HSBC wants to give its U.S. credit card customers a better shopping experience.

The London-based bank is working on creating a rewards program that reads customer data to predict how they might redeem their credit card points so it can market the offerings of a certain category —  travel, merchandise, gift cards or cash — more actively.

It’s a little bit like online retailers that push certain products to consumers based on their preferences and previous activity.

The bank has partnered with Maritz Motivation Solutions, a provider of loyalty programs to U.S. and global companies whose technology suggests a redemption category to promote to each credit cardholder and calculates the percentage of customers likely to redeem in different categories.

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