A significant announcement was made by SAP at the NRF event in New York this week, unveiling a new loyalty management solution tailored for retailers and CPG brands. Set to launch in the second half of 2025, this solution is designed to revolutionize how businesses manage customer loyalty.
Key features of the loyalty management solution include the ability to create shopper profiles linked to a cloud-based loyalty wallet, enabling personalized targeting and real-time basket analysis. Moreover, it will support loyalty management across multiple brands and loyalty programs, allowing for seamless integration with partners across various regions and markets. The solution also offers omnichannel promotion planning with real-time redemption, digital payment options, and gifting capabilities across all customer touchpoints.
In addition to these features, the loyalty management solution will include loyalty journey planning and metrics to track promotion performance, providing valuable insights linked to financial systems for measuring ROI. Integration with SAP S/4HANA Cloud for Retail, SAP Commerce Cloud, SAP Service Cloud, and SAP Emarsys Customer Engagement will further enhance the functionality and effectiveness of the solution.
The importance of customer loyalty in the overall customer experience cannot be understated. While seamless engagement from discovery to conversion is crucial, maintaining customer loyalty post-purchase is equally vital. SAP’s new solution aims to address this critical aspect of the customer journey, ensuring that brands can engage and retain their customers effectively.
Recent research by SAP’s Emarsys revealed that a significant number of consumers in the U.S. feel undervalued by the brands they remain loyal to, highlighting the urgent need for brands to prioritize customer loyalty. This serves as a wake-up call for businesses to reassess their loyalty strategies and invest in solutions that enhance customer engagement and retention.
In addition to the loyalty management solution, SAP also announced the general availability of SAP S/4HANA Cloud for Retail, Public Edition. This cloud-based ERP solution is specifically tailored for retailers, offering comprehensive capabilities for managing retail merchandising, supply chain integration, and store operations. Retailers can now leverage this specialized ERP solution to streamline their operations and enhance efficiency in a rapidly evolving retail landscape.
Overall, SAP’s latest offerings highlight the company’s commitment to empowering retailers and CPG brands with innovative solutions that drive customer loyalty, enhance operational efficiency, and deliver exceptional customer experiences. With the retail industry undergoing rapid transformation, embracing cutting-edge technology and customer-centric strategies is essential for sustainable growth and success in the digital age.