Merkle Launches Experience & Commerce Practice

In the US, customer experience management (CXM) company Merkle has officially launched its Experience & Commerce practice, and named Michael McLaren to lead it.

Dentsu-owned Merkle specializes in delivery personalized customer experiences across platforms and devices. The launch of the new Experience & Commerce practice completes a multi-year strategy and investment plan that brought together the group's agencies from around the world to transform Merkle's customer experience capabilities. The practice comprises a global team of more than 2,500 experts across CX, technology, commerce, digital messaging, loyalty and promotions, supported by 14,000 technologists, strategists and analysts around the world.

McLaren (pictured), who has been leading Merkle's B2B practice since 2016, will continue to serve as Global CEO of Merkle B2B, while heading up the new practice as Global Experience & Commerce Lead. He takes over his new role from Pete Stein, who was recently named President, Merkle Americas. In addition Jim Butler, formerly President at Merkle's CX and commerce agency LiveArea, has been named Experience & Commerce Lead for Merkle Americas, and McLaren and Butler will work with the Experience & Commerce global team of regional CXM specialists, including Martin Bochineck in EMEA and Patrick Deloy in APAC.

McLaren says his goal in the new position is 'to hone and scale our solutions and make this practice area the go-to provider in the marketplace for brands seeking to provide unparalleled customer experiences'. He adds: 'As one integrated team, we will continue our charter to support Merkle's strategy of providing world-class, turnkey experience and commerce solutions in the markets we serve, both domestically and worldwide'.

Web site: www.merkleinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.