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Feature 15: Loyalty Programs

The Loyalty Programs module lets rental businesses create and manage customer rewards programs. Customers earn points on every rental, advance through tiers (Bronze, Silver, Gold, Platinum), redeem points for free rental days or discounts, and receive milestone bonuses when they hit rental count targets. The program is fully configurable — each business can define its own earning rules, tier thresholds, reward catalogue, and exclusion conditions.

Audience: Operations managers, administrators | Module: Loyalty Settings | Access: Settings → Loyalty Settings

Overview

The Loyalty Programs module lets rental businesses create and manage customer rewards programs. Customers earn points on every rental, advance through tiers (Bronze, Silver, Gold, Platinum), redeem points for free rental days or discounts, and receive milestone bonuses when they hit rental count targets. The program is fully configurable — each business can define its own earning rules, tier thresholds, reward catalogue, and exclusion conditions.

Loyalty programs are a direct driver of repeat bookings. A well-configured program turns one-time renters into regulars by giving them a tangible financial reason to return.

Program List View

Opening Loyalty Settings shows all configured loyalty programs for your tenant. Each program card displays: program name, status (Active/Inactive), total enrolled members, and the number of tiers configured. Click a program to open its detail view.

Creating a New Loyalty Program
  1. Click New Program from the program list.
  2. Fill in the Program Settings (see fields below).
  3. Configure Tiers, Rewards, Milestones, and Exclusions using the tabs.
  4. Set status to Active when ready to go live.
  5. Click Save.
Program Settings Tab
 
 

Field

 

Description

 

Program Name

Displayed to customers (e.g., "RentWorks Rewards")

Points per Dollar

How many points the customer earns per $1 spent on rental charges

Points per Rental Day

Flat bonus points earned for each rental day (in addition to spend-based points)

Points Expiry (months)

How long earned points remain valid before expiring — set 0 for no expiry

Minimum Rental Days

Minimum rental length required for a booking to earn points

Status

Active = points are awarded on eligible rentals; Inactive = program is paused
 
 
 
Tiers Tab

Tiers create progression levels that unlock benefits as customers accumulate points.

 
 

Field

 

Description

 

Tier Name

e.g., Bronze, Silver, Gold, Platinum

Points Threshold

Minimum cumulative points required to reach this tier

Points Multiplier

Bonus earn rate for this tier — e.g., 1.5× means Gold members earn 50% more points per dollar

Benefits Description

Free text describing the perks — shown to customers (e.g., "Free upgrade on all bookings")
 
 
 

Example tier structure: Bronze: 0 pts (1× multiplier) → Silver: 500 pts (1.25×) → Gold: 1,500 pts (1.5×) → Platinum: 5,000 pts (2×)

Rewards Tab

Rewards are items customers can redeem their points for.

 
 

Field

 

Description

 

Reward Name

e.g., "Free Rental Day", "$10 Discount", "Free GPS Add-on"

Points Cost

How many points the customer must spend to redeem this reward

Reward Type

Free Rental Day, Discount Amount, Free Add-on, or Custom

Minimum Tier

The lowest tier required to redeem this reward (leave blank for all tiers)

Active

Toggle to enable or suspend a reward without deleting it
 
 
 
Milestones Tab

Milestones grant one-time bonus points when a customer reaches a rental count target.

 
 

Field

 

Description

 

Rental Count

e.g., 5th rental, 10th rental, 25th rental

Bonus Points

Points awarded when the customer hits this count

Description

Optional note shown to customer (e.g., "Congratulations on your 10th rental!")
 
 
 
Exclusions Tab

Exclusions prevent certain rentals from earning points.

 
 

Exclusion Type

 

Example Use

 

Vehicle Class

Exclude Economy cars from earning points on promotional campaigns

Rate Code

Exclude insurance replacement rates from earning loyalty points

Rental Reason

Exclude corporate fleet management rentals

Location

Exclude rentals at specific locations (e.g., partner or franchise locations)
 
 
 
Members Tab

View all customers enrolled in the program. The members list shows: customer name, enrolment date, current tier, total points earned, redeemable points balance, and number of rentals under this program. Click a member to view their full loyalty history and point transaction log.

Real-World Use Cases

Use Case 1 — Launching a First Loyalty Program

Situation: A rental company wants to stop losing repeat customers to competitors and launch its first loyalty program in 2 weeks.

Solution: Settings → Loyalty Settings → New Program → Name: "DriveRewards" → Points per Dollar: 10 → Points per Day: 5 → Expiry: 12 months → Add tiers: Bronze/Silver/Gold → Add rewards: 500 pts = $5 off, 1000 pts = free rental day → Activate. All new rentals start accumulating points from day one.

Use Case 2 — Rewarding a Long-Standing Customer

Situation: A corporate customer has rented monthly for 2 years. They're at Gold tier with 4,200 points and want to redeem a free rental day.

Solution: When creating their next reservation, the counter agent clicks Apply Reward in the reservation summary panel → selects "Free Rental Day (1,000 pts)" → the daily charge is zeroed and 1,000 points are deducted. Customer's remaining balance: 3,200 points.

Best Practices
  • Keep tiers achievable — If Bronze requires 5,000 points and most customers only earn 100/year, the program feels pointless. Set thresholds based on your average rental value and frequency.
  • Offer a quick first reward — A reward achievable after 2–3 rentals (e.g., $5 off) gives new members an immediate incentive to return before they forget about the program.
  • Use exclusions carefully — Excluding too many rate codes or classes dilutes trust. Only exclude where there is a genuine commercial reason (e.g., insurance replacement rates already discounted).
  • Set a points expiry — Without expiry, the liability on the books grows indefinitely. 12–24 months is a common industry standard.
Common Questions & Troubleshooting
 

Question

 

Answer

 
 

Question

 

Answer

 

A customer says they didn't earn points on their last rental — why?

Check the Exclusions tab on the program. The rental's rate code, vehicle class, or rental reason may be excluded. Also verify the rental met the minimum rental days requirement.

Can a customer be enrolled in multiple programs?

Yes, if multiple programs are configured and active. Points accumulate separately per program.

Can I manually adjust a customer's points balance?

Yes — open the member record in the Members tab → click Adjust Points → enter the amount and reason. This creates an audit entry.

What happens to a customer's points when a program is deactivated?

Existing points are preserved. Customers can still redeem them, but no new points are earned until the program is reactivated.

How does a tier downgrade work?

Tier status is recalculated annually (or per the configured review period). If a customer's points fall below the threshold — due to expiry or redemption — they may drop a tier at the next review.
 
 
 
Related Features
  • Customer Management — Customer loyalty tier and points balance are visible on the customer profile
  • Reservations Management — Points are earned and rewards are applied during the reservation/checkout workflow
  • Promo Codes — Separate discount mechanism; can be stacked with loyalty rewards depending on configuration
  • Reporting & Analytics — Loyalty reports show programme ROI, top earners, and redemption rates