> For the complete documentation index, see [llms.txt](https://kbase.whitelabel-loyalty.com/product/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://kbase.whitelabel-loyalty.com/product/loyalty-engine/introduction.md). # 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 campaigns * 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. {% hint style="info" %} #### 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. {% endhint %} ### Key concepts of the Loyalty Engine

		Cover image
Loyalty Engine	The Loyalty Engine is an advanced cloud-based platform which allows you to run engaging and dynamic loyalty programs.	Frame.png	Introduction
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.	school_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	Events
Campaigns	Campaigns define an earning opportunity. Rule Based campaigns use reactors to respond to events as they happen; Goal Based campaigns use missions to track progress toward a target and reward on completion.	Untitled 2.001.jpeg	Getting started with Campaigns
Users	Each user has a wallet storing their points balance, tier status, available rewards (benefits), and activity history.	view_sidebar_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	User wallet
Audiences	Dynamic user segments used in conditions and targeting. Audiences can be based on profile attributes, event history, points balance, tier, or purchase behaviour.	architecture_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	Audiences
Rewards	Includes vouchers, offers, and digital gift cards. Rewards can be browsed, targeted, and fulfilled using the API or Loyalty Console.	architecture_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	Rewards & Points
Points	Configurable rules that govern point expiry, earn caps, spend caps, and balance caps.	contact_support_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	Points
Loyalty Console	Admin interface for non-developers to configure rules, create rewards, manage users, monitor activity, and test logic without needing to touch the API.	view_sidebar_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	Loyalty Console
API-first Platform	All core functionality is available via API — suitable for embedding loyalty features into existing apps, websites, and systems.	view_sidebar_24dp_5F6368_FILL0_wght400_GRAD0_opsz24 3.png	https://docs.whitelabel-loyalty.com

*** ## Loyalty logic In the Loyalty Engine individual **event types, campaigns, 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**](/product/loyalty-engine/events/event-types.md) 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**](/product/loyalty-engine/events/reporting-events.md). * [**Campaigns**](/product/loyalty-engine/campaigns.md) define the rules and actions triggered by user activity or events (e.g., awarding points for purchases). * [**Rewards**](/product/loyalty-engine/rewards-and-points.md) offer users tangible benefits or communicate promotions (e.g., a voucher for £10 off after spending 1,000 points). * [**Audiences**](/product/loyalty-engine/audiences.md) 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**](/product/loyalty-engine/loyalty-console.md) 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 campaign 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](/product/loyalty-engine/loyalty-campaigns.md) for inspiration on the various use cases loyalty logic can support. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://kbase.whitelabel-loyalty.com/product/loyalty-engine/introduction.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.