Reward Catalogue: What It Is and How Many Rewards to List

By Alva Chew · Updated 2026-11-06

Definition A loyalty reward catalogue is the list of rewards a customer can redeem points for, each with a points price. Keep it to one to three rewards priced in clean points, because every extra choice is another rule for customers to learn. The catalogue and the earn rate together decide how much you give back on spend.

What is a reward catalogue?

A reward catalogue is the list of rewards a customer can redeem points for, with a points price on each. “100 points for US$5 off” is a catalogue with one line.

Every points-based loyalty program has one, even when nobody calls it that. The catalogue answers the question a member asks after joining: what do my points buy?

How many rewards should a catalogue have?

Fewer than you think. Each reward adds a number to remember and a decision at the counter. Starbucks Rewards in the US shows how a catalogue grows.

Stars	Redeems for, before tax
25	US$1 off one beverage modifier
60	US$2 off a qualifying item
100	One item worth up to US$6
200	One handcrafted beverage or hot breakfast item worth up to US$10
300	One packaged salad, sandwich or protein box worth up to US$16
400	One select merchandise item worth up to US$20

Source: Starbucks Rewards Terms, US terms effective 10 March 2026, checked 4 November 2026. Redemption tiers vary by location.

Our arithmetic on the same table puts the value of one Star between US$0.033 (60 Stars for US$2) and US$0.060 (100 Stars for US$6). The Green level earns 1 Star per US$1 spent, so the return on spend ranges from about 3.3% to 6%, depending on which tier a member picks. A small shop has no need for six tiers, and a customer would need to work out which one is the best value.

Does a longer catalogue get more people to redeem?

The evidence points the other way. Stourm, Bradlow and Fader studied a retailer’s points programme that earned 1% of spend.

Finding	Figure
Purchases that included a redemption	3%
Customers who never redeemed over the observation period	60%
Length of the observation period	43 months

Source: Stourm, Bradlow and Fader, Journal of Marketing Research, 2015. One Latin American home and hardware retailer.

The authors attribute the hoarding mostly to cognitive and psychological motives. A catalogue customers can read in five seconds gives them less to puzzle over. Points that nobody spends become breakage, and your redemption rate shows whether the catalogue is being used.

How do you price rewards in points?

Pick the return you can afford. Many small businesses give back 5% to 10% of spend.
Set the earn rate. 1 point per US$1 keeps the arithmetic readable. See earn rate.
Work out the points price. Reward value divided by the return gives the spend needed. At 5%, a US$5 reward needs US$100 of spend, so 100 points.
Check the point value. Reward value divided by points gives the point value. Keep it the same across rewards so no tier is a bargain.

Reward	Points	Point value	Return at 1 point per US$1
US$5 off	100	US$0.05	5%
US$12 off	200	US$0.06	6%
US$2.50 off	50	US$0.05	5%

Source: our own arithmetic, with illustrative numbers.

In this example the middle line pays customers a little more for saving longer. If you want every reward to return the same, price US$12 off at 240 points.

What should you avoid in a catalogue?

Product rewards priced once and forgotten. A free drink at 100 points loses value to you each time your menu price rises, or loses value to the customer if you freeze it.
Rewards that cost very different amounts of effort. If one reward is plainly the best value, customers ignore the rest.
A high first rung. Customers who cannot see the first reward, as covered under reward threshold, stop trying.
Mixing in other mechanics. Stamps, tiers and vouchers each bring their own rules. A points catalogue replaces them with one balance and a short list.

How Gimify handles the reward catalogue

Gimify members hold one points balance across every outlet, and staff redeem points on any phone at the counter. The card sits in Google Wallet with a live balance, so a member can check their points before choosing a reward. The free plan covers one outlet with unlimited members.

Questions owners ask

What is a reward catalogue in a loyalty program?

It is the list of things customers can redeem points for, with a points price beside each. A catalogue can be as short as one reward, such as 100 points for US$5 off.

How many rewards should a small business list?

One to three. One reward is the easiest to explain at the counter. A second, cheaper reward can help occasional visitors reach something sooner.

Should rewards be products or money off?

Money off the bill is the simplest to price, because you can compare it directly with spend. A named product reward needs repricing whenever your menu prices change.

How do I price each reward in points?

Decide the return you can afford, then divide the reward's value by that return to get the spend needed. At 1 point per US$1, a US$5 reward at 100 points returns 5%.

Can I change the catalogue after launch?

Yes, but announce changes early and leave balances customers have already earned untouched. Changes that make rewards cost more points tend to upset regulars.