SAP Emarsys & Annex Cloud to transform customer loyalty

The integration of SAP Emarsys with Annex Cloud’s enterprise-level loyalty Experience Platform has been recognised as an SAP Endorsed App. The integration seeks to enhance the ability of brands to foster customer loyalty through personalised omnichannel experiences facilitated by collecting valuable first-party data.

Recent research by SAP Emarsys has highlighted changes in consumer loyalty patterns in Australia. The study reveals that 22% of consumers feel that retailers and brands need to exert more effort to maintain their loyalty, while 33% have prioritised cost over brand loyalty. Additionally, 48% of shoppers expect personalised offers and deals as a reward for their loyalty. These insights indicate a significant opportunity for brands to strengthen customer relationships and drive revenue through sophisticated loyalty programs.

Leveraging this opportunity, the integration between SAP Emarsys' customer engagement platform and Annex Cloud’s SaaS loyalty management platform offers a solution to the challenges of maintaining customer loyalty. By incentivising customer interactions to collect rich zero and first-party data, the integration aims to deliver highly personalised, loyalty-driven omnichannel experiences. Notable brands, such as Molton Brown, are expected to benefit from building deeper customer relationships and increasing customer lifetime value.

The connection between SAP Emarsys and Annex Cloud’s loyalty platform provides marketers with enhanced loyalty data, enabling them to employ AI-driven customer segmentation capabilities at scale. Key data points such as loyalty status, average order value and product affinity can be analysed to offer highly personalised rewards, incentives and promotions at every customer touchpoint.

Erin Raese, SVP GTM at Annex Cloud, commented on the integration, stating, “While the research shows customers today are fickle, there is an enormous opportunity for brands to use loyalty strategies, and the data collected, to elevate their customer relationships by delivering meaningful relevant experiences, driven by loyalty data and AI, that motivate customers to engage and purchase. The combined solution that Annex Cloud and SAP Emarsys offer enables organisations to personalise at scale."

SAP Endorsed Apps like Annex Cloud aim to extend SAP solutions with intelligent technologies from the SAP partner ecosystem to deliver proven outcomes. These apps are premium certified by SAP, having undergone added security measures, in-depth testing and benchmarks to meet required standards.

Silvana Tagand, Regional Vice President of Revenue for APJ at SAP Emarsys, also expressed her views on the achievement, saying, “Achieving SAP Endorsed status for its Loyalty Experience Platform highlights the success of our partnership with Annex Cloud and will help us drive innovations, value and revenue for our customers.”