Google has introduced new loyalty features in Google Ads and Merchant Center aimed at helping retailers build lasting relationships and highlight their loyalty programs. With 61% of US adults valuing personalized loyalty programs, these offerings allow retailers to personalize member-only pricing and shipping benefits across both free and paid Google listings.
For example, Sephora US uses personalized annotations to display discounts based on loyalty tiers to signed-in shoppers, resulting in a 20% increase in click-through rates for these personalized ads. Additionally, Google Ads now includes a loyalty goal feature that helps retailers optimize budgets, tailor bids, and enhance lifetime value by focusing on their highest value shoppers.
These loyalty offerings are part of Google's broader efforts to engage customers throughout their shopping journey, with more details to be shared at Think Retail on September 10.
