Introduction
The White Label Loyalty Engine is a powerful, API-first platform designed for seamless integration into business systems and user interfaces. Build engaging loyalty programs tailored to your needs.
About the White Label Loyalty Engine
The Loyalty Engine is a flexible, API-first platform that powers the logic behind your loyalty program. It’s designed to integrate into your existing systems—such as websites, mobile apps, or in-store POS—and gives you full control over how your loyalty program works.
✅ You can use the Loyalty Engine to:
Track user actions using events
Award points, vouchers, or other incentives based on those actions
Define your own earn and burn logic using rules (reactors)
Segment users into audiences for targeting
Manage user profiles, points, tiers, and reward eligibility
Create a loyalty program tailored to your brand, goals, and customer behaviours
❌ What the Loyalty Engine is not:
The Loyalty Engine focuses on the backend logic of your loyalty program. It is not:
A CRM or email marketing platform (but you can integrate one)
A user interface (you’ll need to build your own, or use our white-label microsite or mobile app)
A user account system (authentication and account creation must be handled by your platform or our white-label tools)
A standalone solution—it’s intended to be embedded into your wider ecosystem
If you need a frontend, user account management, or communication tools, we offer optional white-label interfaces—or you can integrate your own systems using our API.
The Loyalty Engine section of the knowledge base is primarily targeted at clients who are integrating our API into their own systems.
For clients utilising WLL's pre-built customer interfaces, user authentication or end-to-end solution products, you may find some of the content useful but you should consult your account manager for more information on how the Loyalty Engine has been implemented in your solution.
Key concepts of the Loyalty Engine
Loyalty Engine
The Loyalty Engine is an advanced cloud-based platform which allows you to run engaging and dynamic loyalty programs.
Events
The platform works by ingesting events — such as purchases, referrals, or sign-ups — reported via API. These events are the foundation for triggering loyalty logic.
Reactors
Reactors are rules that define how the system responds to events. Each reactor includes an event trigger, optional conditions and one or more reactions (i.e. award points, give voucher)
Users
Each user has a wallet storing their points balance, tier status, available rewards (benefits), and activity history.
Audiences
Dynamic user segments used in conditions and targeting. Audiences can be based on profile attributes, event history, points balance, tier, or purchase behaviour.
Rewards
Includes vouchers, offers, and digital gift cards. Rewards can be browsed, targeted, and fulfilled using the API or Loyalty Console.
Loyalty logic
In the Loyalty Engine individual event types, reactors, rewards, and audiences are the building blocks of your loyalty program—each serving a specific purpose. We call these building blocks loyalty logic.
Event types define the specific behaviours or interactions you want to track in your loyalty program. Each time one occurs, it’s reported to the Loyalty Engine as an event.
Reactors define the rules and actions triggered by user activity or events (e.g., awarding points for purchases).
Rewards offer users tangible benefits or communicate promotions (e.g., a voucher for £10 off after spending 1,000 points).
Audiences allow you to target specific user groups based on their profiles or activity (e.g., exclusive offers for VIP members).
Building loyalty logic
The Loyalty Console provides an intuitive interface to create, manage, and configure loyalty logic. By combining them strategically, you can build engaging loyalty campaigns, promotions, and program rules.
By combining these building blocks, you can design a loyalty experience tailored to your program’s objectives and user preferences. For instance, you could:
Create a reactor that awards points when a user makes a purchase.
Offer a reward that users can purchase with their points.
Target a specific audience, such as high-spending users, to receive bonus points or exclusive perks.
See Loyalty Campaigns for inspiration on the various use cases loyalty logic can support.
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