Merkle, dentsu’s leading customer experience transformation consultancy, has announced a strategic partnership with Airship and Salesforce Marketing Cloud to reshape how brands design and deliver mobile-first loyalty experiences. The collaboration integrates Salesforce’s loyalty infrastructure, Airship’s mobile engagement capabilities, and Merkle’s data-driven strategy to help marketers transform customer signals into real-time, personalized actions.

Building Mobile-First Loyalty at Scale

In the age of mobile commerce, loyalty programs must evolve beyond points and rewards. The new mobile-first loyalty framework unites the best of three ecosystems:

• Salesforce Marketing Cloud’s Loyalty Management provides the scalable backbone for earning, redeeming, and managing loyalty across every channel.

• Airship enhances engagement through real-time, personalized interactions across mobile apps, web, and digital wallets.

• Merkle orchestrates the data, identity, and strategy layer—turning loyalty into a responsive, living system that adapts to customer behavior.

“Modern consumers are constantly on the move,” said David Novak, Global Head of CRM at Merkle. “By combining Salesforce’s loyalty platform with Airship’s mobile intelligence, we can help brands create real-time value exchanges in the palm of their customers’ hands.”

A Unified Loyalty Experience Across Every Mobile Touchpoint

The partnership empowers marketers to design mobile-centered loyalty programs that function seamlessly across apps, web, in-store, and digital wallets. Leveraging Airship’s unified wallet and Salesforce’s bi-directional integration, Merkle’s clients can now activate signal-based campaigns and deploy loyalty journeys faster than ever before.

Key advantages include:

• Faster time-to-market with Salesforce-aligned loyalty journeys.

• Cross-platform efficiency through unified Android and iOS integrations.

• Consistent brand experience via Airship’s wallet, RCS, and push notification ecosystem.

• Reduced operational complexity by eliminating the need to manage multiple code bases or cloud environments.

Redefining the Value of Loyalty

“Customers expect loyalty programs that offer convenience, savings, and connection,” said Brett Caine, CEO of Airship. “Together with Merkle and Salesforce, we’re helping brands deliver personalized, real-time experiences that drive measurable growth.”

David Adler, Product Management Director at Salesforce Loyalty Management, added that this collaboration addresses one of marketers’ biggest challenges—mobile integration complexity. “With Airship, brands can now deliver best-in-class loyalty experiences without managing multiple technologies or environments. Merkle brings deep Salesforce expertise to make this possible.”

Why It Matters

This alliance signals a broader industry shift toward mobile-first loyalty ecosystems that merge data, personalization, and seamless technology. As consumer expectations evolve, loyalty is becoming a dynamic, real-time exchange—where relevance, convenience, and immediacy drive lasting relationships.

With this new solution, Merkle, Airship, and Salesforce are redefining what modern loyalty looks like—always-on, always-personal, and always in your customer’s hand.

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