Google takes loyalty programs to search results

On June 10, 2025, Google quietly but firmly launched the Member Program-markup added to his official structured-data guide. For the first time, web shops without a Merchant Center can now show directly in organic search results that a product, for example, has a member discount or provides extra points. It's a subtle update, but one with major consequences for click-through and brand loyalty.‍

From “feed only” to “feed + schedule”

So far, all loyalty logic has been locked in Google Merchant Center. Those who did not have a feed missed the boat. The new approach works differently:

1. You describe the program yourself once within you Organization-object (name, registration threshold, possible costs).
2. You connect per Product-object which benefits apply, think of Member Price, Loyalty Points Earned, Special Shipping whether Special Returns. Google crosses both blocks behind the scenes and shows the benefits as soon as the algorithm is sure enough of the match.

Why this is more than a rich snippet

• Early adopter bonus: Most SERP competitors haven't run the markup yet. That means extra attention in a busy product carousel.
• Higher intent clarity: Visitors know before they click that they get something extra as a member, improving expectation management and reducing the chance of bounces.
• Data triangulation: Google can validate the same perk in multiple places (feed, schedule, on-page text). This reduces inconsistency reports in Search Console and increases the chance of them being displayed.

Implementation without an enumeration

Start with an inventory of your program. What tiers do you have? Are there annual costs or minimum expenditures? Put that information in one easy-to-crawl URL, for example /loyalty — and add the Organization-add a snippet in JSON-LD. Then expand your existing one Product-schedule with references to the relevant perks. Work in small iterations: publish, run the Rich Results Test, see if Google recognizes the program in Search Console, and adjust where necessary. You will continue to tackle these cycles until the new “Loyalty benefits” column appears in the Performance reports.

Multi-tier? How to model it neatly

More complex programs, for example “Silver”, “Gold” and “Platinum”, can be used in one Member Program define. Use it Type of membership-object to note the thresholds (spend ≥ €250, credit card signup, etc.) per tier. Products can then refer to the correct tier ID. Google states in the documentation that this is not a performance disadvantage, as long as the tiers are logically hierarchical.

Merchant Center remains leading, but that's not bad

Do you already have a feed? Don't panic. Google explicitly chooses Merchant data over page markup if there is a conflict. So see this schedule as additional visibility, not a replacement. In practice, you use structured data to complement your on-site content and feed; the chance of search performance increases if both sources confirm each other.

Measure what matters

After going live, you're not just watching clicks. Be sure to check out:

• Number of Loyalty Badge Impressions in Search Console.
• Conversion per loyalty click in Analytics, is the ratio rising?
• Program enrollment rate, improve your funnel or do you need to have a clearer picture of the benefits?

By comparing those three metrics, you can quickly see whether the markup has the desired business impact, or just provides “fun SERP bling”.

Mini-Snippet as a starting point

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Acme Bikes",
  "memberProgram": {
    "@type": "MemberProgram",
    "name": "Acme Club",
    "membershipNumberPattern": "ACME-[0-9]{6}",
    "offers": {
      "@type": "Offer",
      "category": "memberPrice"
    }
  }
}
</script>

Post this to your loyalty page and link to it SameAs to from any Product-schedule. Replace Member Price possibly by an eponymous Loyalty Points Earned-object or add multiple sacrificial-add items for shipping and return benefits.

Conclusion

Structured data for loyalty programs may feel like a detail in the bigger SEO picture, but if you start today, you'll benefit from more visibility and better informed visitors tomorrow. Provide a single source of truth, keep feed and schedule in sync, and let Search Console confirm the result. Then a simple badge in the SERP quickly turns into a powerful engine for returning customers.