Leveraging APIs to enrich the loyalty programme experience


At a time when digital transformation has become a business priority, APIs (application programming interfaces) and third-party integrations have become the lifeblood of modern organisations. The impact on loyalty programmes have been equally significant. By efficiently injecting these technologies, companies can more effectively transform their loyalty programmes to better meet the demands of the connected customer.

But first, let us take a step back to understand what APIs are.

A core function of IT systems today is the ability to integrate. This is fuelled by the shift to distributed services architectures and the maturity of the cloud allowing pockets of data processing intelligence to be located anywhere in the world. In effect, APIs are the contracts that exists between all these distributed systems that allows them to communicate effectively and securely.

An API becomes even more significant in a loyalty ecosystem where programme building blocks, partners, and end user touch points are functioning in a distributed environment across geographic and corporate boundaries. Furthermore, having your API in-house improves effective data exchange, leading to better programme functionality. Invariably, this will bring about enhanced customer value.

Of course, APIs are not new. Their journey began as basic software connectors in the pre-1970s and have steadily evolved to becoming the globally networked interfaces of today. There have been significant changes over the decades where APIs have transitioned from SOAP-based protocols, which were bulky and XML-oriented, to the more streamlined REST interfaces using JSON. We are now witnessing the rise of GraphQL, which optimises data retrieval through a query language. This evolution is indicative of a broader shift towards more efficient, scalable, and flexible digital ecosystems.

Now, in the API economy, the focus has moved beyond pure connectivity to one that creates value through the integration capabilities provided by the technology. For instance, as APIs enable serverless architectures and edge computing, they become a cornerstone to decentralising the internet. And when factoring in the likes of blockchain technology, this decentralisation paves the way for more open and collaborative digital environments.

However, it is important to apply a strategic mindset to benefitting from API and third-party integration. Blindly adopting new technologies like Firebase or Blockchain APIs without assessing their relevance can result in inefficiencies. After all, not every solution is suitable for every scenario, especially when considering factors like data structure, transaction volumes, application complexity, and regulatory requirements.

The LoyaltyPlus difference

We have developed a sophisticated integration layer to manage the increasing number of APIs and workloads. This layer enables us to script integration routes, providing a centralised domain for integration that enhances visibility, security, and scalability. To this end, we have embraced modern technologies like Quarkus, Apache Camel, Hazelcast, and Kafka. These are used to develop a cloud-native Java platform that supports our expansive integration needs.

By taking a partnership approach in this regard, we have been able to expand the reach of our loyalty programme value proposition while also accelerating point accrual and diversifying redemption options for our customers. Our integration with service providers like payment gateways, social media, e-commerce platforms, and travel booking APIs ultimately enriches the customer experience. At the corporate level, it enables CRM-like functions and rich data analytics. But more importantly, we ensure that each integration adds tangible value while not compromising on data security or the customer experience.

Yes, integrating with third-party services and APIs do come with its share of challenges. To overcome these, businesses must focus on the strategic benefits while keeping their eyes on data security. Integration must be as seamless as possible. This comes from choosing reliable partners. It is not just about technology but creating an environment where business objectives and digital capabilities can align.


As an organisation, we are not just about leveraging APIs and third-party integrations. Our focus is very much on the opportunities that containerisation can provide as well as being reliant on vendor-agnostic platforms. Through this approach, we will continue to optimise our hosting environment and enhance our agility and resilience in the ever-evolving digital landscape.

The API boom presents significant opportunities for enriching loyalty programmes the world over. By strategically embracing this wave, we have been able to transform customer experiences, create more value, and stay competitive in a digital-first world.