What is Loyalty Program Structured Data and How Can Companies Take Advantage Of It?

What is LoyaltyProgram Structured Data?

Loyalty Program schema markup is used to tell search engines about certain price reductions or loyalty points that customers can get if they are part of your membership programme.

Examples of this include:

• Club card membership
• Discounts on products
• Points earned on purchases

Google introduced support for MemberProgram structured data on 17th June 2025, with updates made on 11th July to clarify that shipping and returns loyalty programmes are not yet supported by Google.

It’s worth noting here that currently loyalty program is only available in Australia, Brazil, Canada, France, Germany, Mexico, the UK, and the US, on both desktop and mobile.

What are the benefits of adding MemberProgram structured data?

Google can use loyalty programme information to display loyalty benefits with your products and knowledge panels in Search results, which looks like this:

The MemberProgram, MemberProgramTier) schema types allow you to tell Google about your customer loyalty initiatives. While Google Merchant Center has had some support for member pricing, this newly supported structured data type enables any business to communicate their loyalty benefits to Google, even if they don’t sell products through Merchant Center.

Why is this important?

• Enhanced Visibility: Your loyalty program perks can now appear directly alongside your search listings, making your offering more attractive, especially if customers are a member already. It can also entice prospective customers to buy your product over a competitor, if your price is cheaper and available.
• Competitive Edge:  Showcasing exclusive member benefits (like special pricing or points) as a SERP feature, which can be crucial when a user is searching for a particular product.
• Direct Value Proposition: Communicate the tangible value of joining your membership program without the user even having to click through to your site.
• Broader Accessibility: Small businesses, service providers, and content publishers can now leverage loyalty program visibility, not just large e-commerce retailers.

Core Properties for Implementation

Implementing MemberProgram structured data involves two main areas: defining the program at the Organization level and/or detailing specific member benefits at the Product level.

1. Defining the Program (Organization Schema)

You’ll embed the MemberProgram within your Organization / LocalBusiness schema. This is where you describe the overall program, its tiers, and general benefits. This is done by using the property hasMemberProgram within Organization or LocalBusiness. So if you offer a silver tier of membership which gives users a discounted price of 10% and gold membership which offers users a discounted price of 15%, you could put this:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "OnlineStore",
"hasMemberProgram": {
"@type": "MemberProgram",
"name": "MyShop Membership",
"description": "For frequent shoppers our loyalty programs help you save money every time you shop!",
"url": "https://www.myshop.com/membership",
"hasTiers": [
{
"@type": "MemberProgramTier",
"@id": "https://www.myshop.com/membership/#silver-tier",
"name": "Silver",
"url": "https://www.myshop.com/membership/silver-tier",
"description": "Get 10% off all purchases",
"hasTierBenefit": [
"https://schema.org/TierBenefitLoyaltyPrice"
]
},
{
"@type": "MemberProgramTier",
"@id": "https://www.myshop.com/membership/#gold-tier",
"name": "Gold",
"url": "https://www.myshop.com/membership/gold-tier",
"description": "Get 15% off all purchases",
"hasTierBenefit": [
"https://schema.org/TierBenefitLoyaltyPrice"
]
}
]
}
}
</script>

Required Properties for MemberProgram

• name: Basic information about the program.
• description: A description of your membership programme.
• hasTiers: This allows you to define different membership levels using MemberProgramTier.
  • name (of tier): e.g., “Silver,” “Gold.”
  • hasTierBenefit: Google only supports either price (discount) or points earned, even though there are lot more specified at schema.org:
    • https://schema.org/TierBenefitLoyaltyPoints
    • https://schema.org/TierBenefitLoyaltyPrice
  • hasTierRequirement: This defines how users qualify for a membership tier (e.g., MonetaryAmount for spending, UnitPriceSpecification for a periodic fee, or even a CreditCard requirement). Alternatively, you can use Text.

2. Detailing Benefits at the Product Level

For products that offer specific member pricing or points, you’ll need to update your Product schema. This allows loyalty benefits to appear directly in product search results, especially in Google Shopping.

{
"@context": "https://schema.org",
"@type": "Product",
"name": "Mobile Phone Insurance",
"offers": {
	"@type": "Offer",
	"url": "https://www.my-bank.com/mobile-phone-insurance/",
  	"price": 20.00,
  	"priceCurrency": "GBP",
  	"priceSpecification": [
  	{
    "@type": "UnitPriceSpecification",
    "membershipPointsEarned": 200,
	    "validForMemberTier": {
	      "@type": "MemberProgramTier",
	      "@id": "https://www.my-bank.com/credit-cards/#silver"
	    }
     },
     {
    "@type": "UnitPriceSpecification",
    "membershipPointsEarned": 400,
	    "validForMemberTier": {
	      "@type": "MemberProgramTier",
	      "@id": "https://www.my-bank.com/credit-cards/#gold"
	    }
     }
     ]
  }
}

{
"@context": "https://schema.org",
"@type": "BankOrCreditUnion",
"name": "My Bank",
"hasMemberProgram": {
   "@type": "MemberProgram",
   	"name": "Member Credit Cards",
   	"url": "https://www.my-bank.com/member-program/",
    "description": "Earn points for every £1 you spend",
	"hasTiers": [
		{
		"@type": "MemberProgramTier",
		"name": "Silver Credit Card",
		"description": "Earn 10 points for every £1 you spend",
		"url": "https://www.my-bank.com/member-program/silver-credit-card/",
		"@id": "https://www.my-bank.com/credit-cards/#silver",
	    "hasTierBenefit": "https://schema.org/TierBenefitLoyaltyPoints",
		"hasTierRequirement": {
	          "@type": "CreditCard",
	          "name": "Silver Credit Card"
	        },
	    "membershipPointsEarned": 10
	    },
	    {
		"@type": "MemberProgramTier",
		"name": "Gold Credit Card",
		"description": "Earn 20 points for every £1 you spend",
		"url": "https://www.my-bank.com/member-program/gold-credit-card/",
		"@id": "https://www.my-bank.com/credit-cards/#gold",
	    "hasTierBenefit": "https://schema.org/TierBenefitLoyaltyPoints",
		"hasTierRequirement": {
	          "@type": "CreditCard",
	          "name": "Gold Credit Card"
	        },
	    "membershipPointsEarned": 20
	    }
    ]
	}
  }

Key points here:

• You’ll create a separate Offer within the offers array specifically for loyalty members.
• The validForMemberTier property within this Offer is used to define which MemberProgramTierqualifies for this offer.

Beyond E-commerce

There are a lot more uses for Loyalty Program structured data other than just for e-commerce:

• Restaurant/Service Industry: Mark up discounts for loyalty cardholders or free upgrades for premium members.
• Publisher Membership Programs: Showcase exclusive content access for paid subscribers or early access for premium members directly in content search results.
• Software/SaaS Subscriptions: Detail tiered benefits like increased storage, priority support, or advanced features for different membership levels.

Possible Future Updates

Google may expand its support for Loyalty Program over time. One of the things which it has as coming soon in Merchant Center is cashback, which might be good for sites like TopCashback or QuidCo.