Samsung is adding merchant membership and loyalty cards to its payment service in the US, as it competes against rivals Apple and Google.

According to research firm Colloguy, the average US household possesses nearly 30 loyalty cards. Samsung aims to make managing this array of cards easier via users’ smartphones.

However, Apple Pay and Android Pay already offer this feature. And Samsung did not specify any particular membership or loyalty cards which it supports so far.

Samsung’s announcement gives several examples of the kind of membership and loyalty cards that can be uploaded to Samsung Pay, including gym, drug, grocery store or other retailers, as well as others such as insurance and personal identification.

In a shop or other outlet, users launch the Samsung Pay app, select the relevant card, hold their smartphone screen up to the merchant’s scanner, and then let the card’s barcode be scanned at the register.