The loyalty program attribute lets you set up loyalty points and special shipping rates in Google Merchant Center. When you add this attribute to your shopping feed, it can help Google accurately represent the benefits of your loyalty program across its properties.

The loyalty program attribute is optional. We have covered other feed attributes like product IDs in previous posts. 

If you use the loyalty program attribute, you must also submit two other attributes:

  1. Program_label
  2. Tier_label sub-attributes

The benefits of sharing loyalty programs in your feed include;

  • Improved customer retention since more people may sign up for the loyalty program
  • Increased conversion rates among members of the loyalty program, leading to more sales
  • Accelerated customer acquisition as people find out they can access better deals in your store
  • Better collection of first-party data as you get more members

Formatting guidelines

The loyalty program attribute is submitted as a string of Unicode characters (ASCII only). It has four sub-attributes that you set in Google Merchant Center;

  • Program Label: This is the name of the loyalty program. Google uses the program label to map each particular loyalty program to eligible offers. It is only applicable to US and Japan merchants.
  • Tier Label: This is a mandatory sub-attribute that differentiates the benefits applicable to each tier. This value is required even if the loyalty program only has 1 tier.
  • Loyalty Points:  This attribute must be in whole numbers. It shows how many points members get when they purchase eligible products. It is only available in the US and Japan.
  • Price: This is a sub-attribute of the loyalty program, and is different from the mandatory price attribute. Let’s call the mandatory price the real or original price. Use this sub-attribute to add member-specific pricing to the feed. The loyalty program price will be displayed along with the real price to show the benefits of joining your loyalty program. If members don’t get a special price, you don’t need to set up this sub-attribute. Check out this page for updates to the loyalty program attribute. 

US merchants can also display shipping level perks of their loyalty programs. To do so, they must;

  • Include the program label, tier label, and loyalty program attributes.
  • Name the shipping service in the same convention as the loyalty program

Example

The following example showcases a loyalty program named “Our Store Rewards.” 

The original price for an item is $80. There’s a loyalty program offer with a $50 price tag on the $80 item. We also have two loyalty program tiers, “gold” and “platinum”. 

In this case, the value for the program label attribute will be its name i.e “our_store_rewards.” Members get the discounted price and earn loyalty points. Gold members earn 100 points, while platinum members earn 200 points. 

The tier label values will be “gold” and “platinum”. The loyalty points value will be “100” for the gold tier and “200” for the platinum tier. You then need to set the loyalty program price sub-attribute to $50. 

Conclusion

While the loyalty program attribute is optional, it’s highly recommended for better results. So if you have loyalty programs, promote it on your Google Shopping and performance max campaigns. To learn about other attributes that can improve your shopping feed, read this blog about manufacturer part numbers (MPNs). You can also check out this post about Global Trade Item Numbers (GTINs) and why you should use them.