Loyalty, Real-Time Data, and Next-Gen Customer Engagement | Braze Forge Recap

• Loyalty is everything. Not just a standalone program—it’s part of a unified strategy.

• Real-time data is the game changer. It’s what unlocks Braze’s full potential and drives immediate impact.

• Channels are expanding fast. Omnichannel engagement isn’t optional; it’s essential to staying relevant.

• Organizational buy-in? Non-negotiable. It’s a hurdle for many, but brands that overcome it win big.

David Sealey (VML Global Lead for Braze): We came away from Braze Forge with some fascinating insights in customer engagement. One thing that stands out is how brands are starting thinking about loyalty for 2025. Grazi, how did this theme play out in your conversations?

Grazi Sbardelotto (VP, Pmweb, A VML Company): Loyalty was definitely top of mind. I’ve seen a lot of brands struggling to unify CRM and loyalty efforts, especially in markets like Brazil where loyalty programs are huge. At Pmweb, we’re working with Burger King to streamline these systems, so loyalty data feeds directly into their CRM. This not only helps personalize customer interactions but also improves overall engagement.

David: That’s exactly the shift we’re seeing. Brands are starting to realize loyalty can’t sit in a silo. It needs to be fully integrated into the broader customer engagement strategy.

David: Justin, you also brought up real-time data integration as a critical factor in making these loyalty efforts effective. How do you see Braze playing into that?

Justin Kramp (Martech Practice Lead, VML): Having real-time data is a total game changer. Braze shines when it comes to connecting data sources and activating that data across channels in real time. Just look at our work for Wendy’s. We used Braze to drive their ‘Saucy Nuggs’ campaign, and real-time data made all the difference. We were able to identify customer preferences in the moment and deliver targeted push notifications and in-app messages based on their behavior.

David: That was a great campaign, and it got a lot of attention at Forge. What kind of results did you see from that?

Justin: We saw a 14% lift in loyalty sales during their digital exclusive week, which contributed to us winning the Torchie Award for Service Partner of the Year. It’s proof that when you combine loyalty with real-time data, it doesn’t just deliver impressive results—it earns recognition.

David: Filip, you’ve been leading the charge with Nestle Purina’s work on loyalty. What were some of the takeaways from the panel discussion you participated in?

Filip von Reiche (SVP MarTech Enablement, VML): With Purina, we’re using Braze to move beyond just transactional engagement. We’re encouraging customers to spend intentional time with their pets, sending reminders and personalized content through their preferred channels. It’s about creating an emotional connection, not just pushing products. During Forge, we discussed how loyalty data needs to flow seamlessly into customer engagement systems to drive these kinds of meaningful interactions.

David: And how does channel intelligence play into that?

Filip: Whether it’s through email, push, or SMS, Braze helps us make those connections in real time. That’s what strengthens loyalty in ways that truly matter to the customer.

David: And Grazi, how did expanding channels come into play during your discussions?

Grazi: Channel intelligence is crucial, especially in markets like Latin America. With Burger King Brazil, we’re using multiple channels to engage customers—WhatsApp, in-app messaging, and more. Braze’s ability to unify these channels and deliver consistent experiences is what sets it apart. The tools they’re rolling out now, like dynamic images and click tracking in WhatsApp, are going to be huge for us in the coming year.

David: I think another major theme that many brands face is getting buy-in across the organization. Justin, you mentioned you’ve been hearing this. What are brands telling you?

Justin: Getting buy-in can be tough as it often requires alignment between marketing and IT. There are instances where IT prioritizes data control, which can delay marketing. However, with Braze’s new Cloud Data Ingestion capabilities, companies have more options for integrating their data warehouses with Braze, allowing IT teams to have oversight while enabling more marketing use cases. The key is finding that balance between data security and marketing agility. At Wendy’s, we were able to reduce friction between teams, and that’s what made the ‘Saucy Nuggs’ campaign so successful—everyone was on the same page.

David: That’s such a key point. Without that buy-in, even the best loyalty and real-time strategies can hit roadblocks.