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Verndale Launches Commerce Practice Appointing Jeff Pratt to Lead

Boston MAVerndale, the Marketing Technology Agency that is pioneering the way people and brands connect, today announced the launch of its commerce practice under new hire, and commerce industry veteran Jeff Pratt. Having already completed several commerce projects for clients, the addition of a formal commerce practice allows Verndale to expand on its customer experience management foundation by bringing all clients a suite of services that facilitate a holistic brand journey, including the ability for purchase.

Consumers today expect their digital experience to be consistent from initial engagement through purchase and this means commerce must be an integral part of any brand's online strategy. According to a recent Verndale survey, 45 percent of enterprise marketers and technologists find managing the IT platform is the biggest day-to-day challenge associated with their commerce strategy, and with companies increasingly tasked with multiple customer touch points, this only becomes more complicated. In addition, orchestrating the content experience to complement the buying experience can be complex, so brands are looking for ways to best implement a digital strategy that bridges customer engagement with product/service fulfillment.

"We saw a big opportunity in the market after working with several customers on projects related to commerce and hearing others interested in exploring it. We realized the time was right for significant investment in the area," said Chris Pisapia, partner and CEO, Verndale. "Jeff brings decades of digital commerce experience to the table and we're thrilled to have him join the team as commerce experience practice lead. The commerce capability combined with our digital customer experience expertise allows us to deliver value to our clients across all relevant web and operational systems."

Pratt takes the helm of Verndale's new practice with a holistic and strategic perspective on digital commerce. With more than 25 years of business ownership experience and digital strategy leadership across a wide variety of industries and business models, Jeff has a keen understanding of how to best blend online and offline customer interactions. Previous client work includes both CPG and omnichannel retail companies such as Orvis, Green Mountain Coffee Roasters/Keurig and Hershey Chocolate Company.

"I'm excited to join Verndale at a time of such growth and am confident that evolving the commerce practice will help clients meet and exceed their customer engagement goals," said Pratt. "It's critical today for brands to integrate their customer engagement strategy across all channels and put the technical architecture in place to enable that model. The maturity of today's digital marketplace means successful brands, whether direct sellers or not, must be providing consumers some kind of path to purchase throughout their digital strategy. We're helping organizations bring that concept to reality."

Following the acquisition of LA-based digital agency Dustland and increasing headcount by 20 percent, the commerce practice launch allows Verndale to continue to grow its ability to deliver robust digital solutions for enterprise clients. Current clients include Stanley Black and Decker, SeaWorld Parks and Entertainment and Carnival Cruise Lines. For more information on Verndale’s commerce service offerings, visit

About Verndale
Verndale is the Marketing Technology Agency that brands call when they want to connect with their customers in a more meaningful way. It designs, builds and evolves digital experiences that mid-sized and Fortune 500 companies use to bring their products and services to life for their always-on customers. Offering unparalleled strategy, experience design, technology and post-launch managed services, Verndale works across departments and platforms to create and sustain cohesive experiences that both marketing and technology leaders love. One of the largest independent agencies in the industry, Verndale is headquartered in Boston with five additional offices across the U.S. For more information, visit

Media Contact:
Briana Appel
Content Marketing Associate