Discover Financial Services cardholders can now divvy up the rewards they earn, applying them to products bought through its redemption website and toward their card balances.
The "split-pay" option announced Wednesday by the Riverwoods, Ill., issuer is one of several redemption features made available by a Discover bonus program. The revamped site also will make personalized offers based on a cardholder's Discover card purchase habits and previous redemption behavior.
For example, if a card[hold]er makes purchases at a department store, then we may offer them a department store partner gift card as a redemption option, or if they've redeemed for an electronics partner gift card in the past, then we may offer an electronic "device," according to an e-mail from Mai Lee Ua, a Discover spokeswoman.
MasterCard Inc. also makes personalized merchandise offers through a shopping site it started in April.
