"Loyalty steps" are the increasing discounts offered by Partners.


Here is an example:


You click a campaign and the screen below is shown. There are 3 different voucher face values you can choose to purchase: £130, £300, £400.



You are offered a 40% discount ("Step 1") to buy any of these face values. This discounted price is shown in darker blue on the right. Let's say you buy the £130 voucher and pay £78...




The £130 voucher you have bought is immediately available to be used on the Partner's website, and you also unlock the next discount which is higher ("Step 2"). Let's say you buy this too...



Now you have two £130 vouchers, and are able to buy a third one at the final, highest discount ("Step 3").