Discover Financial Services (DFS) updated its iPhone mobile app last Wednesday to include reward redemption functionality for its partner gift cards, electronic gift certificates and Discover gift cards. 

“We’ve enabled a set of features that expand the redemption options,” says Sanjay Gosalia, director of mobile at Discover.

Cardholders can redeem cash-back bonuses from Discover in a number of ways, including through a Discover partner gift card or an e-certificate. With the app update, a customer can redeem a cash-back bonus points through his device and use the reward, such as an e-certificate, during the point of sale. Additionally, customers can sign up and enroll in cash-back rewards on their smartphones.

With the holiday season approaching, it’s an important time of year for such developments, Gosalia says.

In the latest app update, Discover also added the ability for a customer to refer friends in order to earn additional rewards for successful suggestions.

Discover updated its Android app earlier this month to include the ability to redeem a cash-back bonus.

The added functionality underscores the growing trend of card issuers and networks across the globe deepening their mobile apps to include reward redemptions.

Regions Financial (RF) also  recently updated its mobile app to include a cash-back rewards feature, which allows customers to see and activate offers straight from their smartphones.