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Chase personalizes, simplifies card rewards with mobile Web revamp

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October 16, 2014

Chase rewards Web site, on mobile.

Chase rewards Web site.

Chase Card Services has launched a mobile rewards Web site that makes the rewards process for credit-card customers easier to access and understand while making it more personal.

The Ultimate Rewards Web site unveiled by the division of JPMorgan Chase includes a dashboard that displays the user’s rewards activity and points accrued, curated travel content and guides with recommendations for hotels, restaurants and activities, as well as opportunities to like reward offerings and tailor content by favorites.

The launch reflects how banks are turning to mobile to as increasingly confident card holders prioritize rewards incentives.“We know consumers are continually on the go and expect access to their rewards from wherever they are,” said Jennifer Roberts, president of Chase’s affluent /high net worth card business. “The new Ultimate Rewards digital experience makes navigating rewards easier and faster with a personalized dashboard and device compatibility so cardholders can access their rewards information from all Internet-enabled devices.

“Our focus is providing Chase cardholders with a one-stop-shop for rewards information,” she said. “Based on our research we found providing a more personalized and engaging digital platform will improve the online experience of our loyal cardholders.”

Responsive design
With the redesign, Chase aimed to offer cardholders a responsive site that would be accessible from smartphones, tablets and desktops.

Travel rewards promise no restrictions.

Travel rewards promise no restrictions.

Clear, simple breakdowns make the site easier to use in booking trips, redeeming points for products and finding things to do wherever they are. The modular design lets users see more of the rewards in which they are interested. It also lets customers earn more bonus points when they shop through Chase.

Users can see how many points they can redeem now and how many points could be added to their next statement based on their activity.

Customers also can get cash back easily with clear, step-by-step screens. They can get statement credits directly deposited into most Chase checking and savings accounts.

A video demonstration of the service can be found here.

Mobile is well suited for rewards, an increasingly important consideration for credit card users. A recent Chase-Mercator Advisory Group survey found that 35 percent of consumers ranked an attractive rewards program ahead of other factors such as interest rates and credit line when selecting which credit card to use most.

Fifty-five percent of consumers surveyed said that, as a rule, they try to use a credit card with rewards that are relevant to them.

The survey, conducted Aug. 8-14, reached 1,000 adult consumers ages 21 and older who owned a general purpose credit or charge card.

Mobile has quickly become an important channel for banks. No longer an emerging technology, consumers are becoming more comfortable using their mobile devices for a wide range of financial services.

In its recent U.S. Mobile Banking Functionality Benchmark, Forrester Research evaluated the five largest retail banks in the U.S., with Chase and U.S. Bank tied for first place overall.

Tailoring preferences
Customers are expected to greet the new Chase rewards site enthusiastically.

Promising cash back via direct deposit.

Promising cash back via direct deposit.

“We expect our customers will enjoy a digital experience that is more personalized and surfaces rewards which are tailored to their lifestyle and preferences,” Ms. Roberts said.

“Chase Sapphire cardholders are the first to rollover to the new Web site. Chase Freedom, Ink from Chase, Corporate Flex, JPM Select and Palladium will have access to the new Web site next month.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York.

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