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 ecommerce 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.

Dig deeper: Braze’s strong debut as public company

Why we care. Retail and ecommerce 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 ecommerce 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.