubscribe

button, followed by alerts for opportunities to earn and use rewards. Available alerts include a monthly newsletter,

upcoming auctions and alerts for special offers and announcements within specific merchant categories.

Rewards Alerts

Wells Fargo also offers exclusive Rewards Alerts within the app. The firm offers an overall Subscribe/Unsubscribe

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The firm also provides a Help screen with contact information and a Rewards FAQ.

Contact Information and FAQs

The firm also provides a Help screen with contact information and a Rewards FAQ.