Google has unveiled an enhanced feature in its search infrastructure that empowers businesses to highlight loyalty perks—such as exclusive pricing, member-only points, and special services—directly within search results.
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GLOGoogle has unveiled an enhanced feature in its search infrastructure that empowers businesses to highlight loyalty perks—such as exclusive pricing, member-only points, and special services—directly within search results.
Two Key Markup Types
To leverage this feature, businesses must implement:
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Organization-level markup using the Membership Program schema to define the loyalty program and its tiers.
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Product-level markup to add Unit Price Specification data, detailing specific member benefits (e.g., points, special pricing, returns, or shipping perks) per product
What Benefits Can Appear?
Google currently supports displaying several loyalty benefits, including:
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Earning loyalty points
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Access to member-exclusive prices
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Special return policies (like free returns)
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Enhanced shipping options (e.g., expedited or free shipping)
These benefits may appear in rich snippets in search, offering shoppers clear incentives before they click through.
Tiered Program Support
Businesses can define multiple loyalty levels (e.g., Silver, Gold) within a single schema, each with unique perks and qualification conditions such as:
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Spending thresholds
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Subscription or membership fees
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Special credit card registration
Who Should Use It
This structured data is especially beneficial for businesses without Google Merchant Center accounts, allowing them to compete on equal footing with larger retailers. If a Merchant Center account is available, Google recommends using it instead—because Google will prioritize Merchant Center data when there’s overlap.
Testing Your Markup
To ensure proper implementation, use Google’s Rich Results Test by submitting pages or code snippets. This helps verify eligibility for enhanced search result appearances
Best practices include:
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Placing complete loyalty program definitions (including all tiers) on a single dedicated page
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Ensuring pages are crawlable and indexable (no login walls, no
robots.txtblocks)
Why It Matters
Displaying loyalty benefits in search results can:
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Increase click-through rates
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Provide immediate value to shoppers
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Make smaller merchants more competitive
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Reward loyal customers and attract new ones
This update enables businesses—especially small and mid-sized e-commerce sites—to visibly promote loyalty perks in search results without needing a Merchant Center account.
Source: Google
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