US department store Kohl’s has become the first retailer to integrate its own rewards program into the Apple Pay mPayment platform without requiring customers to use its own store card.

At 250 participating locations, Kohl’s customers can now earn Yes2You Rewards points when they make purchases using Apple Pay; and Kohl’s plans to extend this functionality to stores across the US by the end of May. Moreover, those points can be accrued regardless of the payment card used, so customers aren’t restricted to the Kohl’s store credit card that was integrated into Apple Pay last autumn.

It’s a relatively small but substantial win for Apple Pay as the platform further normalizes such mPayments in the traditional retail space. Moreover, as 9to5Mac notes, other merchants including JCPenny, Whole Foods, and Dunkin’ Donuts are also preparing to integrate their own loyalty cards into Apple Pay, which could lead to similar rewards programs down the line. If the Kohl’s model succeeds in fostering repeat customers using Apple Pay, it could prove highly appealing to other merchants, and a win for shoppers, too.

Source: 9to5Mac