Braze for Commerce will deliver personalization powered by first-party data

Customer engagement platform Braze has announced a new package of products under the name Braze for Commerce. Aimed at retail and e-commerce brands, Braze for Commerce seeks to deliver campaign personalization based on first-party data.

Marketers will be able to use a set of tools within Braze to collect and enhance zero- and first-party data in compliant ways, for example by using Braze Surveys to collect zero-party data (data proactively shared by the consumer), or SMS performance metrics to re-target consumers in response to behavior. Braze is also delivering Braze Segment Extensions, an advanced segmentation tool.

Braze Catalog will enable easy incorporation of product recommendations into messages across across channels. The new Braze Content Blocks for Drag and Drop Editor permits a no code approach to matching shoppers with relevant products and offers.

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Why we care. Retail and e-commerce marketers are facing up to the dilemma of ever-heightening consumer expectations when it comes to personalization and relevance paired with huge pressure on third-party data collection. Zero- and first-party data are promising alternatives, although they will likely sacrifice reach for precision. Bringing tools to collect and activate that kind of data for retail and e-commerce into the Braze eco-system makes sense.

Shopify integration. Braze also announced the general availability of its Shopify integration in the Shopify App Store, offering no-code syncing on customer and purchase data.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.