{"id":17337,"date":"2025-11-03T15:15:21","date_gmt":"2025-11-03T15:15:21","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=17337"},"modified":"2025-11-03T15:15:21","modified_gmt":"2025-11-03T15:15:21","slug":"merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/","title":{"rendered":"Merkle Partners with Airship to Launch Mobile Loyalty Accelerator for Salesforce Marketing Cloud"},"content":{"rendered":"<p>&nbsp;<\/p>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_What_is_the_announcement\" >\u00a0What is the announcement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Case_Study_Insights\" >\u00a0Case Study Insights<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#Case_Study_A_Accelerating_Mobile%E2%80%91First_Loyalty_Programmes\" >Case Study A: Accelerating Mobile\u2011First Loyalty Programmes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#Case_Study_B_Bridging_Omnichannel_Loyalty_with_Mobile_Data\" >Case Study B: Bridging Omnichannel Loyalty with Mobile Data<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Strategic_Industry_Commentary\" >\u00a0Strategic &amp; Industry Commentary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Key_Takeaways\" >\u00a0Key Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Whats_the_Partnership_What_It_Does\" >\u00a0What\u2019s the Partnership &amp; What It Does<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Case_Study_A_Accelerating_Mobile%E2%80%91First_Loyalty_Programmes\" >\u00a0Case Study A: Accelerating Mobile\u2011First Loyalty Programmes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Case_Study_B_Bridging_Omni%E2%80%91Channel_Loyalty_with_Mobile_Data\" >\u00a0Case Study B: Bridging Omni\u2011Channel Loyalty with Mobile &amp; Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Strategic_Commentary_Industry_Implications\" >\u00a0Strategic Commentary &amp; Industry Implications<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/03\/merkle-partners-with-airship-to-launch-mobile-loyalty-accelerator-for-salesforce-marketing-cloud\/#_Key_Takeaways-2\" >\u00a0Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"_What_is_the_announcement\"><\/span>\u00a0What is the announcement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Merkle (a dentsu company and global customer\u2011experience transformation consultancy) has entered into a strategic partnership with Airship to create a <strong>mobile\u2011first loyalty accelerator solution<\/strong> built on Salesforce Marketing\u202fCloud\u2019s loyalty capabilities. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>The announcement was published via Business\u202fWire on 28\u202fOctober\u202f2025. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>The joint solution will enable brand marketers and product managers who use Salesforce Loyalty Management to deploy mobile\u2011centred loyalty programmes faster, spanning app, web, mobile wallet, push\/RCS, in\u2011store and other touch\u2011points. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>Key platform roles:\n<ul>\n<li>Salesforce Loyalty Management provides the core capability to manage loyalty earning &amp; redemption across touchpoints. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>Airship brings mobile experience expertise: push, in\u2011app, mobile wallet passes, real\u2011time messaging, mobile behavioural data flowing into Salesforce journeys. (<a title=\"Airship Integration With Salesforce\" href=\"https:\/\/www.airship.com\/partners\/airship-salesforce\/?utm_source=chatgpt.com\">Airship<\/a>)<\/li>\n<li>Merkle provides the strategy, data\/identity stack, orchestration experience, and \u201cmobile\u2011first loyalty programme design &amp; activation\u201d services. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Case_Study_Insights\"><\/span>\u00a0Case Study Insights<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Case_Study_A_Accelerating_Mobile%E2%80%91First_Loyalty_Programmes\"><\/span>Case Study A: Accelerating Mobile\u2011First Loyalty Programmes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Facts &amp; Implementation:<\/strong><\/p>\n<ul>\n<li>With the integration, brands using Salesforce can trigger mobile wallet passes (via Airship) directly from loyalty flows, send mobile push\/in\u2011app messages based on behavioural signals, and update Salesforce segments in real time with mobile interaction data. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>Merkle emphasises that this enables faster time\u2011to\u2011market: \u201cbrands can design and execute mobile\u2011centered loyalty programmes \u2026 optimized for app, web, wallet, push, RCS and in\u2011store experience from the start.\u201d (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<\/ul>\n<p><strong>Impacts:<\/strong><\/p>\n<ul>\n<li>Instead of loyalty programmes being designed around traditional channels (email, physical cards), this sets mobile at the heart \u2014 which matches consumer behaviour (mobile\u2011first, wallet\u2011enabled, always connected).<\/li>\n<li>The mobile\u2011behavioural data (from Airship) feeds back into Salesforce, enabling smarter segmentation and real\u2011time feedback loops. This raises the sophistication of loyalty programmes.<\/li>\n<li>For brands, the benefit is both faster rollout and richer mobile experience: mobile wallet passes, push notifications for tier upgrades or rewards, in\u2011app experiences.<\/li>\n<\/ul>\n<p><strong>Lesson:<\/strong><\/p>\n<ul>\n<li>If your brand is looking to evolve loyalty beyond \u201cpoints and physical cards\u201d, this kind of partnership shows how mobile + data + orchestration can drive step\u2011change rather than incremental improvement.<\/li>\n<li>Key enabler: aligning strategy (via Merkle) + platform (Salesforce) + mobile tech (Airship) rather than buying a standalone mobile loyalty bolt\u2011on.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Case_Study_B_Bridging_Omnichannel_Loyalty_with_Mobile_Data\"><\/span>Case Study B: Bridging Omnichannel Loyalty with Mobile Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Facts:<\/strong><\/p>\n<ul>\n<li>The partnership emphasises bi\u2011directional data flows: mobile behaviour captured by Airship can trigger Salesforce journeys; likewise loyalty status in Salesforce can trigger mobile notifications. (See Airship + Salesforce integration documentation) (<a title=\"Airship Integration With Salesforce\" href=\"https:\/\/www.airship.com\/partners\/airship-salesforce\/?utm_source=chatgpt.com\">Airship<\/a>)<\/li>\n<li>The architecture supports channels: app, web, mobile wallet, push, RCS, in\u2011store. This breadth means loyalty programmes can cover both digital and physical retail\/touch\u2011points. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<\/ul>\n<p><strong>Impacts:<\/strong><\/p>\n<ul>\n<li>By unifying mobile behavioural data and loyalty status, the user experience becomes more seamless: e.g., earn points via app purchase \u2192 receive mobile wallet pass update \u2192 get push notification of reward redeemable in store.<\/li>\n<li>The real\u2011time nature and mobile focus means brands can respond quickly (e.g., tier\u2011upgrade triggers instant mobile wallet pass, notification of benefits). This increases program engagement and satisfaction.<\/li>\n<li>Omnichannel capability also means loyalty is no longer siloed: mobile, web, and physical are connected.<\/li>\n<\/ul>\n<p><strong>Lesson:<\/strong><\/p>\n<ul>\n<li>Modern loyalty programmes must stop treating mobile as an afterthought \u2014 mobile behaviour and pass\u2011based experiences are now core.<\/li>\n<li>The real value of loyalty comes not just from \u201cpoints earned\u201d but from seamless experience, responsive triggers, and integration across devices and channels.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Strategic_Industry_Commentary\"><\/span>\u00a0Strategic &amp; Industry Commentary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The announcement highlights a broader shift: loyalty programmes are evolving from static \u201cearn\/redeem\u201d card\u2011based systems into <strong>mobile\u2011first, data\u2011driven, real\u2011time engagement engines<\/strong>.<\/li>\n<li>It underscores how marketing technology stacks are becoming more integrated: you need orchestration (Merkle), CRM\/loyalty backbone (Salesforce), and mobile tech\/messaging (Airship). A siloed approach is less viable.<\/li>\n<li>For marketers: This partnership allows a faster path to implement advanced mobile loyalty without building everything in\u2011house, by leveraging best\u2011in\u2011class tech + consultancy.<\/li>\n<li>For service providers: Merkle\u2019s role shows that strategy + data + implementation are still critical; you cannot just \u201cinstall software\u201d \u2014 you must define journeys, data strategy, integration.<\/li>\n<li>For brands: If you are not considering mobile wallet\/Passbook, push\/notification triggers, mobile behavioural data for loyalty, you are at risk of falling behind consumer expectations.<\/li>\n<li>A caveat: While tools and frameworks accelerate deployment, success still rests on brand value, reward structure, compelling user experience, and measurement of loyalty ROI. Technology alone won\u2019t guarantee success.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Key_Takeaways\"><\/span>\u00a0Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li><strong>Mobile\u2011first loyalty is now imperative<\/strong>: Mobile wallet passes, push\/in\u2011app notifications and mobile behaviour matter.<\/li>\n<li><strong>Data integration is key<\/strong>: Mobile interaction data must feed into loyalty CRM so you can act in real time.<\/li>\n<li><strong>Partnerships accelerate capability<\/strong>: Rather than building everything yourself, leveraging specialist vendors and consultancy enables faster rollout with less risk.<\/li>\n<li><strong>Omnichannel matters<\/strong>: Loyalty programs must cover app, web, mobile wallet and instore \u2014 not just digital or physical in isolation.<\/li>\n<li><strong>Strategy + UX still matter<\/strong>: While tech is enabling, the reward mechanics, brand relevance, user experience, and measurement (engagement, retention, lifetime value) remain central.<\/li>\n<li>Here\u2019s a detailed <strong>case\u2011study + commentary<\/strong> breakdown of the partnership between Merkle, Airship and Salesforce Marketing Cloud, which is creating a \u201cmobile\u2011loyalty accelerator\u201d solution \u2014 including what it is, how it works, and strategic implications for marketers.<br \/>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Whats_the_Partnership_What_It_Does\"><\/span>\u00a0What\u2019s the Partnership &amp; What It Does<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Merkle (a dentsu company, specializing in customer experience transformation) announced a strategic alliance with Airship and Salesforce Marketing Cloud to create a solution for brands to deploy mobile\u2011first loyalty programmes more quickly. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>The announcement explains the solution as:\n<ul>\n<li>Using Salesforce Loyalty Management (within Marketing Cloud) as the core platform for loyalty programme rules (earn\u2011\/redeem, tiering, omnichannel). (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>Leveraging Airship\u2019s mobile experience platform (mobile wallet, push\/in\u2011app, mobile behaviour capture) to enable mobile\u2011first interactions. (<a title=\"Airship Integration With Salesforce\" href=\"https:\/\/www.airship.com\/partners\/airship-salesforce\/?utm_source=chatgpt.com\">Airship<\/a>)<\/li>\n<li>Merkle providing the strategy, data &amp; orchestration layer to design and activate mobile\u2011first loyalty journeys for clients \u2014 \u201coptimized for app, web, wallet, push, RCS and in\u2011store experience from the start.\u201d (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty Accelerator Solution for Salesforce Marketing Cloud\" href=\"https:\/\/www.sttinfo.fi\/tiedote\/71577878\/merkle-partners-with-airship-to-create-mobile-loyalty-accelerator-solution-for-salesforce-marketing-cloud?lang=en&amp;publisherId=58763726&amp;utm_source=chatgpt.com\">sttinfo.fi<\/a>)<\/li>\n<\/ul>\n<\/li>\n<li>The press release emphasises the benefits: a faster time\u2011to\u2011market for mobile\u2011centred loyalty programmes, more connected customer experiences, and closer alignment of mobile signals into loyalty and value creation. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Case_Study_A_Accelerating_Mobile%E2%80%91First_Loyalty_Programmes\"><\/span>\u00a0Case Study A: Accelerating Mobile\u2011First Loyalty Programmes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Facts &amp; Implementation:<\/strong><\/p>\n<ul>\n<li>The solution enables brands using Salesforce\u2019s loyalty suite to plug in Airship\u2019s mobile capabilities (mobile wallet passes, push\/in\u2011app notifications, mobile behavioural data) into the loyalty flow. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty Accelerator Solution for Salesforce Marketing Cloud\" href=\"https:\/\/www.sttinfo.fi\/tiedote\/71577878\/merkle-partners-with-airship-to-create-mobile-loyalty-accelerator-solution-for-salesforce-marketing-cloud?lang=en&amp;publisherId=58763726&amp;utm_source=chatgpt.com\">sttinfo.fi<\/a>)<\/li>\n<li>Merkle\u2019s role: design the journeys, integrate data, orchestrate across mobile\/web\/in\u2011store channels. The idea is loyalty experiences that are mobile by default\u2014not mobile \u201cafterthoughts\u201d. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<li>Example: A loyalty programme could trigger a push notification when a mobile wallet pass shows a tier upgrade, then feed that event into Salesforce loyalty module to redeem a reward on\u2011site or online.<\/li>\n<\/ul>\n<p><strong>Impacts:<\/strong><\/p>\n<ul>\n<li>Brands gain speed: they can launch loyalty programmes with mobile\u2011native design rather than retrofit mobile features later.<\/li>\n<li>They capture richer mobile behavioural signals (app usage, mobile wallet interactions, push behaviour) feeding into loyalty\/CRM.<\/li>\n<li>The experience becomes seamless across channels: app\u2011based interaction \u2192 wallet pass \u2192 physical redemption \u2192 loyalty points tracked.<\/li>\n<\/ul>\n<p><strong>Lesson:<\/strong><\/p>\n<ul>\n<li>If your brand is considering upgrading or launching a loyalty programme, building mobile first \u2014 rather than \u201cadd mobile later\u201d \u2014 is a competitive differentiator.<\/li>\n<li>The integration of strategy (Merkle) + platform (Salesforce) + mobile technology (Airship) is critical: tech alone won\u2019t deliver without journey design and data orchestration.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Case_Study_B_Bridging_Omni%E2%80%91Channel_Loyalty_with_Mobile_Data\"><\/span>\u00a0Case Study B: Bridging Omni\u2011Channel Loyalty with Mobile &amp; Data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Facts &amp; Implementation:<\/strong><\/p>\n<ul>\n<li>The partnership emphasises bidirectional integration: mobile signals (from Airship) feed into Salesforce journeys\/segments; loyalty statuses (from Salesforce) drive mobile wallet\/push experiences. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty Accelerator Solution for Salesforce Marketing Cloud\" href=\"https:\/\/www.sttinfo.fi\/tiedote\/71577878\/merkle-partners-with-airship-to-create-mobile-loyalty-accelerator-solution-for-salesforce-marketing-cloud?lang=en&amp;publisherId=58763726&amp;utm_source=chatgpt.com\">sttinfo.fi<\/a>)<\/li>\n<li>Channels covered: app, web, mobile wallet, push\/RCS, in\u2011store. The programme is no longer siloed to one channel. (<a title=\"Merkle Partners with Airship to Create Mobile Loyalty ...\" href=\"https:\/\/www.businesswire.com\/news\/home\/20251028671392\/en\/Merkle-Partners-with-Airship-to-Create-Mobile-Loyalty-Accelerator-Solution-for-Salesforce-Marketing-Cloud?utm_source=chatgpt.com\">Business Wire<\/a>)<\/li>\n<\/ul>\n<p><strong>Impacts:<\/strong><\/p>\n<ul>\n<li>The customer journey becomes more connected: e.g., a user opens the mobile app \u2192 earns points \u2192 receives wallet pass update \u2192 goes to store \u2192 redeems points \u2192 loyalty status updates \u2192 triggers further mobile message.<\/li>\n<li>Brands can achieve deeper engagement and higher lifetime value by real\u2011time interaction, not just static points accumulation.<\/li>\n<li>Mobile\u2011first loyalty helps meet modern expectations: Smartphone is often the platform where loyalty is experienced; wallet passes provide immediate value.<\/li>\n<\/ul>\n<p><strong>Lesson:<\/strong><\/p>\n<ul>\n<li>Loyalty programmes should treat mobile as <em>core<\/em> channel\u2014not just another channel. You need mobile behavioural data, wallet integration, real\u2011time message triggers.<\/li>\n<li>Data orchestration is key: Without connecting signals across mobile\/web\/in\u2011store, experience degrades and your loyalty programme becomes fragmented.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Strategic_Commentary_Industry_Implications\"><\/span>\u00a0Strategic Commentary &amp; Industry Implications<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The announcement reflects a broader trend: loyalty programmes are evolving from static \u201ccard &amp; points\u201d models to dynamic, mobile\u2011native, real\u2011time engagement engines.<\/li>\n<li>For marketers: the partnership offers a blueprint for how to adopt mobile\u2011first loyalty without building everything from scratch \u2014 by leveraging best\u2011in\u2011class vendors and expertise.<\/li>\n<li>From a technology stack perspective: It\u2019s a reminder that modern loyalty requires the convergence of CRM\/loyalty platforms (Salesforce), mobile engagement platforms (Airship), and strategic\/data consulting (Merkle). A siloed approach will struggle.<\/li>\n<li>For brands: If you\u2019re not already thinking about mobile wallet, push\/in\u2011app triggers, behaviour &amp; location signals and cross\u2011channel data flows, you risk falling behind.<\/li>\n<li>One caution: While the technology and partnerships enable the capability, the success still depends on reward design, user value proposition, marketing adoption, and measurement of ROI (engagement, retention, incremental revenue).<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Key_Takeaways-2\"><\/span>\u00a0Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li><strong>Mobile\u2011first loyalty is no longer optional<\/strong> \u2014 mobile wallet, push\/in\u2011app, behavioural data are central to modern loyalty.<\/li>\n<li><strong>Strategic platform integration matters<\/strong> \u2014 your loyalty tech stack must be built for data flow, cross\u2011channel, speed.<\/li>\n<li><strong>Partnerships can accelerate deployment<\/strong> \u2014 leveraging specialist vendors\/consultancies helps avoid reinventing everything.<\/li>\n<li><strong>Customer journey orchestration is critical<\/strong> \u2014 mobile \u2192 wallet \u2192 app \u2192 in\u2011store \u2192 web must be seamless.<\/li>\n<li><strong>Metrics and value proposition still matter<\/strong> \u2014 good technology won\u2019t fix a bad loyalty programme design or weak value to customer.<\/li>\n<\/ol>\n<hr \/>\n<p>&nbsp;<\/li>\n<\/ol>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; 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