Merkle, a CRM solution provider, has acquired omnichannel loyalty company 500friends for an undisclosed sum. This is the first acquisition Merkle has made in the loyalty space, and will help ramp up the company’s omnichannel customer engagement and loyalty offerings for brands and retailers.
With the acquisition, Merkle will have access to LoyaltyPlus, the SaaS lifecycle marketing suite from 500friends, which offers a single view of all customer interactions in-store, online and via mobile.
Merkle anticipates that the purchase will help increase its presence in the retail and CPG industries. Moving forward, Merkle plans to establish positioning in the financial services and travel and hospitality industries.
“We see a tremendous opportunity in the customer loyalty segment of the market,” said David Williams, Chairman and CEO at Merkle. “More companies are investing in loyalty as a key customer growth strategy.”