ROLLER Loyalty helps venues turn first-time visitors into repeat guests by giving them a reason to come back and rewarding them when they do. With points-based, spend-based and product milestone rewards built into ROLLER, you can drive repeat visits that strengthen guest relationships and increase guest spend using the data you already capture every day.
This guide covers the key concepts and how loyalty works in ROLLER — the lifecycle, rule types, reward types and what qualifies for earning.
How the loyalty lifecycle works
At its core, loyalty follows a simple arc:
- Enroll — Guests join your program after a purchase or by creating an online account. Once enrolled, all future qualifying purchases are tracked automatically.
- Link — With ROLLER Payments, the payment card used at checkout is linked to the guest's loyalty account, so future purchases can be attributed automatically — reducing missed earning opportunities for guests who don't identify themselves at the counter. Without a linked card, guests are matched using their email or phone number at checkout.
- Earn — Guests earn points or progress toward a reward on every qualifying purchase. Earning is recorded after a booking is redeemed at POS or a booking item expires.
- Redeem — When a guest meets the conditions of an earning rule, they unlock a reward. They can redeem it at POS with staff assistance, or through the online checkout when signed in to their account.
- Stay engaged — Guests can view their points balance, available rewards and progress toward future rewards in their online account. Automated reminder emails keep them connected between visits so rewards don't go to waste.
What loyalty is not
Loyalty is designed for ongoing guest relationships, not short-term sales tactics.
- Not a discount campaign. Discounts reduce price to drive immediate sales. Loyalty rewards guests for returning over time — the value builds with each visit.
- Not a membership. Memberships are designed for your most committed, high-frequency guests. Loyalty is built to engage a broader base — typically reaching 20–30% of guests compared to 5–15% for memberships.
- Not a one-time promotion. Loyalty runs continuously in the background. Once your rules are active, guests earn and progress automatically on every qualifying purchase — there's nothing to restart or reset between campaigns.
Enrollment
Once your program is active, guests can join through several paths:
- From a loyalty invitation email sent automatically after a purchase at POS or online.
- By selecting Join Loyalty on the booking confirmation page after an online purchase.
- From the order confirmation email, if the loyalty invitation panel is enabled.
- By creating an online account. This also enrolls the guest automatically.
- From a QR code at your venue linking to your online accounts login page.
For the invitation email to send, the guest must be the booking holder, have a valid email address and be subscribed to your mailing list.
Program rules
Each program rule defines how guests earn and the reward they receive. Each rule type is designed to support a different business goal — rewarding overall spend, encouraging guests to hit a total spend target or driving repeat purchases of a specific product. ROLLER Loyalty supports three rule types.
| Rule type | How it works |
|---|---|
|
Points-based (per $ spent) |
Guests earn points on every dollar spent on qualifying purchases. Points accumulate and convert to a fixed dollar discount at redemption. For example, 100 points = $1 off. Only one per $1 spent rule is allowed per program, and points are the only reward type available for this rule. |
|
Spend-based (cumulative spend) |
Guests unlock a reward once their total spend across visits reaches a configured amount. You set the threshold and the reward type. Earning progress is recorded after each qualifying product is redeemed at POS or expires. For example, spend $250 across visits, get $10 off. Keep in mind: this rule repeats automatically, so one cumulative spend rule is usually enough. Running multiple rules of this type simultaneously means rewards can accumulate faster than intended. |
|
Product milestone (product purchase) |
Guests unlock a reward after purchasing a specific product a set number of times — just like a traditional punch card, but tracked automatically. Progress is recorded after each qualifying booking is redeemed at POS. For example, buy 10 jump passes, get 1 free. This rule also repeats automatically, so the same applies — one rule is usually enough. |
Earning applies to qualifying purchases. Gift cards, membership recurring payments and membership redemptions are excluded.
Reward types
Three reward types are available: points, fixed amount discount or free product.
Points are the only option for the per $1 spent rule. Spend-based and product purchase rules can use any of the three.
| Reward type | How it works | Example |
|---|---|---|
| Points | Guests earn points on qualifying purchases. Points convert to a dollar value that guests can apply as a discount at checkout — they choose how much of their balance to use. | 200 points = $2 discount. |
| Fixed amount discount | Guests unlock a set dollar discount once they meet the earning rule condition. | Spend $500, get $10 off. |
| Free product | Guests unlock a specific product for free once they meet the earning rule condition. | Buy 10 jump passes, get 1 free. |
For each rule, you configure the reward value, such as the discount amount or which product is awarded for free. See Set up loyalty rules and rewards in Venue Manager (beta) for setup instructions.
Which reward types are available for each rule
Not all reward types are available for every rule. Points are the only reward type available for the per $1 spent rule. Spend-based and product purchase rules support all three.
| Points | Fixed amount discount | Free product | |
|---|---|---|---|
| Per $1 spent | ✓ | — | — |
| Spend-based | ✓ | ✓ | ✓ |
| Product purchase | ✓ | ✓ | ✓ |
Bonus reward rules
Bonus reward rules are rewards issued automatically when a guest hits a specific trigger. They run separately from your earning rules and do not require a purchase to trigger.
ROLLER Loyalty currently includes one bonus reward rule type:
Sign-up/Welcome — a reward issued automatically when a guest enrolls in your program. Use this to give guests an immediate reason to join and make their first redemption, proving program value from day one. For example, a guest who signs up receives $10 off their first purchase. The reward is issued once per guest, even if they leave and re-join the program.
You configure bonus reward rules in your loyalty setup in Venue Manager, including the reward type, reward value and expiry period. See Set up loyalty rules and rewards in Venue Manager (beta) for setup instructions.
Points redemption value
When your program includes a points-based rule or rules with points as the reward type, you set how much each point is worth at redemption.
For example, if 1 point = $0.01, a guest with 500 points can get $5 off ($0.01 x 500 = $5).
The point value applies whenever points are redeemed — whether earned through the per $1 spent rule or awarded as the reward for a spend-based or product purchase rule.
See Set up loyalty rules and rewards in Venue Manager (beta) for setup instructions.
Reward expiry
Rewards can expire after a set period if unused. For example, a reward with a 30-day expiry unlocks on the day the guest qualifies and must be redeemed within 30 days.
You can configure the expiry period at the program level, which applies to all rules. Each rule can also override the program-level expiry with a rule-specific expiry in months or days.
Guests receive a reminder email two weeks before their rewards expire, giving them a reason to return.
See Set up loyalty rules and rewards in Venue Manager (beta) for setup instructions.
How guests earn points and progress
Points and progress are recorded after a qualifying booking item is redeemed at POS or expires.
Points are awarded to the booking holder only, giving them a direct reason to be identified at checkout. If multiple guests contribute to a payment, all points go to the booking holder.
The following purchases are excluded from earning:
- Gift card purchases
- Membership recurring payments and membership redemptions
- Transactions where a reward brings the total to $0 — for example, if a guest uses 500 points to get $5 off a $5 purchase, no points are awarded on that transaction
For party and event bookings, the booking holder earns the points regardless of how many guests are in the group.