Loyalty is an add-on feature available in Merchant Centre for merchants who already have an existing loyalty programme and are interested in showcasing their benefits on Google. You can submit a range of loyalty benefits, such as free delivery, redeemable points and loyalty pricing in Merchant Centre. You can also show your loyalty programme benefits in your free listings and Shopping ads across different Google properties, including Google Search, the Shopping tab and Google Wallet. Note that experiences may differ on desktop and mobile devices. You don't need to incur any additional fees to set up the programme in Merchant Centre.
On this page
- Benefits
- How it works
- Implementation guide
- About loyalty benefits on crawled offers
- Understand loyalty programme performance
Benefits
- Engage and retain existing customers: A view into the benefits of your loyalty programme 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 programme to enjoy a personalised shopping experience on Google.
- Attract new customers: Customers who aren't members of your programme will be exposed to your loyalty programme benefits, such as member-exclusive prices, to help you attract new loyalty programme members.
How it works
Google will show your most valuable loyalty programme benefits to potential new customers to encourage them to purchase your products and sign up for your loyalty programme. Google will also use your loyalty benefit data to highlight your programme benefits to your existing loyalty members, driving them to shop more with your business and reminding them why being part of your loyalty programme is so valuable.
To view member-only delivery benefits and points, customers will have to declare their membership status. They can do so by confirming their loyalty tier association when prompted on Google Search. Then, product listings will show the appropriate perks based on your loyalty programme settings. For US merchants, you'll be able to use Customer Match in Google Ads to highlight member-only delivery and pricing benefits on Shopping ads to your existing customers.
Types of loyalty programmes
- Free to join: Available to everyone. No membership fees or credit card sign-ups are needed.
- Spending amount: Available only to customers who have spent a certain amount on purchases in the past year.
- Membership fee: Available only to customers who pay a fee to your programme.
- Loyalty credit card: Available only to holders of merchant-branded credit cards.
Note:
- Google supports merchant loyalty programmes that provide members with perks based on the membership tier. In line with our current policies, these perks should be available regardless of the 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 delivery: Members enjoy free delivery either with every purchase or on a minimum purchase. You also have the option to add free same-day delivery 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 programme.
Note:
- Only national loyalty pricing is supported.
- Google will only showcase member pricing in ads when the member discount is >=5% or >=5 unit currency of the regular price or sale price (when available).
- When there is an unconditional merchant promotion for the product (e.g. a site-wide promotion with no minimum spending or audience type), the promotion will be shown 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 a user's member status is unknown (US, AU, CA, BR, MX, UK, DE and FR)
- Member pricing for a known member (US)
- Member delivery for a known member (US)
- Member delivery and price for a known member (US)
Free listings
- Member pricing on free listings (US, AU, CA, BR, MX, UK, DE and FR)
- Member delivery 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 programme to enable you to showcase your loyalty benefits on ads or free listings. To set up your loyalty programme 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 programme benefits on your listings from the feeds in your Merchant Centre account, Google will also showcase these benefits on your crawled offers. These are offers that Google has found on your website that haven't been submitted via the feeds in your Merchant Centre account. If you want to opt out of displaying loyalty benefits on crawled offers or loyalty Gmail data syncs, contact our support team.
Understand loyalty programme performance
The loyalty performance report will help you to better understand the performance of your loyalty programme and gain insights on how to improve it. Learn more about the Loyalty programme performance report.