Google has rolled out a new feature that allows businesses to showcase loyalty program benefits directly in search results using structured data.
This update enables companies to highlight member-exclusive perks—such as discounts, points, and shipping or return benefits—for specific products. These details appear before users even click on a result, helping shoppers make informed decisions during their search experience.
Supported Loyalty Program Benefits
Google supports four main types of loyalty benefits that can be displayed in search:
- Loyalty Points: Members earn points per purchase.
- Member-Only Prices: Exclusive pricing available only to loyalty members.
- Special Returns: Enhanced return policies like free returns.
- Special Shipping: Free or faster shipping options for members.
Implementation Steps
To take advantage of this feature, businesses must implement two types of structured data:
- Organization-level structured data: This defines the overall loyalty program.
- Product-level structured data: This specifies the benefits offered for individual products.
Google also recommends placing all loyalty program information on a single dedicated page to ensure it is properly crawled and indexed. You can validate your implementation using Google’s Rich Results Test tool.
Multi-Tier Program Support
Businesses with tiered membership programs can now define different levels of access and benefits. Each tier can have unique entry requirements such as spending thresholds, credit card signups, or recurring fees.
Merchant Center Users: Stick With What You Have
For businesses already using Google Merchant Center for loyalty programs, Google advises continuing with that method. If both Merchant Center settings and structured data are used, Google will prioritize data from Merchant Center to avoid conflicts.
Why This Matters
This change helps level the playing field for small and medium-sized e-commerce businesses. Previously, complex loyalty structures were harder to implement without a Merchant Center account. Now, structured data offers a simpler way to communicate loyalty benefits—including multi-tier programs—to Google.
If your business doesn’t use Merchant Center, adopting this new structured data format is highly recommended to stay competitive and enhance visibility in search results.