One BonusTiers and levels
Updated 31 August 2026
A tier program ranks customers by what they have spent over time and gives each rank something the one below it does not have. Unlike a balance, a level is kept rather than spent — which is exactly why it changes behaviour that points alone do not.
Why a level works differently from a balance
Points are spent and gone. A level is a status the customer holds, and people protect a status they have earned in a way they never protect a balance they are about to spend.
That makes levels the right mechanic where visits are infrequent and the bill is large. A restaurant, a clothing shop or a clinic cannot build a meaningful points balance between visits, but it can absolutely make someone want to stay gold.
Rank on lifetime, not on the current balance
A level calculated from the current balance drops the moment the customer spends their points, which punishes exactly the behaviour the program is trying to encourage. Rank on what has been earned across the whole relationship instead.
On One Bonus, levels are calculated from lifetime points earned. Spending a balance never costs a customer their level.
Where to put the thresholds
Look at what your customers already spend in a year and put the first threshold just above the median. Most of your regulars should reach level two without changing anything — that is what makes the program feel achievable rather than rigged.
The top level should be reachable by perhaps the top five percent. A level nobody attains is decoration, and a level everybody has is not a level.
What each level should give
A faster earn rate is the standard benefit and the easiest to run, because it costs nothing until the customer buys. Beyond that, the benefits people actually value are rarely the expensive ones: priority booking, a free extra, early access to a sale, or something small that visibly marks them out.
Three or four levels is enough. Every level past that dilutes the meaning of the ones below it.
Common questions
How many loyalty tiers should a program have?
Three or four. Enough that moving up feels achievable, few enough that each level clearly means something. Adding a fifth level usually just makes the middle ones meaningless.
Should a tier be based on the current balance or lifetime spend?
Lifetime. A tier based on the current balance falls the moment a customer spends their points, which punishes the exact behaviour you want. On One Bonus, tiers rank on lifetime points earned, so redeeming never costs a level.
Do loyalty tiers need to reset every year?
They do not have to. An annual reset keeps the top tier scarce and gives everyone a reason to keep spending, but it also takes something away from a loyal customer, which is a real risk in a small market where people talk.
Build your levels on One Bonus
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