Loyalty program updates: Drive customer growth with expanded loyalty features

We are now expanding Loyalty program features to help you build stronger customer relationships and drive long-term growth. By integrating your loyalty benefits directly into your product listings, you can reward existing members and encourage new shoppers to join your program.

Personalizing ads for loyalty program members can lead to higher engagement. For example, some retailers have observed up to a 20% increasein click-through rates (CTR) when showing tailored offers to their existing loyal customers.

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What’s changing

You can now showcase your unique member benefits across more surfaces and regions.

• Highlight key perks: Showcase member pricingto display exclusive discounts and member shippingto feature special delivery options directly on your listings.

• Expanded local and regional visibility: Loyalty annotations are now available for local inventory ads and regional Shopping ads, allowing you to promote in-store or region- specific member benefits.
• International expansion: Loyalty features have expanded to 14 countries, including Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, South Korea, Spain, the United Kingdom and the United States.
• AI-First shopping surfaces: Loyalty benefits are also showcased to shoppers on Google’s AI-first surfaces, such as AI Modeand Gemini.

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How to get started

Follow these steps to set up your loyalty program in Merchant Center:

1. Activate the loyalty program add-on in your Merchant Center account.
2. Add your loyalty program details, ensuring you include all member tiers and benefits.
3. Set up specific benefits:
   • Member pricing: Use the loyalty program [loyalty_program] attribute to submit tier-specific pricing.
   • Member shipping: Set up specific shipping policies for each tier. Use the shipping label [shipping_label] attribute within the loyalty program [loyalty_program] attribute if only certain products are eligible.
4. Set up Customer Matchlists in Google Ads. This is mandatory to show member shipping benefits and green strikethrough pricing for known members.

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Related resources

• About merchant loyalty program
• Set up member pricing
• Set up member shipping
• Set up Customer Match lists for members