On March 25, 2026, Google enhanced its loyalty program features in Google Merchant Center and Google Ads, expanding access to 14 countries, including the US and UK. This significant update introduces member pricing and shipping annotations directly on product listings, integrates loyalty benefits into local inventory and regional Shopping ads, and connects these features to AI-powered surfaces like AI Mode and Gemini. This rollout allows retailers to enhance customer engagement and drive long-term growth by offering exclusive discounts and shipping options to loyalty members across multiple platforms. With up to a 20% increase in click-through rates reported by some retailers, the enhancement is essential for optimizing ad performance. To implement these features, merchants must configure Customer Match lists in Google Ads, ensuring they identify existing loyalty members effectively. This expansion positions Google as a crucial player in loyalty management amid increasing competition in retail media.
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