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SAP America delivers value to the customer

SAP America booth at NRF 2025
SAP America introduced three new solutions at NRF 2025: Retail's Big Show.

SAP America’s vision for its retail offerings centers around enhancing operational efficiency and customer engagement through innovative, integrated solutions.

The enterprise technology giant introduced three new solutions at NRF 2025: Retail’s Big Show, leading with the general availability of SAP S/4HANA Cloud for Retail, Public Edition. This ERP solution, delivered through public cloud architecture and built specifically for retailers, offers industry-specific processes and integrations available out-of-the-box. 

At its foundation, the solution offers integrated management of finance, procurement, merchandising, and operational data. In addition, industry-specific data models eliminate the need for customization.

"With the introduction of SAP S/4HANA Cloud Public Edition, retail, fashion, and vertical business solution, SAP aims to centralize operational data and streamline finance, procurement, and merchandising processes," Kristin Howell, global VP of the retail industry business unit, SAP America, told Chain Store Age. "The cloud-based ERP solution is designed to cater to businesses of all sizes, providing a scalable and flexible platform that meets the complex needs of modern retail operations."

At the conference, SAP also announced a new retail and CPG loyalty management solution it is releasing in the second half of 2025. This new solution aims to let retailers provide customers experiential journeys and personalized, real-time offers to help earn their loyalty.

The solution will integrate with SAP S/4HANA Cloud for Retail, Public Edition, as well as SAP Commerce Cloud, SAP Service Cloud and SAP Emarsys Customer Engagement. It will enable retailers to create loyalty profiles that connect shoppers with a cloud-based loyalty wallet, facilitating targeted and personalized offers as well as real-time basket analysis.

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In addition, retailers will be able to perform multi-brand loyalty management and share loyalty programs with CPG partners while centralizing loyalty efforts across regions and markets to combine brand programs for enhanced market share.

The solution will also offer a single place for omnichannel promotion planning with real-time omnichannel redemption, digital payment and gifting capabilities for customers. Quantifiable metrics will track promotion performance while linking to financial systems to enable measurement of ROI and settlements with their member and partner brands.

And in the first half of 2025, SAP America will make a shopping assistant AI agent generally available. Delivered with the SAP CX AI Toolkit, this intelligent and autonomous agent will prompt shoppers through a series of questions to help them find the right product. An API-first design will enable the agent to be integrated into any e-commerce storefront.

[READ MORE: Puma personalizes customer experience across touchpoints with SAP Emarsys AI]

"SAP is committed to offering advanced technologies to further empower retailers," Howell said. "The deployment of an AI-powered shopping assistant within the Commerce Cloud solution and the introduction of a customer loyalty program management toolkit in 2025 exemplify SAP's dedication to enhancing the customer experience. 

"By reducing the distance between customers and data, SAP's modular yet integrated approach ensures that retailers can meet consumer expectations profitably and efficiently," concluded Howell.

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