TYB 101
This page is a TYB 101 overview that explains what TYB is, details each core component (discounts, challenges, coins, TYB Shop, levels, roles), and outlines how brands typically roll out the platform in phases.
TYB
Platform Overview: Rewards, Value & Prioritization
What is TYB?
TYB is a community-first loyalty platform that helps brands:
- Drive net-new awareness through participatory challenges
- Build a high-intent insider community
- Generate UGC, feedback, and behavioral insights
- Convert engagement into margin-safe rewards and sales
TYB is designed to prioritize engagement before discounts, while still delivering clear, tangible value to members.
Core Building Blocks (What’s Available + Why It Matters)
1. Shopify Discounts — Always On
What it is
Coins convert into tiered dollar discounts on your Shopify site.
Why this is foundational
- Required to operate TYB for Shopify brands
- Enables the core reward loop (earn → redeem)
- Clean, low-friction experience for members
Built-in guardrails
- No discount stacking
- Minimum cart threshold
- Max $ off per level
- Redemption increases by level
Relative Value
- Brand: High (controlled conversion, margin protection)
- Consumer: Very High (clear, tangible reward)
2. Challenges
What it is
Weekly prompts users complete to earn coins (UGC, surveys, polls, feedback, social actions).
Why brands use it
- Primary driver of awareness and reach
- Source of UGC and product insights
- Keeps the community active week-to-week
Relative Value
- Brand: Very High (content + insights at low cost)
- Consumer: Medium–High (effort → reward)
3. Coins
What it is
The engagement currency community members earn for participating in the TYB community.
How members earn coins (typical ranges)
Coin values are calibrated based on AOV and effort level.
- Completing challenges
- Low-effort (polls, quick surveys): 100–300 coins
- Medium-effort (UGC, text response): 300–800 coins
- High-effort (in-depth UGC, challenge series/ multi-step prompts): 800–2,000+ coins
- Writing product reviews / “obsessions”
- 1,000 coins
- Referring a friend
- 500–1,000 coins (awarded after friend has successful joined)
- Making purchases
- Earn coins back on spend (e.g., ~5% back in coins)
Key clarification
- Coin value is tied to AOV and fixed
- Brands control how coins are earned, not their dollar value
This ensures rewards feel meaningful while preventing “free product” behavior.
Relative Value
- Brand: High (predictable, margin-safe economics)
- Consumer: Medium–High (clear progress toward tangible rewards)
4. TYB Shop (Community-Only Sales Channel)
What it is
An in-app storefront where members can purchase directly within TYB.
Why it’s valuable
- Additional sales channel
- Less friction (no redirect to DTC)
- Community members-only exclusivity
- No additional charges to the brand (at this time)
Common uses
- Merch (sweatshirts, hats, makeup pouches)
- Limited drops
- Exclusive or early-access SKUs
Relative Value
- Brand: High (incremental revenue + exclusivity)
- Consumer: High (ease + access)
5. Levels (Tiered Community Progression)
What it is
Three customizable levels that members progress through over time.
How users level up
Level Progression Requirements
Level | Coins Required | Spend Requirement |
Level 1 | Entry level | No spend requirement |
Level 2 | 10,000 coins | Spend 1× AOV |
Level 3 | 30,000 coins | Spend 2× AOV |
Note: Members must meet both the coin and spend requirement to unlock the next level.
Why it matters
- Creates earned exclusivity
- Protects margin
- Enables segmentation and differentiated rewards
Relative Value
- Brand: High (controlled access)
- Consumer: High (status + better rewards)
6. Roles (Advanced Segmentation – Phase 2)
What it is
Invite-only sub-groups within the community (UGC creators, product testers, insiders).
Used for
- Product testing & R&D feedback
- High-quality UGC pipelines
- Deeper collaboration with top fans
Relative Value
- Brand: Very High (precision engagement)
- Consumer: Very High (status, access, influence)
How Brands Typically Roll This Out
Phase 1: Launch & Scale
- Shopify discounts
- Challenges
- Coins
- Levels
- Clear education on how rewards work
Goal: Awareness, adoption, momentum
Phase 2: Monetize & Differentiate
- TYB Shop exclusives
- Merch or limited SKUs
- Early access moments
Goal: Exclusivity + incremental revenue
Phase 3: Activate Insiders
- Roles (UGC, testers, superfans)
- Higher-effort, higher-reward challenges
- Feedback loops with product & social teams
Goal: Advocacy + insight engine
Key Takeaways
- TYB is engagement-first, not discount-first
- Shopify discounts are required and guardrailed
- Coin value is fixed; effort is the control lever
- Not everything needs to launch on Day 1
- Clear upfront education prevents community confusion
Last updated on January 21, 2026