Htec's real-time, trigger-based, loyalty system is designed for use by large companies, including BP and Morrisons.
Rapp is promising the alliance will combine this system with insight-led campaign management.
Thomas Funk, chief executive of global data solutions at Rapp, said: "For the first time, clients can buy into a truly one-stop solution where marketing, data management and IT work hand in hand to deliver increased ROI through insight-driven loyalty strategies. This is Loyalty 2.0."
Richard Philips, managing directr of Htec Loyalty, said: "Loyalty solutions have traditionally focused on the most loyal customers - which is not usually where the most return is.
"A truly successful scheme will engage with the more promiscuous ones, recognising behavioural triggers."
This article was first published on brandrepublic.com