SAP, which already owns Emarsys and partners with Annex Cloud, will launch a new loyalty management solution in the second half of 2025 targeting retailers and consumer packaged goods companies. The new offering will include loyalty profiles connected to a cloud-based loyalty wallet where members can track and redeem rewards. It will also connect to other SAP systems including Emarsys Customer Engagement, Commerce Cloud, Service Cloud and the new S/4HANA Cloud for Retail.