MemberProgram (Loyalty Programme Schema)
MemberProgram is a structured data type that lets companies make their loyalty or membership programmes visible directly in Google search results, nested under the Organization entity. Required are the name and description of the programme plus at least one tier via hasTiers, defined as its own type MemberProgramTier with benefits such as bonus points (TierBenefitLoyaltyPoints) or member prices (TierBenefitLoyaltyPrice). The validForMemberTier property assigns an individual Offer to a specific membership tier, so that discounted member prices can appear in product results. The rich result is currently available in Germany, France, the United Kingdom and the USA among others; alternatively, the programme can be configured directly in Google Merchant Center.
In practice
For retail and hospitality businesses with customer cards, points schemes or loyalty systems, MemberProgram markup is worthwhile in order to make discount tiers and member benefits visible in the search results themselves. It is important to model every discount tier consistently through MemberProgramTier and to link the corresponding offers in the product feed through validForMemberTier, rather than describing the benefits in body text alone. For shops that already use a Merchant Center account, configuring the programme there can be quicker than writing your own markup; for individual websites with their own checkout, structured markup remains the right choice. Before going live, check the implementation with the Rich Results Test and verify availability for the Austrian market, as the feature is rolled out country by country. If you have so far described your loyalty programme only in body text or in a bespoke offer structure, model it through MemberProgram with hasTiers from now on – schema.org has no older, standardised predecessor format for loyalty programmes.
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