Talon.One has named Merkle as an official global agency partner across the Americas and EMEA, formalizing a relationship built on Merkle’s full-service CRM and loyalty expertise with Talon.One’s leading incentives platform. 

Merkle offers a full range of modern CRM and digital transformation services, from strategy, technology, and data to creative and experience design. Combined with Talon.One’s leading loyalty and promotions platform, and both companies’ relationships with partners Adobe and Braze, the partnership offers clients a uniquely comprehensive solution for brands seeking to build or transform their loyalty programs.

The partnership comes at a pivotal moment for brand loyalty. While consumers clearly recognize the value of loyalty programs — nearly 69% purchase more from brands where they are enrolled, according to Merkle’s 2026 Loyalty Barometer Report — most brands are leaving significant engagement opportunities on the table. Loyalty members spend substantially more than non-members, with 78% spending at least 20% more; yet 46% of interactions feel impersonal, with customers experiencing inconsistent recognition across channels. 

At the same time, 60% of marketers surveyed in a 2025 Harvard Business Review Pulse Survey with Talon.One said that integrating promotions into customer loyalty programs improved customer loyalty, and 58% saw increased sales/revenue. Brands that can orchestrate timely, personalized incentives will differentiate themselves from expensive, ineffective programs that treat all customers the same.

“Loyalty programs continue to be a cornerstone to brand marketing efforts,” said David Novak, Global Head of CRM, Merkle. “What’s failed is how it’s been executed. Brands treating loyalty as a promotional tactic rather than an operating model end up with expensive programs that don’t drive behavior change. The partnership between Merkle and Talon.One closes that gap, giving clients the strategy, orchestration, and execution rigor to build loyalty as a core business system.”

“The barrier for businesses to launching a successful loyalty program is rarely ambition — it’s complexity. Getting from a loyalty strategy to a working program demands both strategic and technical expertise, which is exactly what Merkle and Talon.One bring together,” said Chris Mills, Chief Revenue Officer at Talon.One. “Our job is to make it easy on both sides. Talon.One gives brands an engine that can put the right incentive in front of the right customer, at any touchpoint; Merkle brings the strategy and delivery muscle to make it count. Together we can get an enterprise loyalty program live and generating value in a fraction of the time it used to take.”

Merkle and Talon.One are already active in market together, with shared clients including global brands across retail and QSR industries and a first joint loyalty strategy win in EMEA earlier this year.