Reward Loyalty · Industry guide · Illustrative settings
https://rewardloyalty.co/use-cases/dive-shop-loyalty-program
Industry guide · Dive shops & scuba centres
A dive shop loyalty program that rewards fills and never the dive
Sell the fill card the shop already sells on paper, and keep the two revenue lines that must never be discounted, training and travel, out of the program.
Recommended starting program
Start with one mechanism customers can remember.
Sell ten standard air fills for an illustrative $90 instead of ten separate $10 fills. Keep the pass valid for 366 days, which matches the twelve-month fill card the trade already sells.
Pass
10 standard air fills
Illustrative price
$90 instead of $100
Validity
366 days, the supported maximum
Redemption
1 use per standard fill
Why this fits
The trade decides the mechanism.
This guide covers staffed dive shops and scuba centres that fill tanks, sell and service gear, and run local diving. It excludes liveaboard and travel agencies, certification agencies, freediving and snorkel-only operators, and online gear retailers. Certification records and course progression belong to the training agency, and boat seats belong to the booking system.
The shop's two biggest revenue lines are both the wrong thing to reward. Never discount training, because a course is what keeps a diver alive, and a loyalty scheme has no business shaving the price of it. Never reward a trip either: a liveaboard is mostly pass-through to a third-party resort, so a reward on it would be funded out of somebody else's margin. What is left is fills, gear, and servicing. The fill pass is the program, and a points card for gear is the obvious second step once fills are running cleanly.
An air fill is close to a fixed price, so points are pointless. A counted pass fits it exactly, and the trade already sells one: a paper ten- or twenty-fill card, punched at the counter. Reward Loyalty's counted pass is that card, with a 366-day window that matches the twelve-month fill cards shops already print.
The diver is not there when the fill happens. Tanks go in at eight and come out at four, and when the diver does appear their hands are wet and salted and their phone is in the car or a dry bag. This is the clearest case in the library for a printed member card: staff read the number at the fill station, and nobody has to find a phone.
Customer journey
From the first QR to a reason to return.
The program should follow the transaction or appointment that already exists. It should not create a second queue.
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01
See the fill card
A counter card names ten standard fills and the twelve-month window.
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02
Buy at the counter
Staff take payment at the till and sell the pass to the diver's own account.
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03
Drop the tank
The tank goes to the fill station in the morning. The diver does not wait.
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04
Record one use
Staff read the printed card number and record one fill, whatever the hands are covered in.
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05
Track the fills left
The wallet shows fills remaining. It shows no dive count, and it never will.
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06
Come back for air
The next fill is a decision about diving, made by the diver, not by a reward.
Exact program setup
Configure the base program before the campaign.
Complete the steps in order. Each documentation link opens the current 5.x setup guide for that task.
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1
Exclude courses and trips first
Write this before you write anything else. Certification fees and trip deposits never earn and are never redeemed against. One is a safety line, the other is somebody else's margin.
Review pass boundaries -
2
Create the ten-fill pass
Set ten uses, an illustrative $90 price, and 366-day validity, the supported maximum. Name the standard fill it covers, and say which gas mixes are excluded.
Create the fill pass -
3
Put the lookup at the fill station
Staff will not be scanning a phone. Use the printed member card number, or search the diver by name, and record the use while the tank is in front of them.
Issue printed member cards -
4
Keep the loyalty card away from the C-card
The member card identifies a customer. It is not a certification card, and it never proves a diver may take a fill, a gas mix, or a dive. Staff check certification the way they always did.
Sell and scan the pass -
5
Activate four fixed milestones
Turn on First pass used, 10 loyalty days, 25 loyalty days, and One year together. Keep them as recognition, and read the guardrail below before attaching anything.
Review milestone conditions
Achievement strategy
Use milestones as a supporting layer.
Reward Loyalty provides a curated catalog of predefined, one-time milestones. The business chooses which achievements to activate and whether to attach an optional reward. Names, thresholds, measured events, and formulas stay fixed.
A loyalty day records qualifying loyalty activity on a distinct business-local date. It is not a configurable product, service, branch, booking-source, or purchase-count rule. See the fixed achievement catalog and progress rules.
Exact Reward Loyalty name
First pass used
- Fixed milestone
- Use a prepaid pass for the first time.
- Why it matters here
- A first recorded fill checks that staff can find a diver at the fill station without a phone, which is the step this trade breaks on.
- Reward approach
- Use recognition. The pass price already carries the benefit.
- Guardrail
- It records a fill. It does not prove certification, gas suitability, tank inspection, or that the diver may dive.
- 30-day check
- Passes sold, first uses, and lookups that failed at the fill station.
Exact Reward Loyalty name
10 loyalty days
- Fixed milestone
- Earn loyalty days on 10 different dates.
- Why it matters here
- Ten recorded fills is one complete pass, so this milestone and the pass finish together for a local diver in season.
- Reward approach
- Use recognition, or a small gear credit. Never a discount on a course.
- Guardrail
- A loyalty day here is a recorded fill, because the pass is the only loyalty product in this plan. Gear and servicing earn nothing until you add a points card. It is not a dive count and must never be shown as one.
- 30-day check
- Completions and the median days between recorded fills.
Exact Reward Loyalty name
25 loyalty days
- Fixed milestone
- Earn loyalty days on 25 different dates.
- Why it matters here
- Twenty-five recorded fills is about two and a half passes, which is a committed local diver across a season and the customer a shop most wants to keep.
- Reward approach
- Use recognition, or a gear or servicing credit. Never a course, a trip, or a gas upgrade.
- Guardrail
- It counts fills, not dives, and it rewards buying air rather than diving more. Do not let it be presented as a diving record.
- 30-day check
- Completions, and later fill and gear purchases.
Exact Reward Loyalty name
One year together
- Fixed milestone
- Earn a loyalty day a full year after your first.
- Why it matters here
- A qualifying loyalty day a full year after the first fits a trade with a real off-season.
- Reward approach
- Use recognition, or a servicing credit. Never training.
- Guardrail
- It proves a long customer relationship, not currency, fitness to dive, or recent experience.
- 30-day check
- Eligible divers, completions, and later fills.
Before attaching value, review achievement reward availability, expiry, and grant caps.
Reward economics
Show the arithmetic before approving the reward.
Illustrative calculation
Illustrative example: ten standard air fills at $10 equal $100. A ten-use pass at $90 saves the diver $10 and records $9 of revenue per fill.
The stated pass discount is 10% when the diver uses all ten fills. Unused fills expire with the pass and the product does not refund them.
Cost a fill against compressor time, filter and air-quality maintenance, electricity, and the staff minute it takes. A fill is cheap to give and expensive to get wrong, which is why the pass never touches gas mixes, tank inspection, or servicing that has a safety consequence.
Margin protections
- Exclude certification and course fees. Never discount the training that keeps a diver alive.
- Exclude trips, charters, and travel deposits. They are largely pass-through to a third party.
- Limit each use to one named standard fill. Exclude enriched or technical gas mixes.
- Never reward a dive count, a depth, a time, or a shorter surface interval.
- Keep tank inspection and servicing outside the pass. Those are safety checks, not loyalty events.
Where to promote it
Put the invitation inside the existing visit.
- Counter: show the fill pass beside the single-fill price.
- Fill station: the printed card number is what staff read, so say so on the sign.
- Try-dive evening: hand out blank member cards and let the batch report its own claim rate.
- Receipt: print the fills left, with no dive-count claim.
Staff script and operating routine
One line, at the right moment.
“Ten standard fills are $90, and the card stays valid for a year.”
- Best moment
- At the fill station, tank in hand, when the diver drops off or collects.
- Operating habit
- Read the printed card number, record one use per standard fill, and leave certification checks exactly where they were.
- Common staff mistake
- Waiting for a phone. The diver's hands are wet and the phone is in the car, so the fill goes unrecorded and the pass loses its point.
- If a scan or lookup fails
- If the diver has wet hands or left their phone in the car, read the printed member card number at the fill station and confirm the account.
First campaign
Wait until the base program works.
A campaign should address one observed behaviour. It should not compensate for missed awards, unclear terms, or an untrained team.
- Audience
- If the account includes Member segments, save one for divers who hold an active pass, then send to it as a saved segment. Otherwise postpone this campaign. No supported rule can filter on fills remaining.
- Offer
- No discount and no dive. Remind the holder how many fills remain and when the pass expires.
- Timing
- Send after four weeks of clean fill records, and time it to the start of the local season rather than the middle of winter.
- Intended behaviour
- Bring a diver back for air they have already paid for. It must not suggest a dive, a depth, or a schedule.
- Measure
- Delivered emails against later recorded fills and unused expiring fills. Reward Loyalty does not track email opens or clicks.
30-day review
Use the first month to fix operation and economics.
Thirty days can reveal adoption, workflow, progress, and reward-cost problems. It is too early to claim proven lifetime value or long-term retention.
Fills recorded against fills performed
A gap means the fill station is skipping the lookup. Fix the printed-card routine before anything else.
Fills used per sold pass
If passes expire with fills left, the window is fine but the season is short. Shorten the pass, not the validity.
Course or trip lines that earned in error
Any is a problem. One is a training slip, several is a broken till rule.
Gear and servicing spend after a pass
The pass is meant to bring a diver back to the counter. If gear spend does not follow, the pass is standing alone.
Lookups that failed at the fill station
This is the number that decides whether the program works at all in this trade.
Common mistakes
What to stop before launch.
- Discounting a certification course.
- Rewarding a trip or a charter that is mostly somebody else's margin.
- Rewarding dives, depth, or a shorter surface interval.
- Treating the member card as a certification card.
- Expecting a diver with wet hands to produce a phone.
Printable launch checklist
Dive shops & scuba centres launch plan
- Exclude courses and trips, in writing.
- Name the standard fill and the excluded gas mixes.
- Create the ten-use pass at 366 days.
- Order printed member cards for the fill station.
- Test the sale, the fill-station lookup, the use, and the undo.
- Activate the four fixed milestones as recognition.
- Brief staff that the member card is not a C-card.
- Hand blank cards out at the next try-dive evening.
- Book the 30-day review on failed lookups.
Owner: __________________
Launch: ________________
30-day review: __________
Implementation guides
Open only the setup pages this program needs.
These links point to the current Reward Loyalty 5.x documentation.