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Currently some customers have 'rewards' which is meant to introduce the rewards programs to users who don't have an account and/or rewards program. This menu option is still presented to users who have a rewards program and it is confusing. Users w/ a rewards program think the 'rewards' menu is where they will find their account detail and when they don't see it they submit a support request.
Rewards program is actually tucked away under the my account menu.
Significant contributor to support tickets
Consider making the 'rewards' menu dynamic and/or indicating int he site header where a user can access their points/rewards.