GoogleWebmasterCentral

As part of our ongoing efforts to simplify the Google Search results page, we will be phasing out support for a few structured data features in Search. We regularly evaluate the usefulness of Search features, both for users and website owners.

Member benefits, such as lower prices and earning loyalty points are a major factor considered by shoppers when buying products online. Today we're adding support for defining loyalty programs under Organization structured data combined with loyalty benefits under Product structured data.