SAP Introduces Innovative Loyalty Management Solution Tailored for Retailers
In the latter half of 2025, SAP is set to unveil a cutting-edge loyalty management platform tailored for retailers and CPG brands. Additionally, the company will introduce an AI-powered shopping assistant designed to integrate seamlessly with any ecommerce platform, which will be available in the first half of 2025.
This announcement was made during the NRF event held in New York earlier this week.
Key features of the loyalty management solution. The upcoming platform will offer the following capabilities:
- Customer profiles linked to a cloud-based loyalty wallet, facilitating personalized marketing and instant basket assessments.
- Management of loyalty programs across various brands and partnerships spanning different regions and markets.
- Omnichannel promotion strategies that allow for real-time redemption, delivering offers, digital payments, and gifting options to customers across all platforms.
- Planning for customer loyalty journeys.
- Analytics to monitor promotion success, connected to financial systems for ROI assessment.
This solution will integrate with SAP S/4HANA Cloud for Retail, SAP Commerce Cloud, SAP Service Cloud, and SAP Emarsys Customer Engagement.
The significance of this development. As expected from SAP, this new offering includes advanced features that will surely attract major stakeholders in the retail sector—such as cross-brand loyalty management. It’s crucial to recognize that customer loyalty plays a vital, often underestimated role in the overall customer experience. While streamlined engagement from awareness to purchase is important, the customer journey does not end there.
Why is SAP invested in this? After acquiring Emarsys in 2020, SAP learned from a recent report that 83% of U.S. consumers feel undervalued by their loyal brands, which SAP describes as a “wake-up call for companies.”
Retail ERP advancements. Another significant announcement at NRF was the launch of SAP S/4HANA Cloud for Retail, Public Edition. This public cloud ERP solution is specifically designed for retailers. Historically, retailers have depended on customizing generic ERP solutions, according to SAP. Cloud for Retail aims to address the challenges of retail merchandising, supply chain integration, and store operations management.
Explore more: SAP Emarsys introduces AI Product Finder
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