AlleyTrak Version 5.169.0 Introduces Loyalty Programs
Introducing Loyalty Programs
We're excited to introduce Loyalty Programs, a new feature in AlleyTrak that allows facilities to reward customers for booking events and spending money at their facility.
With Loyalty Programs, you can create multiple reward programs and define exactly how customers earn Customer Credit based on their activity. Once a customer meets the requirements of a program, AlleyTrak automatically applies the reward to their Customer Credit balance and notifies them of their new reward.
Booking & Paying with Customer Credit
In January 2026, we introduced Customer Credit to AlleyTrak. Customer Credit allows customers to book and pay for reservations using credit they have accumulated in their AlleyTrak account.
Historically, Customer Credit could be issued in three ways:
Refunds — When a refund is issued to a customer in the form of Customer Credit.
Subscription Programs — When a customer is enrolled in a subscription program that provides Customer Credit.
In-Person Purchases — When an in-person item, such as a gift card, is sold and the value is applied to the customer's Customer Credit balance.
Loyalty Programs now provide a fourth way to automatically award Customer Credit to customers.
Loyalty Program Modes
Loyalty Programs currently support two different ways for customers to earn rewards:
Number of Events Booked
Lifetime Spend
The Number of Events Booked mode allows you to reward customers based on how many qualifying events they book.
The Lifetime Spend mode allows you to reward customers based on the total amount they have spent across qualifying events.
This gives facilities the flexibility to create programs that encourage either repeat bookings or increased customer spending.
Maximum Rewards Per Customer
When creating a Loyalty Program, you can define the maximum number of times a customer can receive the reward from that program.
For example, you could create a program that awards $5 in Customer Credit for every $200 spent.
As the customer reaches each $200 spending threshold, they would receive a $5 reward:
$200 spent → $5 credit
$400 spent → $5 credit
$600 spent → $5 credit
And so on, up to the maximum number of rewards configured for the program.
This allows you to create programs with either an ongoing earning opportunity or a defined maximum reward.
Evaluating Customer Eligibility
Each day, AlleyTrak evaluates events from the previous day to determine whether any customers have met the requirements of an active Loyalty Program.
The events that can count toward a Loyalty Program are determined based on the date the program was created.
For example, if a facility creates a new Loyalty Program in August 2026, events that were booked or occurred before the program was created will not be retroactively evaluated against the new program.
This ensures that customers begin earning rewards from the point at which the Loyalty Program is introduced, rather than receiving rewards based on historical activity.
Automatic Customer Notifications
When a customer meets the requirements for a Loyalty Program, AlleyTrak automatically sends them a notification email informing them that they have received a reward.
The notification email can be customized when creating or updating a Loyalty Program. Facilities can configure:
Email Subject
Email Message
Email Hero Image
Email Primary Color
This allows you to customize the reward notification to match your facility's branding and messaging.
A New Way to Reward Your Customers
Loyalty Programs provide facilities with a simple way to encourage repeat bookings, reward customer spending, and give customers another reason to return.
Combined with AlleyTrak's existing Customer Credit functionality, customers can earn rewards automatically and then use those rewards toward future bookings at your facility.