Why treating incentives as channel extras is breaking checkout — and why sub-50ms decisions matter

https://andyotuu721.timeforchangecounselling.com/how-api-first-coupon-architecture-saves-retailers-more-than-3-000-a-month

Most engineering teams treat incentives — coupons, loyalty redemptions, targeted discounts — as per-channel add-ons. Marketing owns emails, commerce owns site, apps get their own rules