SAP has shared plans to release a new loyalty management solution in the second half of 2025.
The solution targets retailers and consumer packaged goods companies.
In doing so, it aims to equip customer experience teams with the tools to create new customer loyalty programs that include personalized, real-time offers.
While SAP hasn’t yet confirmed a name for the solution, it has teased several features.
These include “Loyalty Profiles” that connect shoppers with a cloud-based “loyalty wallet”.
From the wallet, customers may track rewards, redeem personalized offers, and view entitlements, while the business can run analytics, like real-time basket analysis.
Then, there’s an option for organizations to centralize loyalty programs across regions and markets. They may also enable shared programs with partners.
Additionally, the solution will allow for omnichannel promotion planning, so brands can send offers, share gifts, and accept digital payments “on any channel”.
Meanwhile, SAP will embed quantifiable metrics to monitor the performance of loyalty programs, promotions, and initiatives.
Supplementing this are integrations to financial systems to help track ROI and enable settlements.
Finally, the solution connects to other SAP systems, sharing data across the CX ecosystem. Indeed, it integrates with SAP Emarsys Customer Engagement, Commerce Cloud, Service Cloud, and the new S/4HANA Cloud for Retail, Public Edition (more on this later).
Wait… Doesn’t SAP Already Have a Loyalty Management Solution?
Some onlookers may note that SAP already has a loyalty solution that’s part of Emarsys.
That offering – Emarsys Loyalty – offers similar features, allowing businesses to assign rewards and special statuses to customers based on their interactions, engagement levels, and spending habits.
Yet, by drawing from Emarsys and honing loyalty management to the retail sector, SAP can differentiate through industry-specific innovation.
Expect that to be a big topic throughout 2025, as tech giants – like SAP – preconfigure customizable blueprints, flows, AI models, and AI Agents for specific sectors.