I’ve recently discovered that Google is testing an intriguing beta feature in Shopping ads, which allows merchants to offer region-specific loyalty prices. This innovation can help retailers tailor their promotions to local audiences more efficiently.
Personally, I find this feature fascinating because it provides a fresh opportunity for merchants to customize pricing based on regional markets. By highlighting loyalty benefits directly within the ads, there’s potential for increased conversions and more sign-ups.
Here’s how it works: Merchants need to participate in Google’s loyalty add-on, define regional settings within the Merchant Center, and incorporate loyalty_program attributes — such as program label, tier, and price — into their regional inventory feeds.
As someone who’s been following this development, it’s important to note that when a shopper clicks on an ad, Google adds a region ID to the URL. Consequently, the merchant’s landing page must dynamically showcase the appropriate member price.
However, the caveat is that this feature is still in beta, with limited visibility, and is only accessible in markets supporting both RAAP (regional availability and pricing) and loyalty programs.
In my opinion, enabling regional member pricing empowers retailers to localize incentives and distinguish value across various markets without needing to create separate promotions for each region. It seems to be a clever strategy for reaching customers at a local level.
If you’re interested, you can find out more about how to set up regional member pricing from Google’s official announcement.
Inspired by this post on Search Engine Land.
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