Google has released a beta feature that allows merchants to display region-specific loyalty prices in Shopping ads. This gives retailers a new way to localize promotions without managing separate offers. The feature is currently in beta and limited to markets that support regional availability and pricing (RAAP) and loyalty programs.
Why We Care
The feature gives merchants more flexibility to tailor prices to local markets and spotlight loyalty perks directly in ads, which can boost conversions and drive more sign-ups. This is particularly important for retailers with a presence in multiple regions, as it allows them to create a more localized and personalized experience for their customers.
How It Works
Merchants must join Google’s loyalty add-on, set up regions in Merchant Center, and add loyalty_program attributes – including program label, tier, and price – to their regional inventory feed. When a shopper clicks an ad, Google appends a region ID to the URL, and the merchant’s landing page must dynamically show the matching member price.
Key Features of Regional Member Pricing
- Localized pricing for loyalty programs
- Dynamic price display on landing pages
- Improved conversion rates through targeted promotions
- Enhanced customer experience through personalized offers
The Catch
The feature is still in beta, and it’s only available in markets that support both RAAP and loyalty programs. This means that merchants will need to ensure that their inventory feeds and landing pages are set up correctly to take advantage of this new feature.
Bottom Line
By enabling region-specific member pricing, Google gives retailers a more targeted way to localize incentives and differentiate value across markets – without creating separate promotions for each region. This is a significant development for e-commerce businesses, particularly those with a presence in multiple regions.
The announcement can be found here: Set up regional member pricing (in beta)
FAQs
Q: What regions are eligible for regional member pricing?
A: The feature is currently only available in markets that support RAAP and loyalty programs.
Q: How do I set up regional member pricing for my business?
A: To set up regional member pricing, you’ll need to join Google’s loyalty add-on, set up regions in Merchant Center, and add loyalty_program attributes to your regional inventory feed.
Q: Can I use regional member pricing for all of my products and promotions?
A: No, the feature is currently only available for loyalty programs and regional inventory feeds.
Q: How do I know if my landing page is set up correctly for regional member pricing?
A: You can check your landing page settings in Merchant Center to ensure that you have the necessary attributes set up for regional member pricing.
By providing more localized and personalized promotions, Google’s regional member pricing feature has the potential to drive more conversions and revenue for retailers. As the feature continues to develop, it will be interesting to see how merchants and e-commerce businesses adapt and take advantage of this new capability.
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