Merkle (www.merkle.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announced that 5th Finger, a Merkle company and leading mobile solutions company, has introduced a new responsive design solution, 5th Finger Responsive. This web optimization solution aims to make a measureable impact on revenues by increasing site conversion and customer engagement levels, while significantly reducing maintenance costs.

Unlike standard responsive web design approaches, 5th Finger Responsive technology works with an existing site, so that an entire site rebuild is not required, saving significant time and costs. The new technology is also highly customizable, as it allows content to be tailored by device. Elements that are irrelevant to the mobile or tablet experience can be hidden, and desired mobile-specific functionality can be added. 5th Finger counts Jos. A. Bank Clothiers among the early adopters of its responsive design technology and has subsequently onboarded an array of recognized brands.

“Until recently, the approach to optimizing a website across different devices was to create separate proxy sites for mobile and tablet,” said Patrick Collins, President of 5th Finger. “The new approach to responsive web design allows for a single site solution across all devices. But brands have been concerned that it requires a site rebuild and that content can’t be tailored for mobile or tablet. 5th Finger’s new responsive technology provides the benefits of standard responsive web design, but it now solves those challenges with a quick-to-market and highly customizable solution.”