SAP to launch loyalty management solution for retailers

A new loyalty management solution aimed at retailers and CPG brands will be released by SAP in the second half of 2025. The company also entered the agentic space on behalf of retail, with a shopping assistant AI agent, made to integrate with any ecommerce storefront, that will be generally available in the first half of 2025.

The news came at the NRF event in New York this week.

Loyalty management key features. Capabilities of the new solution include:

• Profiles connecting shoppers with a cloud-based loyalty wallet, supporting personalized targeting and real-time basket analysis.
• Loyalty management across multiple brands and loyalty programs shared with partners (across regions and markets).
• Omnichannel promotion planning with real-time redemption to deliver offers, digital payment and gifting to all customers across all channels.
• Loyalty journey planning.
• Metrics that track promotion performance, linked to financial systems to measure ROI.

The solution will integrate with SAP S/4HANA Cloud for Retail, SAP Commerce Cloud, SAP Service Cloud and SAP Emarsys Customer Engagement.

Why we care. As one might expect from SAP, this solution has bells and whistles that will interest big players in the retail space — managing loyalty across brands and regions, for example. We care because it’s a reminder that loyalty forms a sometimes overlooked part of the customer experience. Seamless engagement from discovery through to conversion is great; but CX doesn’t stop there.

Why does SAP care? Emarsys, acquired by SAP in 2020, this week reported that four in five (83%) consumers in the U.S. feel undervalued by the brands they remain loyal to. SAP describes this as a “wake-up call for brands.”

ERP for retail. The other major announcement at NRF was the general availability of SAP S/4HANA Cloud for Retail, Public Edition. This is a public cloud-based ERP solution specifically for retailers. Retailers have historically relied on customizing generic ERP solutions, said SAP in a release. Cloud for Retail is focused on managing the complexities of retail merchandising, supply chain integration and store operations.

Dig deeper: SAP Emarsys launches AI Product Finder