Step 2: Add details of your loyalty programme

This article offers information on how you can add details to your loyalty programme overview, programme tiers and benefits.

1. Add the following details under 'Programme overview':
   • Programme name: Customers will find this on Google.
   • Programme label: It can be the same as the programme name but can't include spaces. You can use underscores instead. The input for this field can be used as the programme label [program_label] attribute when feed changes are made. After you've submitted your loyalty programme label, you won't be able to edit the programme label.
   • Programme description: A brief description highlighting the key benefits of your loyalty programme. We encourage you to highlight your key loyalty benefit here.
   • Sign-up URL: A valid URL for customers to join your loyalty programme. You can customise this URL with UTM parameters to track engagement data. Learn more about URL customisation.
2. Add programme tiers. If you have multiple programme tiers, start with the most basic tier as your first and then add the more advanced tiers in order as you add more tiers. Enter all the tiers for your loyalty programme. Each one will need a unique name and label.
   Note: Different tiers must have unique names and cannot be the same as tier name or tier label.
   • Add the tier name, tier label (can't be edited after submitting) and tier URL (optional), and select one of the tier requirements – free of charge to join, spending amount or branded card. Learn more about types of loyalty programmes.
   • If your loyalty programme has multiple tiers of membership, click + Add another tier to add additional tiers.
     • Make sure that you add the tiers in the order of 'barrier to entry'. Your loyalty tier with the lowest barrier to entry should come first and the highest should be last. For example, if you have three loyalty tiers – a free-of-charge tier, a tier that costs £100 per year and a tier that costs £500 per year, the order should be:
       • Free-of-charge tier
       • £100/year tier
       • £500/year tier
     • Credit card tiers should be added last.
3. Select the benefits that you want to add to the programme.
   • Set up member pricing directly in your feed using the loyalty programme [loyalty_program] attribute.
   • Select Loyalty points.
   • Select Delivery benefit and follow the guidance to create a delivery policy after the programme information has been sent for approval. Learn more about setting up member delivery.
     • Note: Ensure that you select 'Delivery benefit' in the drop-down menu. Do not describe your delivery benefit using the 'Other benefit' option.
   • If you offer any other loyalty benefits, you can configure them as an 'Other' benefit type. For example, 'Member-exclusive shopping events', 'Member-exclusive price', 'Free-of-charge gift on your birthday' and more. Ensure that the benefits communicated here match the benefits listed on your website. You can add up to 10 other benefits.
     Note: Submit at least one benefit for each tier. You can also add member pricing in 'Other benefits' in case this is the only loyalty benefit available.
4. Click Continue.
5. Review the details then select Send for approval.

Note: Google or its affiliates may modify the formatting, punctuation, capitalisation and spelling in the benefit text to match the guidelines for the programme policies. Google isn't responsible for the accurate depiction of branded terms. When Google makes these changes, we don't shift your liability for the content.

Google takes up to 48 hours to review your loyalty programme, its associated tiers and associated benefits before surfacing them across Google properties. You can check the status on the Loyalty programmes tab in the navigation panel on the left. If the programme submission is disapproved, an email with the details will be sent to the admins of your Merchant Center account. Learn more about the editorial and participation criteria guidelines for the merchant loyalty programme.

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