Braze Groups New And Existing Tools In Bid To Help Clients Use First-Party Data

Customer engagement platform Braze has launched a suite of new products and enhancements titled Braze for Commerce that is designed to compensate for loss of third-party data. 

The goal is to help brands “unlock the full potential of their first-party data, delivering contextually relevant experiences that empower shoppers to quickly find and buy what they need, when they need it, from wherever they are,” says Kevin Wang, senior vice president, product at Braze.

The development comes as 90% of retail and eCommerce brands expect to increase their marketing budgets to meet third-party cookie deprecation, iOS 15 and other changes, according to recent research by Braze.  

Among the new tools is Braze Catalogs, which enables marketers to inject personalized product data into cross-channel messages, the company says. Another is Braze Content Blocks for Drag and Drop Editor, which allows users to build branded recommendations from catalog data, it says.



In addition, the enhanced Braze Audience Sync links native Braze email, two-way SMS, mobile, and web, with paid social channels.

In a related development, the products are now generally available through the Shopify App Store, allowing Shopify’s merchants to sync their customer and purchase data with no coding needed.

Another new tool is SMS click tracking, an enhancement of Braze’s SMS performance metrics, which supports retargeting of consumers based on their actions.

In addition, the company is offering Segment Extensions, a segmentation tool that facilitates a deeper customer understanding based on behavioral data, Braze says.  

Brands can also capture data in compliant ways with existing tools such as Braze Surveys. 

Pressed, an omnichannel retail brand, uses Braze to support its digital presence. 

“Braze has played a key role in our customer engagement strategies as we’ve seen a 10% increase in engagement and almost 40% increase in open rates year over year since onboarding with Braze,” states Georgia Price, director, digital and CRM at Pressed.


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