An electronic payment platform is modified to support merchant loyalty programs by implementing a database and user interfaces for both merchant and consumer participation. As transactions are processed, the electronic payment platform evaluates each transaction to determine if the consumer, and more particularly the payment instrument used in the transaction, is registered. If so, and the merchant is currently offering an award based on satisfying certain criteria, the current transaction data is added to previous qualifying transactions to determine if an award should be granted. If so, the electronic payment platform manages distribution of funds to a designated payment instrument of the consumer.