💡 Google - How do I activate Member Pricing for my loyalty program in GMC and my product feed with Lengow?

Activating Member Pricing involves two main steps: 

• adding your loyalty details to your Google Merchant Center (GMC)
• updating your product feed with the associated member information.

This allows you to reach your loyalty members with personalized ads and free listings experiences.
 

🏅 Add Tiers and Pricing to your GMC

This step sets up your loyalty program structure and details in Google Merchant Center (GMC).

• Go to your Merchant Center Account.

• Activate the Loyalty add-on and click "Go to Loyalty programs".

• Enter the required details: Loyalty Program name, label, program description, and sign-up URL, etc. 

• Submit for Approval: Click Continue to review, and then click Send for approval.
   

Useful Google guides:

• About merchant loyalty program (list of available countries is also included in this guide)

• Editorial and participation criteria guidelines for merchant loyalty program
   

📝 Update Product Feed in Lengow (using the "loyalty_program" attribute)

You must update your product feed with the member pricing information for the products eligible for the loyalty discount.

Useful Google guide: Loyalty program [loyalty_program]

- Google via URL

Fill in the "loyalty_program" attribute in your Google via URL channel, following the instructions below.

The member pricing is specified using sub-attributes within the "loyalty_program" attribute:

• program_label

• tier_label

• price

• loyalty_points

• member_price_effective_date

• shipping_label
   

 Match Labels Exactly: The [program label] and [tier label] values added to your feed must match exactly (case-sensitive) the labels entered in your Google Merchant Center.

Here is an example if:

• You have only one tier: 
  my_loyalty_program:silver:100 EUR:::"2025-10-31T00:01+0200/2025-11-27T23:59+0200":

• You have more than one tier: 
  my_loyalty_program:silver:100 EUR:::"2025-10-31T00:01+0200/2025-11-27T23:59+0200":,my_loyalty_program:gold:90 EUR:::"2025-10-31T00:01+0200/2025-11-27T23:59+0200":

If, for example, you can't submit an information (member_price_effective_date), keep the ":" without providing information.: my_loyalty_program:silver:100 EUR::::

- Google via API

In your Google via API channel, there is one attribute available for each element of your loyalty program. Fill in the information corresponding to your program:

• "loyaltyProgram.programLabel"
• "loyaltyProgram.tierLabel"
• "loyaltyProgram.price.value"
• "loyaltyProgram.price.currency'
• etc.

 Match Labels Exactly: The "program label" and "tier label" values added to your feed must match exactly (case-sensitive) the labels entered in your Google Merchant Center.