Most SaaS platforms promise ‘next best action’, but deliver generic outputs. Without strategic inputs, they can’t tailor the right product, offer, timing, and channel in unison.

Retailers need more than one algorithm – not just next best action:

• Time to next shop.
• Next best product.
• Best-fit offer.
• Most effective channel.

These algorithms need to work together; aligned to both customer segments and business goals.

Loyalty isn’t the same for every customer – so a loyalty platform can’t be the same for every retailer. High-value regulars, mid-loyals, and lapsing segments all need different approaches. SaaS can’t flex without strategic configuration.

Many loyalty platforms force retailers to manually build offers – so they end up being limited to a few, rather than thousands of targeted ones. They’re losing scale, speed and relevance.

Platforms like Eagle Eye are powerful loyalty execution tools – but they need intelligent, personalised inputs. That’s where a decision intelligence platform like HyperFinity steps in, delivering dynamic decisions at scale via an API.

Without guardrails, basic recommender engines often make avoidable mistakes – like pushing ads and offers for out-of-stock or recently purchased items. Guardrails protect the brand and the customer experience.

CRM, app, media, and site platforms often operate in silos – meaning any personalisation efforts can become fragmented. A central decision engine ensures consistent messaging, better ROI and joined-up customer journeys.

SaaS helps build the audience. But monetisation from supplier funding comes from targeted, automated campaigns – complete with closed-loop reporting and measurable outcomes.

Getting supplier funded loyalty right can have a real impact on retailers’ bottom lines. Up to 50% of loyalty costs can be covered by suppliers – if you’ve got the right segmentation, targeting and reporting infrastructure in place.

The tech isn’t broken. What’s missing is the strategy layer. With decision intelligence, SaaS platforms move from ‘just functioning’ to driving real performance.