Choose the right loyalty rule for your goal (beta) – Help Center

Increase visit frequency or encourage higher spend per guest by choosing the right loyalty rule. This guide helps you match your goal to the right rule type and design a commercially sustainable program.

Loyalty is currently in beta and available to selected venues. To learn more, contact your customer success manager or the support team.

Choose your rule

If you want to…	Use this rule type	Why
Reward spend across eligible purchases and encourage guests to spend more per visit.	Per $1 spent	Guests earn points on every dollar, making each purchase feel rewarded. Guests who know they’re earning are more likely to add extras to their order.
Motivate guests to increase their total spend over time to hit a goal.	Cumulative spend	Guests unlock a reward after reaching a spend milestone across visits. As they get closer, they’re motivated to top up their purchase to reach it sooner.
Drive repeat visits for specific products or promote a hero product.	Product purchase (quantity)	Guests must purchase specific items a set number of times to unlock a reward, encouraging repeat visits and increasing sales.

Points and earning progress are recorded only after guests attend the venue and redeem (check in) their bookings at POS.

Rule type breakdown

Per $1 spent (always-on earning)

Best for: Increasing average transaction value (ATV) and creating a simple, easy-to-explain baseline program that makes every purchase feel rewarded.

How it works	Guests earn points for every dollar spent on eligible purchases. Points are awarded after the booking has been redeemed at POS (checked in).
Why it works	Guests often spend more to maximize point earnings. An always-on earn rule encourages guests to consolidate spend and add extras to their order. It’s easy for staff to explain: “You earn points for every dollar you spend.”
You configure	Earn rate – how many points guests earn per $1 spent. Point value – how much each point is worth at redemption. (Optional) Which products are eligible to earn points. Points accumulate over time and convert into a monetary discount when redeemed.
Example	Earn rate: 2 points per $1. Point value: 1 point = $0.01 (100 points = $1). A guest who spends $100 earns 200 points = 2% discount.
Keep in mind	Only one per $1 spent rule is allowed per program. The earn rate and point value together determine how generous the program feels and help you control program cost.

Cumulative spend

Best for: Increasing ATV, encouraging guests to spend more to hit a threshold, and driving longer-term retention.

How it works	Spend accumulates across visits until the total spend milestone is reached. Once the threshold is met, the reward unlocks. Earning progress is recorded only after the booking has been redeemed at POS. In beta, the rule automatically repeats after a reward is unlocked.
Why it works	Guests often spend more to maximize point earnings. An always-on earn rule encourages guests to consolidate spend and add extras to their order. It’s easy for staff to explain: “You earn points for every dollar you spend.”
You configure	The total spend required to unlock the reward. The reward unlocked when the milestone is reached (points, free product, or fixed discount). (Optional) Which products count toward the spend total.
Example	Spend $500 total. Unlock $10 discount. Unlike per $1 spent, this rule does not reward every purchase. The discount unlocks only after the full spend milestone is reached.
Keep in mind	Guests do not earn incremental rewards — they unlock the reward only once the milestone is reached.

Product purchase (quantity)

Best for: Driving repeat visits, increasing visit frequency, and building habits around a specific product or attraction. It can also support seasonal or campaign-based promotions.

How it works	Guests unlock a reward after purchasing specific products a set number of times. Progress is recorded after the booking has been redeemed at POS (checked in). In beta, the rule automatically repeats after a reward is unlocked.
Why it works	This is the classic “stamp card.” Gueests purchase more frequently as they approach the reward milestone. Highly tangible and easy to understand. Easy for staff to explain and promote. Strong driver of repeat visits for a specific attraction.
You configure	The trigger product(s) — what guests purchase to make progress. The number of qualifying purchases required. The reward — points, a free product or a fixed discount.
Example	Buy 10 60 min Jump Pass → Get 1 free Jump Pass. Buy 10 60 min Jump Pass → Get 1000 points. Buy 10 60 min Jump Pass → Get a $20 discount.
Keep in mind	Only purchases of the selected product count toward this rule.

How to design a sustainable loyalty program

Set your point value first

Start by deciding what one point is worth before setting your earn rate.

A simple starting model: 1 point = $0.01 (100 points = $1).

Select a value that feels rewarding to guests, remains easy for staff to explain and is simple to model financially.

Choose a target reward rate

Most venues start with a total give-back of 2–5% of eligible revenue.

2 points per $1 ≈ 2% give-back.
3 points per $1 ≈ 3% give-back.

Make milestones attainable

The goal-gradient effect works best when the goal feels reachable.

Set product milestones around the 6th–10th purchase.
Set spend milestones close to what a regular guest could reach within a few months.

Use fixed discounts strategically

Keep discounts meaningful enough to feel real but small enough to protect margin.

$5–$15 works well in many attraction contexts.
Aim for rewards around 2–5% of the revenue milestone.

Choose the right trigger product

Your goal	Recommended trigger	Why
Get guests to visit more often.	Your most popular, visit-defining product (eg admission or session pass).	The milestone compresses time between visits even for habitual purchases.
Build a new purchasing habit or increase attach rates.	A secondary product guests could buy but currently underuse.	Every triggered purchase represents incremental revenue.
Both	Run two separate rules — one for frequency and one for habit-building.	Each rule is optimized for its own goal.

Choose the right reward product

The reward should feel worth the effort while protecting your margin. This balance is known as the loyalty margin.

Question	What to look for
Does it feel worth the effort?	Guests typically perceive a strong reward as about 10–15% of what they’ve spent.
Does the cost work for us?	Choose rewards with low marginal cost to deliver or restrict them to off-peak times if needed.
Does it match the trigger strategy?	Popular trigger products often pair well with the same product as the reward or a new-trial product.
Is it easy to explain?	Guests immediately understand rewards like “Get a free session” or “$10 off your next visit.”

Example starter loyalty program

Combine rule types so each drives a different behavior.

Rule 1 — Per $1 spent (baseline)

Earn 2 points per $1 | 100 points = $1.

2% always-on give-back so every purchase feels rewarded.

Rule 2 — Spend milestone (reason to return)

Spend $200 → get $10 off next visit.

Creates a clear milestone and reason to return. Guests often increase spend as they approach the threshold.

Rule 3 — Product milestone (repeat visitation)

Buy 8–10 general admissions → get 1 free.

Visible progress toward a free reward drives repeat visits.

Prefer a simpler program?

You can use points as the reward for all rules.

Spend $200 → get 1,000 bonus points.
Buy 10 admissions → get 1,000 points.

This simplifies cost modeling and gives guests flexibility. However, tangible rewards like free products or fixed discounts often feel more motivating than abstract point balances.

Learn more

To learn more about customizing preset rules or creating new rules, see the guide Set up loyalty rules and rewards in Venue Manager (beta).

Sources and further reading