When a discount is clearer
A discount may fit when the primary goal is removing a checkout barrier and the merchant wants the benefit reflected directly in the order total. The customer sees the economics before payment.
When an incentive card may fit
A card-led offer may fit when the eligible purchase itself should remain visible at its listed price and the reward is part of a post-purchase experience. Customer terms and delivery timing must make that distinction unmistakable.
Compare on more than face value
Evaluate margin impact, qualification rate, cancellation and return handling, support load, participation, redemption, and the timing of customer value. Use a consistent commercial objective for both options.