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The new (& hopefully improved) Gamerbulk Loyalty System uses Bulkcoins.
Bulkcoins can be used to acquire coupons, that will make future purchases cheaper or grant you free items.
There is one way to get Bulkcoins and that is to place orders. €1 = 1BC (Bulkcoin, not Bitcoin).
Once you have Bulkcoins, head over to the point shop (scroll down on the dashboard) and use them.
Want to customize the look of the Loyalty Dashboard? Check out the wand icon in the header (top of the page).