Apex Loyalty Highlights the New Standard for Loyalty: Intelligent, Personal, Agentic

When Türkiye hosted its first Loyalty Summit this year, 360DRC – powered by Apex Loyalty – joined as the main sponsor and took the stage with a clear message:

Loyalty is no longer about running a points program. It’s about engineering behavior, measuring incremental revenue, and using AI to make every interaction smarter.

Our team shared the journey from a loyalty agency to a global loyalty-driven growth platform built on Salesforce, and how AI and agentic architectures are reshaping everything from trade programs to customer service.

This article is a snapshot of that story from the Apex Loyalty side.

From agency roots to a loyalty-driven growth platform

Long before “loyalty platforms” became a category, 360DRC emerged as a one-stop loyalty agency in Türkiye: strategy, operations, rewards, content, and technology under one roof. The pain they solved was simple but real: brands were struggling to coordinate multiple vendors for a single loyalty program.

Over time, that practical experience turned into a conviction:

• Loyalty is not a single product.
• It’s a system that combines data, incentives, content, and operations.

To scale that system globally, the technology itself had to evolve. That’s where Apex Loyalty was born: a Salesforce-based, loyalty-driven growth platform that embeds 360DRC’s know-how into configurable software.

Today, Apex Loyalty supports complex, multi-stakeholder ecosystems for manufacturers and global brands: distributors, wholesalers, retailers, field teams, beauty centers, veterinarians, and end consumers, often in the same program.

What we highlighted at Loyalty Summit ’25

At the Summit, we focused on the patterns behind our success, the repeatable engines of growth that sit at the heart of Apex Loyalty:

• Hyper-segmented incentive engines
  Every member… Whether it’s a sales point, a dealer, or a beauty salon, can receive targets and rewards calibrated to their own “size and shape”. Not just by segment, but at member level, using behavioral and transactional data.
• Loyalty-driven digital ordering
  Instead of treating ordering and loyalty as two separate worlds, Apex Loyalty combines them into a unified experience. Members see their personalized targets, place orders directly within the loyalty experience, and immediately see how those orders affect their rewards and progress.
• Perfect Store & in-store execution
  Image recognition and mission mechanics help brands understand what’s happening on the shelf:
  – Is the cooler/fixture compliant?
  – Are the right products visible?
  – Which SKUs are missing?

That insight turns into instant missions and incentives, not a report that sits in a folder.

Across all of these, the unifying thread is simple: Loyalty is measured in incremental revenue, not just in points issued.

AI at the core: From points to predictive relationships

This year’s Loyalty Summit gave us the chance to talk openly about how AI is embedded into Apex Loyalty, as operational intelligence:

• Suggested baskets & smart recommendations
  The platform analyzes past purchases, similar outlets, and brand priorities to propose an AI-generated “ideal basket” for each sales point. If the member accepts that basket, they can earn additional rewards, turning recommendations into measurable uplift.
• Member-level incentive design
  Instead of static, one-size-fits-all campaigns, Apex Loyalty calculates incentives at the individual member level, ensuring targets are ambitious but achievable. The goal is to move from broad campaigns to predictive, personalized relationships.
• Image recognition for Perfect Store
  Sales points photograph their shelf or cooler; the system recognizes SKUs, layout, and gaps; and Apex Loyalty instantly recommends orders and missions to close compliance and availability gaps. What used to require large field teams can now be orchestrated through the loyalty layer.

These capabilities set the stage for the next big shift: agentic AI.

Fresh from Dreamforce ’25: What Agentic Enterprise means for loyalty

Right before Loyalty Summit ’25, our team attended Dreamforce 2025 in San Francisco, where Salesforce doubled down on its AgentForce and Agentic Enterprise vision.

A few key messages stood out, and they align strongly with where Apex Loyalty is heading:

1. Agentic Enterprise is no longer just a vision

Dreamforce ’25 was less about “AI hype” and more about real enterprise problems:

• Reliability and guardrails
• Regulation and compliance
• Preventing hallucinations
• Managing many agents inside and outside the company
• Designing and monitoring end-to-end processes

The message was clear: Agentic Enterprise is now an engineering and governance challenge, not just a product demo.

2. Agent Builder as a “self-service agent factory”

Salesforce introduced a completely redesigned Agent Builder, a way for teams to:

• Design agents without writing code
• Control agent behavior, scope, and tone
• Monitor performance and iterate on scenarios at scale

For Apex Loyalty, built on Salesforce, this creates a powerful foundation for loyalty-specific agents that can sit on top of our existing data and processes.

3. From single GPTs to agent ecosystems (A2A)

Salesforce’s broader vision is moving from isolated AI assistants to ecosystems of agents that can talk to each other (A2A – Agent-to-Agent), coordinating workflows across:

• Marketing
• Sales and trade marketing
• Service and operations

In a loyalty context, that means we’re moving toward a world where:

• One agent can design and launch a campaign,
• Another can monitor performance and adjust incentives,
• Another can handle member inquiries conversationally,
• And they can all coordinate using the same underlying loyalty and commerce data.

What this means for Apex Loyalty customers

For brands working with us, Agentic Enterprise is the next layer on top of the platform.

In practical terms, this opens up new possibilities such as:

• AI agents for marketers
  “Create a campaign for underperforming outlets in Region X, with 10% incremental volume targets and tiered rewards, and then monitor and optimize it weekly.”
• AI agents for trade and field teams
  “Identify all outlets that haven’t placed an order this month, calculate their potential based on history, and trigger missions and outreach.”
• AI agents for member support and engagement
  “Explain my points, show me my nearest rewards, and help me use them, directly in chat, without forcing me to log into a portal.”

The more reliable, explainable, and measurable these agents become, the more loyalty moves from a static program to a living, adaptive system that optimizes itself around behavior and outcomes.

Looking ahead

Loyalty Summit ’25 was a milestone for Türkiye’s loyalty ecosystem, and a perfect moment for us to connect the dots between:

• 360DRC’s 13+ years of designing and operating loyalty programs,
• Apex Loyalty’s Salesforce-based loyalty-driven growth platform, and
• Salesforce’s Agentic Enterprise vision showcased at Dreamforce ’25.

From day one, our focus has been incremental revenue, and we’re now amplifying that with loyalty-powered, agentic growth systems that connect incentives, data, and AI.