Increasing Enrollment in Your DoorDash Loyalty Program

Use this article to increase enrollment in your existing loyalty program — whether a third-party integration on Boost or DoorDash's native Omnichannel Loyalty (OCL) on Pro — by understanding exactly where customers enroll today and which tactics close the biggest enrollment gaps. This article does not cover setting up a loyalty program for the first time.

Loyalty members are worth the effort: across DoorDash's loyalty programs, enrolled members have 4-6x higher average order value than non-members.

Note: Most of that gap comes from enrollment itself, not spend habits changing after signup — so the biggest lever most merchants have is simply getting more customers into the loyalty program in the first place.

Your loyalty solution depends on your package. On the Pro package, you have access to OCL (Omnichannel Loyalty), DoorDash's native loyalty program. OCL is the only loyalty solution that works across your Storefront website, your branded mobile app, DoorDash Marketplace, and in-store, all at once. Third-party integrations on Boost do not reach Marketplace orders — that's the main structural difference between the two.

OCL comes in a few program types, and which one you're on affects how customers earn in-store:

Note: If you're not sure which program type you're on, check the Loyalty section of your Merchant Portal or ask your account team.

Enrollment in your loyalty program works differently on each channel. Knowing exactly what a customer sees on each channel is the fastest way to spot where you're losing signups.

On Storefront and your mobile app, customers are auto-enrolled at their first order. At checkout, they see a "Join Rewards" checkbox — about 80% of customers opt in when they see it. Their loyalty progress then shows directly in the checkout flow on future orders. "Login with DoorDash" is also available on these channels for a faster, one-tap signup experience.

DoorDash Marketplace is the channel most merchants misunderstand. Every Marketplace customer automatically earns toward your Store Rewards in the background — no action needed from them. But earning is not the same as redeeming: a customer has to actively tap "Join [Your Business] Rewards" (a one-tap flow that also captures their contact info and marketing consent) before they can redeem anything they've earned. Once they join, they're prompted to link a card so future in-store visits also count.

Note: As of March 2026, this opt-in prompt now appears directly at Marketplace checkout, so it's largely automatic — you don't need to build anything for it to show up.

In-store, customers must tap an NFC device to register an account and link a card. Most customers will find that they already have cards linked at the time of registration. Once the customer has signed up and linked a card, paying with that card will automatically allow them to earn points on their current and future purchases.

The following tactics address the specific enrollment gaps described above, channel by channel.

When card-linking is set as the default at checkout instead of an opt-in step, 81% of customers stay linked. If your loyalty program isn't already defaulting customers into card-linking, ask your account team to enable this.

You can configure a custom signup bonus (for example, bonus points for joining your loyalty program) through the PIM tool. Previously this was a fixed amount for all merchants; you can now request a specific amount that fits your program. Contact your account team to set this up.

If you're on a Visit-Based program, visible signage near your NFC device (counter, register, pickup area) reminding customers to tap in is one of the simplest ways to lift in-store enrollment — customers who don't see a prompt generally don't know the option exists.

If you're on Pro, Custom CRM lets you segment your audience by loyalty tier, including "non-enrolled" customers specifically. Sending a targeted email to that segment, rather than your full list, is a more efficient way to close the enrollment gap than a general campaign.

If you have OCL live, the "Join Rewards" prompt at Marketplace checkout is already automatic — there's no setup required on your end. Just be aware it exists, since it's the main way Marketplace customers convert from silent auto-earners into active, redeeming loyalty members.

When a customer taps "Join [Your Business] Rewards" on Marketplace, that same one-tap flow captures their contact info and marketing consent — not just their loyalty enrollment. In practice, this means a Marketplace-joined loyalty member should already be reachable through Custom CRM: the standard "Loyalty Members" audience segment is based on loyalty enrollment plus marketing consent, and doesn't distinguish where a customer originally joined. A customer who joined through Marketplace and a customer who joined through your website checkbox should both land in the same segment.

Important: One thing to confirm before you count on this: the specific email templates built around this exact scenario (loyalty program announcements, "members with rewards" campaigns, and combined app-plus-loyalty announcements) are still being finalized on DoorDash's side and aren't fully rolled out yet. The underlying capability — reaching Marketplace-joined loyalty members through your general Loyalty Members segment — should already work, but check with your account team on current availability and timing before building a campaign around it.

Why do some customers show as earning but never redeem? This is normal on Marketplace. Earning happens automatically and silently for every Marketplace customer; redeeming requires the customer to actively tap "Join [Your Business] Rewards." A high earn count with low redemption usually just means customers haven't opted in yet, not that anything is broken.

Can I set my own signup bonus amount? Yes. Custom signup bonus amounts are configurable through DoorDash internal teams. Contact your account team to request a specific amount.

Do card-linked customers need to re-link if they get a new card? This isn't something we have documented here — contact Support and they can confirm the current behavior for your program type.

Can I email customers who joined my rewards program through Marketplace specifically? Likely yes, without doing anything extra — they should already be included in your standard Loyalty Members segment in Custom CRM, since the Marketplace "Join Rewards" flow captures marketing consent along with enrollment. Confirm current availability with your account team, since the specific templates built for this scenario are still being finalized.

Questions? If you need help with this process or have questions, reach out to DoorDash Support at oosupport@doordash.com.