Loyalty is an add-on feature available in the Merchant Center for merchants who already have an existing loyalty program and are interested in showcasing their benefits on Google. You can submit a range of loyalty benefits, such as free shipping, redeemable points, and loyalty pricing in the Merchant Center. You can also show your loyalty program benefits in your free listings and Shopping ads across different Google properties, including Google Search, the Shopping tab, and Wallet. Note that experiences may differ on desktop and mobile devices. You don't need to incur any additional fee to set up the program in the Merchant Center.
On this page
- Benefits
- How it works
- Implementation guide
- About loyalty benefits on crawled offers
- Understand loyalty program performance
Benefits
- Engage and retain existing customers: A view into the benefits of your loyalty program during a shopping experience on Google can enhance the customer’s association with your brand. They'll be able to indicate their status as a member of your loyalty program to enjoy a personalized shopping experience on Google.
- Attract new customers: Customers who aren’t members of your program will be exposed to your loyalty program benefits such as member exclusive price, to help you attract new loyalty program members.
How it works
Google will show your most valuable loyalty program benefits to potential new customers to encourage them to purchase your products and sign up for your loyalty program.
Google will also use your loyalty benefit data to highlight your program benefits to your existing loyalty members, driving them to shop more with your business, and to remind them why being part of your loyalty program is so valuable.
Google will also use the data you provide to highlight the loyalty program benefits to your existing loyalty members. When a loyalty member is signed into their Google Account, your Shopping ads and Free listings will automatically show the exclusive perks available to them, encouraging immediate purchase. Google identifies a user as a loyalty program member through three methods:
- Customer Match in Google Ads: You provide the loyalty member lists for each of your loyalty tiers within the Audience Manager. Ensure that the tiers are the same as Merchant Center labeling from the loyalty program page. For example, Bronze tier is your tier 1 in Merchant Center, set the customer type to loyalty members tier 1 in Audience Manager. This is the most effective method for Google to recognize your loyalty program members. Learn more about Customer Match.
- Google Wallet integration: Set up your loyalty program in Wallet, allowing Google to discover associations with the user's Google account. Learn more about loyalty card in Google Wallet.
- Manual user declaration: Users can manually indicate their membership when browsing product listings.
- All experiences shown to known members are currently only available in the US.
- We're running a pilot for US merchants to utilize Customer Match as a relationship data source for free listings. Contact the support team to request participation.
Types of loyalty programs
- Free to join: Available for everyone. No membership fees or credit card sign ups are needed.
- Spending amount: Available only to customers who have spent a certain amount on purchase in the past year.
- Membership Fee: Available only to customers who pay a fee to your program.
- Loyalty credit card: Available only for holders of merchant-branded credit cards.
Note:
- Google supports merchant loyalty program, which provides members with perks based on membership tier. In line with our current policies, these perks should be available regardless of purchase location (web, app, or in-store).
- If a customer needs to sign up as a business or a professional, this is only supported in the US.
Types of perks
- Free shipping or delivery: Members enjoy free shipping either with every purchase or on a minimum purchase. You also have the option to add free same-day shipping as a member benefit.
- Redeemable points: Members gain points on their purchase, which they can redeem later.
- Loyalty pricing: Members enjoy specific pricing, which will display alongside the non-member pricing to give shoppers an idea of the benefits of joining your program.
Note:
- Google will only showcase member pricing in ads when the member discount is >=5% or >=5 unit currency of regular price or sale price (when available).
- When there is an unconditional merchant promotion for the product (for example, site-wide promotion with no minimum spending or audience type), promotion will show instead of member pricing.
Where and how loyalty benefits are displayed
Member benefits could be displayed in several ways. Below are examples of how loyalty benefits could be shown to users on different surfaces. Note that experience availability may differ by country.
Ads (mobile)
Note: To display to known members, customer match is required.
- Member pricing when user’s member status is unknown (US, AU, CA, BR, MX, UK, DE, and FR)
- Member pricing for known member (US)
- Member shipping for known member (US)
- Member shipping and price for known member (US)
Free listings
- Member pricing on free listing (US, AU, CA, BR, MX, UK, DE, and FR)
- Member shipping on free listings for known members (US)
- Member points on free listings for known members (US)
Implementation guide
The implementation guide provides a concise overview of how to set up your loyalty program to enable you to showcase your loyalty benefits on Ads or Free listings. To set up your loyalty program and member benefits, you’ll need to follow the steps outlined in the implementation guide.
About loyalty benefits on crawled offers
In addition to showcasing your loyalty program benefits on your listings from the feeds in your Merchant Center account, Google will also showcase these benefits on your crawled offers. These are offers Google has found on your website that aren’t submitted via the feeds in your Merchant Center account. If you want to opt out of displaying loyalty benefits on crawled offers or loyalty Gmail data sync, contact our support team.
Understand loyalty program performance
Loyalty performance report will help you better understand the performance of your loyalty program and gain insights on how to improve it. Learn more about Loyalty program performance report.