With research showing that many Americans consider a strong rewards programme more important that interest rates when choosing which credit card to use, Chase has launched a new site promising to make its rewards more personalised.
A survey of 1000 Americans carried out for Chase by Mercator Advisory Group shows that 35% rank an attractive rewards programme ahead of other factors like interest rates and credit line when selecting which card to use most. In addition, more than half say that, as a rule, they try to use a credit card with rewards that are relevant to them.
Chase Card Services is attempting to tap into this with its new Ultimate Rewards site, which gives users a personalised dashboard and online rewards activity module displaying recent activity and points accrued.
Cardholders can 'like' offers, which then ensures that future content is tailored to their preferences, while spending habits are also used to customise rewards.
Jennifer Roberts, president, affluent/high net worth card business, Chase, says: "As the economy continues to gain momentum and consumer confidence rises, experiences and reward incentives have become a top priority for our cardholders. The new Ultimate Rewards website offers cardholders redemption options that are personalized and consistent with their lifestyle."
The importance of the rewards market has been seen in recent investments from card firms. In the last six months Discover Financial Services has joined a funding round for Buzz Points, MasterCard has agreed to buy PinPoint and Barclaycard has acquired The Logic Group.