Alliance Store
In here you can purchase items with Loyalty Points you earn by helping allies with their building/upgrading/researching/unit healing or by completing Alliance Missions.
You can gain much more LPs through Alliance Missions than by helping allies: Basic = 1,000 LP, Standard = 4,000 LP, Uncommon = 15,000 LP, Rare = 50,000 LP, Epic = 200,000 LP, Legendary = ? LP. You can use Loyalty Points to purchase items from the Alliance Store.
There are various items available in store ranging from speed-ups to boosters.
The one item that exists only in the Alliance store is the 10 Hours Speed up which costs 200 000 Loyalty points.
The Loyalty Points at your disposal:
Once you switch your Alliance, your Loyalty Points won't reset.