ROLLER Loyalty helps venues reward guests for coming back with spend-based and milestone rewards, encouraging repeat visits, higher spend and long-term guest value. Built into ROLLER, Loyalty works with your existing bookings and payments, making it simple for guests and staff to use.
This guide explains what ROLLER Loyalty is, how it works, and the rule and reward types available in beta.
What loyalty is
ROLLER Loyalty is a native loyalty platform built for attraction venues. You can create a loyalty program that encourages guests to return, spend more over time and stay engaged with your venue, without relying on third-party integrations.
Loyalty programs in ROLLER are built from two parts:
An earning rule, which defines how guests earn points or progress toward a milestone.
A reward, which defines what guests receive once they meet the earning rule.
This gives you flexibility to create a program that matches your venue’s goals.
How loyalty works
ROLLER Loyalty follows a simple flow:
Guests enroll in the program.
Their payment card is automatically linked to their loyalty account.
They earn points or progress towards milestones on qualifying purchases, verified after attendance.
They redeem rewards at POS or through the online checkout.
Guests can also view their loyalty balance in their online account. Staff can manage guest loyalty accounts from the guest record in Venue Manager.
How guests join loyalty
After loyalty rules are activated, guests who are subscribed to marketing emails receive an invitation to join loyalty after making a purchase online, at POS or via Venue Manager.
To join, they select Accept & Join in the invitation email and agree to the Loyalty Terms and Conditions. They are then automatically enrolled in the program and receive a welcome email.
You can customize both emails in Email templates in Venue Manager.
Guests can also enroll after purchasing through the online checkout via their online account.
Once enrolled, qualifying purchases are tracked against the venue’s loyalty rules, and future qualifying purchases can count towards loyalty rewards.
How guests earn rewards
Guests earn rewards through the loyalty rules you set up for your venue. These rules determine whether guests earn points on spend or make progress towards a milestone reward.
For example, a venue can offer 2 points per $1 spent, $10 off after a guest spends $250, or a free jump pass after 10 jump pass purchases.
In beta, ROLLER Loyalty supports three earning rule types.
This is an always-on earning rule. Guests earn points on every dollar spent on qualifying purchases. Those points can later be redeemed as a monetary discount.
Example: Earn 2 points per $1 spent.
This is a spend milestone rule. Guests unlock a reward once their total spend across visits reaches a configured threshold.
Examples:
- Spend $500, get $10 off.
- Spend $500, get 1000 points.
This is a quantity milestone rule. Guests unlock a reward after purchasing specific products a set number of times.
Examples:
Buy 10 Jump Passes, get 1 free.
Buy 5 Jump Passes, get 1000 points.
Reward types
Each earning rule can be paired with one of three reward types in beta. This gives you control over how guests are incentivized.
Guests accumulate points that convert to a monetary discount. At checkout, they can choose how many points to redeem.
Example: A guest uses 500 points to receive a $5 discount.
Guests unlock a set dollar discount once they reach a milestone. This gives guests a clear and easy-to-understand reward.
Examples:
- Spend $500, get a $10 discount.
- Buy 10 coffees, get a $5 discount.
Guests unlock specific products for free once they meet the milestone trigger. This can offer high perceived value at a lower delivery cost to the venue.
Examples:
- Buy 10 coffees, get 1 free.
- Spend $500, get 1 jump pass.
How guests redeem rewards
Guests can redeem rewards through the online checkout or at POS.
In their online account, guests can view their available rewards and points balance and redeem rewards during checkout. Rewards are applied automatically at checkout, with the option for the guest to remove them.
At POS, staff can view a guest’s available rewards, offer the reward to the guest they are serving and apply it during checkout.
What to keep in mind
Loyalty earning applies to qualifying purchases.
Points and progress are verified after attendance.
If the guest does not attend, no points or progress are awarded.
Rewards unlock automatically when the earning condition is met.
Rewards can be redeemed through POS and the online checkout.
Guests can track their balance in their online account.
Design rewards that motivate repeat visits
Design your loyalty program so it feels:
Simple to understand.
Achievable within a realistic number of visits.
Valuable enough to motivate repeat behaviour.
If rewards take too long to unlock, engagement may drop. If rewards are too generous, margin may suffer.
What loyalty is not
Loyalty is not:
- A discount campaign (temporary price reductions designed to drive short-term sales).
- An automatic membership (guests must actively accept Loyalty Terms and Conditions to enroll).
- A one-time promotion (loyalty is ongoing, not time-limited).
It is an ongoing program designed to encourage and reward return visits and increase guest spend.