<!DOCTYPE html><html lang="en-us"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1"/><link rel="stylesheet" href="/_next/static/css/d85d6a0cbc49ff63.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/a53ed4fffe70f1d9.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/ac677f3becdb0fb9.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/6ec5e54ae379e487.css" data-precedence="next"/><link rel="preload" as="script" fetchPriority="low" href="/_next/static/chunks/webpack-2afa656f675362c8.js"/><script src="/_next/static/chunks/1ef81171-aae859132489928d.js" async=""></script><script src="/_next/static/chunks/4678-c4cf65c8a49d50fc.js" async=""></script><script src="/_next/static/chunks/main-app-6197fa6a88b2be67.js" async=""></script><script src="/_next/static/chunks/2574-983010db2095872b.js" async=""></script><script src="/_next/static/chunks/7039-2043547fbf600338.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/(main)/partners/solutions-partners/%5Bslug%5D/error-dd60d587403470f5.js" async=""></script><script src="/_next/static/chunks/6631-fd5b6182a473af1c.js" async=""></script><script src="/_next/static/chunks/6856-d52b74953b91bb74.js" async=""></script><script src="/_next/static/chunks/5652-d640ca44a84f73bf.js" async=""></script><script src="/_next/static/chunks/1641-f9d0eb4225e5e7bc.js" async=""></script><script src="/_next/static/chunks/3198-7ca9872dc04a0faf.js" async=""></script><script src="/_next/static/chunks/9844-27851a4be1d74e02.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/layout-5bd778a0401e0622.js" async=""></script><script src="/_next/static/chunks/app/global-error-0a70c5e451e9c961.js" async=""></script><script src="/_next/static/chunks/8576-b68d5fef27b8d29c.js" async=""></script><script src="/_next/static/chunks/5205-77a65f628022e274.js" async=""></script><script src="/_next/static/chunks/7470-509da7ba7859724d.js" async=""></script><script src="/_next/static/chunks/3223-34d5fa9fb7380953.js" async=""></script><script src="/_next/static/chunks/636-5e4c8de26b163781.js" async=""></script><script src="/_next/static/chunks/9482-28845d0d4b186828.js" async=""></script><script src="/_next/static/chunks/1676-f96bfff22fcccc06.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/(main)/partners/solutions-partners/%5Bslug%5D/page-37a70fb2725bc18c.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/error-26f382ec1b5fec7e.js" async=""></script><script src="/_next/static/chunks/ffb75e2a-c3d618ad22d03e8e.js" async=""></script><script src="/_next/static/chunks/8718-6ba6eed4aa6c2ce7.js" async=""></script><script src="/_next/static/chunks/4127-8253b833f7ff17fa.js" async=""></script><script src="/_next/static/chunks/5474-34ef9587537a720b.js" async=""></script><script src="/_next/static/chunks/8164-1badc727a0888923.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/%5B%5B...slug%5D%5D/layout-5495951a5e4c767d.js" async=""></script><link rel="preload" href="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" as="script"/><link rel="preload" href="https://www.googletagmanager.com/gtm.js?id=GTM-W3ZW3HBZ" as="script"/><link rel="icon" href="/favicon.ico" sizes="any"/><link rel="preconnect" href="https://dev.visualwebsiteoptimizer.com"/><title>Shift Paradigm</title><meta name="description" content="Shift Paradigm is a business and growth partner that helps our clients see a true reflection of their business through the lens of technology & data. Armed with data-driven insights, we work with organizations to identify & accelerate opportunities for growth, efficiency, and innovation.For over 15 years, Shift has implemented, optimized, operationalized, and transformed marketing technology ecosystems and experiences for 1000s of global B2B and B2C organizations.Our comprehensive suite of services includes technology roadmaps & assessments, omnichannel campaign strategies & execution, reporting & analytics, and go-to-market strategy playbooks. We also proudly partner with industry technology leaders, like Braze, to provide the right solutions for our clients.For more information, visit shiftparadigm.com."/><meta name="robots" content="index, follow"/><link rel="canonical" href="https://www.braze.com/partners/solutions-partners/shift-paradigm"/><link rel="alternate" hrefLang="en-us" href="https://www.braze.com/partners/solutions-partners/shift-paradigm"/><link rel="alternate" hrefLang="x-default" href="https://www.braze.com/partners/solutions-partners/shift-paradigm"/><meta property="og:title" content="Shift Paradigm"/><meta property="og:description" content="Shift Paradigm is a business and growth partner that helps our clients see a true reflection of their business through the lens of technology & data. Armed with data-driven insights, we work with organizations to identify & accelerate opportunities for growth, efficiency, and innovation.For over 15 years, Shift has implemented, optimized, operationalized, and transformed marketing technology ecosystems and experiences for 1000s of global B2B and B2C organizations.Our comprehensive suite of services includes technology roadmaps & assessments, omnichannel campaign strategies & execution, reporting & analytics, and go-to-market strategy playbooks. We also proudly partner with industry technology leaders, like Braze, to provide the right solutions for our clients.For more information, visit shiftparadigm.com."/><meta property="og:url" content="https://www.braze.com/partners/solutions-partners/shift-paradigm"/><meta property="og:image" content="https://cdn.sanity.io/images/b7pblshe/marketing-prod/2022965bfdb318342cc9227ec4c8e88a5b35635e-2400x1256.png"/><meta name="twitter:card" content="summary_large_image"/><meta name="twitter:title" content="Shift Paradigm"/><meta name="twitter:description" content="Shift Paradigm is a business and growth partner that helps our clients see a true reflection of their business through the lens of technology & data. Armed with data-driven insights, we work with organizations to identify & accelerate opportunities for growth, efficiency, and innovation.For over 15 years, Shift has implemented, optimized, operationalized, and transformed marketing technology ecosystems and experiences for 1000s of global B2B and B2C organizations.Our comprehensive suite of services includes technology roadmaps & assessments, omnichannel campaign strategies & execution, reporting & analytics, and go-to-market strategy playbooks. We also proudly partner with industry technology leaders, like Braze, to provide the right solutions for our clients.For more information, visit shiftparadigm.com."/><meta name="twitter:image" content="https://cdn.sanity.io/images/b7pblshe/marketing-prod/2022965bfdb318342cc9227ec4c8e88a5b35635e-2400x1256.png"/><meta name="next-size-adjust"/><script>(self.__next_s=self.__next_s||[]).push(["https://cdn.cookielaw.org/scripttemplates/otSDKStub.js",{"data-document-language":"true","type":"text/javascript","data-domain-script":"a4189af1-fcc1-4ec1-9f51-e3bc768c6650","id":"onetrust-sdk-script"}])</script><script>(self.__next_s=self.__next_s||[]).push([0,{"children":"window.dataLayer = window.dataLayer || [];\n function gtag() {\n dataLayer.push(arguments);\n }\n // Set default consent for opt-in regions\n gtag('consent', 'default', {\n ad_storage: 'denied',\n analytics_storage: 'denied',\n functionality_storage: 'denied',\n personalization_storage: 'denied',\n security_storage: 'denied',\n 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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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aria-label="Link to solutions partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/solutions-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to shift paradigm" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/solutions-partners/shift-paradigm">Shift Paradigm</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/solutions-partners"},{"@type":"ListItem","position":2,"name":"Shift Paradigm","item":"https://www.braze.com/partners/solutions-partners/shift-paradigm"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Shift Paradigm" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6a09683cf71f899ab1a13f40ffd1ec92ed7219c5-4800x1460.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6a09683cf71f899ab1a13f40ffd1ec92ed7219c5-4800x1460.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6a09683cf71f899ab1a13f40ffd1ec92ed7219c5-4800x1460.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Shift Paradigm</h2><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://go.shiftparadigm.com/Braze.html" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Solutions</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is Shift Paradigm?</h3><div class="flex flex-col gap-6"><p>Shift Paradigm is a business and growth partner that helps our clients see a true reflection of their business through the lens of technology & data. Armed with data-driven insights, we work with organizations to identify & accelerate opportunities for growth, efficiency, and innovation.For over 15 years, Shift has implemented, optimized, operationalized, and transformed marketing technology ecosystems and experiences for 1000s of global B2B and B2C organizations.Our comprehensive suite of services includes technology roadmaps & assessments, omnichannel campaign strategies & execution, reporting & analytics, and go-to-market strategy playbooks. 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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5dbaf93eefa5a6ecf9a3ad1e43dc6a3d3896965e-1400x700.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5dbaf93eefa5a6ecf9a3ad1e43dc6a3d3896965e-1400x700.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">6<!-- --> min read</span></div><h4 class="text-display-xs font-bold">The Era of Digital Reset</h4><span class="text-sm font-bold text-gray-500">August 05, 2020</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full 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That, in turn, could increase direct customer engagement in the ChatGPT interface, reshaping what engagement looks like for millions of consumers.\"}],\"markDefs\":[{\"_key\":\"06da233d8a59\",\"_type\":\"link\",\"href\":\"https://openai.com/index/introducing-apps-in-chatgpt/\"}],\"style\":\"normal\"},{\"_key\":\"b233b33fb07f\",\"_type\":\"richImage\",\"alt\":\"An iPhone displays ChatGPT with a brand interaction for \\\"Kitchenerie,\\\" showing purchase details, loyalty program, and a survey offering a 10% discount, with a survey pop-up notification.\",\"asset\":{\"_ref\":\"image-a507659662dc0f997a387a35b60799c6eeaae7ce-1200x800-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e5dbd7a1cb6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cad216930f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"To help brands take advantage of this opportunity, Braze is excited to announce a new, first-of-its-kind integration with ChatGPT that will allow marketers to make use of this key new touchpoint to better understand and engage their customers both within the ChatGPT app, and beyond.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8142ea1b9f68\",\"_type\":\"block\",\"children\":[{\"_key\":\"01eb40746ba8\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Ready to start building? \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"baac07fa6235\",\"_type\":\"block\",\"children\":[{\"_key\":\"58801f556d36\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Use our \"},{\"_key\":\"ed7dcb50b717\",\"_type\":\"span\",\"marks\":[\"em\",\"23dc2957ecba\"],\"text\":\"Integrating Braze with ChatGPT apps\"},{\"_key\":\"e9271cb08312\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" Developer Guide\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"23dc2957ecba\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/docs/developer_guide/sdk_integration/chatgpt_apps\"}],\"style\":\"normal\"},{\"_key\":\"de198d7fe40a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e27e59823fa2\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Check out our \"},{\"_key\":\"ab6d11508797\",\"_type\":\"span\",\"marks\":[\"em\",\"bbbac86a27c7\"],\"text\":\"Reference Implementation Repository\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bbbac86a27c7\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://github.com/braze-inc/chatgpt-apps-braze-integration/tree/main\"}],\"style\":\"normal\"},{\"_key\":\"2d86630fdc5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"68ee8024314b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How custom apps will work in ChatGPT\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d94cabe8ec29\",\"_type\":\"block\",\"children\":[{\"_key\":\"6336c75e091f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because custom app support within ChatGPT is brand new, there are still a lot of unknowns when it comes to how brands will take advantage of the new framework and how consumers will respond to the experiences that are provided for them there. That said, the announcement from OpenAI and the related materials they've released gives us a decent picture of how this shift is likely to play out in the short term:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c463ddaba059\",\"_type\":\"block\",\"children\":[{\"_key\":\"1eb82ce2b6a6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. How ChatGPT connected apps work\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0178b90a6dd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"de95406539fd\",\"_type\":\"span\",\"marks\":[],\"text\":\"As part of the custom app launch announced by OpenAI, seven launch partners have piloted apps within ChatGPT (Booking.com, Canva, Coursera, Expedia, Figma, Spotify, Zillow), with an additional 11 scheduled to follow by the end of the year (a group that includes DoorDash, Target, and Uber). To take advantage of these new offerings, ChatGPT users would need to authenticate into a given app (called \\\"connectors\\\" within the platform) to allow the app to be used by ChatGPT as part of its conversational interface.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ece7085ee0af\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b1e87032998\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once a user has authenticated a given app, they can leverage it by either asking specific questions or prompt directly to that app (e.g. \\\"Sandwich Emperor, can you order me a reuben for delivery to my apartment by 1pm ET?\\\") or by asking general inquiries and allowing ChatGPT to suggest third-party apps that might be relevant to a given request or need. (Also, remember that you \"},{\"_key\":\"62770488d01e\",\"_type\":\"span\",\"marks\":[\"d99e1044b937\"],\"text\":\"tend to get better responses\"},{\"_key\":\"79ae1e68d183\",\"_type\":\"span\",\"marks\":[],\"text\":\" when you're polite to LLMs.)\"}],\"markDefs\":[{\"_key\":\"d99e1044b937\",\"_type\":\"link\",\"href\":\"https://arxiv.org/abs/2402.14531\"}],\"style\":\"normal\"},{\"_key\":\"495b4aa91d06\",\"_type\":\"richImage\",\"alt\":\"A screenshot of the ChatGPT \\\"Connectors\\\" settings page in a browser, listing various third-party application integrations.\",\"asset\":{\"_ref\":\"image-c827c904c762d080f2bcc90739a06454df8f1d62-1200x800-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"a5a603afec5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e054e86b90a9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Building rich, interactive UIs within ChatGPT\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e225d0bb1ee3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a9876c31dc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"While ChatGPT is built around a two-way chat paradigm, these new third-party apps won't be limited to text-based replies when it comes to serving user needs. In the design guidelines and sample apps provided by OpenAI as part of the launch, there's a clear expectation that brands will take steps to provide rich, interactive user interfaces that can be rendered directly in ChatGPT conversations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b42d03b4e06f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0a3ff91e5df\",\"_type\":\"span\",\"marks\":[],\"text\":\"What could that look like? Some of the sample apps shared by OpenAI are capable of returning a list, carousel, interactive map component, or storefront details, and doing it all within the context of a standard ChatGPT conversation. And because this framework supports HTML, Javascript, and CSS, there are virtually no limits as to what kind of visualizations and interfaces that brands can provide to customers within ChatGPT, potentially providing a more compelling, valuable experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21ea25b81c8a\",\"_type\":\"richImage\",\"alt\":\"Multiple smartphone screens display ChatGPT conversations about \\\"Sandwich Emperor\\\", showing restaurant information, menus, locations, and food images.\",\"asset\":{\"_ref\":\"image-e9b48da7e5e9e656eed1f85233a7d5fee068dbbc-1200x800-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"0bac80aa3f9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"19a63b76b311\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ChatGPT custom apps: How this launch could impact usage of websites and mobile applications\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d20f18e8e1cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"8727eb10d3df\",\"_type\":\"span\",\"marks\":[],\"text\":\"As OpenAI's new framework becomes more widely accepted (and trusted) by consumers, we'll see more and more brands launching their own third-party apps within ChatGPT in order to take advantage of the platform's large, growing audience and high engagement frequency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"97fbdb7df799\",\"_type\":\"block\",\"children\":[{\"_key\":\"33c354eef5d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"This potential shift could make it harder for brands to understand their customers' preferences and tie them to the rest of their engagement strategies, potentially impacting future targeting and personalization. To stay competitive, brands will need ways to collect, analyze, and optimize user interactions within their ChatGPT app. Thankfully, OpenAI's decision to build off the public MCP Protocol and to open up app creation to brands and other third-party creators means that the larger MCP ecosystem will operate not as a walled garden, but as another major platform that Braze can help you make the most of.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dfc5eef544ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fd2471b4344\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Braze can integrate with your ChatGPT app and support increased relevance and impact\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"19f6d69647d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"99a3be7cf1b9\",\"_type\":\"span\",\"marks\":[],\"text\":\"While ChatGPT is a brand new platform for customer engagement, OpenAI's approach has made it possible for brands to better understand and take action on user behavior within their ChatGPT app using our direct integration. Let's explore what's possible today and how marketers and customer engagement teams can take advantage of Braze in conjunction with ChatGPT:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1080b3cdde0\",\"_type\":\"block\",\"children\":[{\"_key\":\"4551bcb00467\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Braze makes it possible to deepen understanding of ChatGPT users in connection with your brand's custom app\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"24fb5c1aa677\",\"_type\":\"block\",\"children\":[{\"_key\":\"859475131de7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands that take advantage of the Braze integration will be able to seamlessly enrich their user profiles with valuable first-party data on customer behavior (including high-value actions) and preferences from within the ChatGPT app. They'll also be able to use that information to continuously enrich the live customer profiles on each customer that already exist within Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22c519635e89\",\"_type\":\"block\",\"children\":[{\"_key\":\"650c9e51edaa\",\"_type\":\"span\",\"marks\":[],\"text\":\"That, in turn, makes it possible for marketers to leverage those insights to support more nuanced, accurate \"},{\"_key\":\"ba584f56ef4c\",\"_type\":\"span\",\"marks\":[\"8ac2772bec28\"],\"text\":\"segmentation\"},{\"_key\":\"3a09fc4a00a3\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"a70bbcc2de32\",\"_type\":\"span\",\"marks\":[\"00b1c711b550\"],\"text\":\"retargeting campaigns\"},{\"_key\":\"bfa3502a351c\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"ac6384ff3b2f\",\"_type\":\"span\",\"marks\":[\"f473fd4d0380\"],\"text\":\"personalization\"},{\"_key\":\"97322835d150\",\"_type\":\"span\",\"marks\":[],\"text\":\", and \"},{\"_key\":\"7d8bf93e1534\",\"_type\":\"span\",\"marks\":[\"e148efcc9dca\"],\"text\":\"message testing\"},{\"_key\":\"1ee52f776eaa\",\"_type\":\"span\",\"marks\":[],\"text\":\", allowing marketers to better understand and serve their audiences going forward. What does that look like in practice? Marketers could use this information to target emails to every one of their users who have ever made a purchase directly through ChatGPT or to automatically trigger abandoned cart notifications to users who discussed a transaction with your ChatGPT app but didn’t complete it.\"}],\"markDefs\":[{\"_key\":\"8ac2772bec28\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments/\"},{\"_key\":\"00b1c711b550\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/ideas_and_strategies/retargeting_campaigns/\"},{\"_key\":\"f473fd4d0380\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/personalization-at-scale\"},{\"_key\":\"e148efcc9dca\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/test-and-learn-driving-value-with-smart-optimization\"}],\"style\":\"normal\"},{\"_key\":\"e168dfd7a1f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9780d8ea332b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Braze empowers brands to enrich ChatGPT chat responses with 1:1 communication\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7277bf1112d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"40a1927decc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even more significantly, marketers can use Braze to communicate with users \"},{\"_key\":\"416ce7ac8c6b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"directly within their ChatGPT app\"},{\"_key\":\"1780faef7e21\",\"_type\":\"span\",\"marks\":[],\"text\":\". In much the same way that Braze allows marketers to support 1:1 communication (like \"},{\"_key\":\"ac3aefc989ea\",\"_type\":\"span\",\"marks\":[\"7ad134573e0b\"],\"text\":\"in-app messages\"},{\"_key\":\"605f46530b5d\",\"_type\":\"span\",\"marks\":[],\"text\":\" or \"},{\"_key\":\"c493854dfe7f\",\"_type\":\"span\",\"marks\":[\"d1e7bc3c37ba\"],\"text\":\"Banners\"},{\"_key\":\"fb3a6958eafa\",\"_type\":\"span\",\"marks\":[],\"text\":\") within their company's website or mobile app, the integration makes it possible for Braze to power similar experiences inside of ChatGPT.\"}],\"markDefs\":[{\"_key\":\"7ad134573e0b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-in-app-messages\"},{\"_key\":\"d1e7bc3c37ba\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-banners-messaging-channel\"}],\"style\":\"normal\"},{\"_key\":\"30848a922cd1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d70af4cb3a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"For instance, when responding to a user's prompt, your custom app could use Braze to fetch a Banner to render within the in-chat experience to let them know that they have an unused coupon for the product they're asking about, or serve up personalized recommendations related to their search. As more traffic and engagement moves to ChatGPT, this functionality makes it possible for marketers to continue to connect with users and serve up relevant experiences where they choose to engage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b57cf6797d23\",\"_type\":\"block\",\"children\":[{\"_key\":\"9cd017f9a2cc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ChatGPT custom apps and customer engagement: What Braze makes possible\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"85e5721fab30\",\"_type\":\"block\",\"children\":[{\"_key\":\"0efc3567bed9\",\"_type\":\"span\",\"marks\":[],\"text\":\"To better understand how this all might play out, let's imagine a fictional travel brand (\"},{\"_key\":\"1d9c60282175\",\"_type\":\"span\",\"marks\":[\"5974fef148ef\"],\"text\":\"Upon Voyage\"},{\"_key\":\"69cfa1ec1dbc\",\"_type\":\"span\",\"marks\":[],\"text\":\") that already has a mobile app and website where their customers can book flights and hotels. Upon Voyage wants to ensure bookings are carried out on their mature, built-out mobile app in order to save them a significant amount of duplicate development. However, they're also very aware that the rising use of ChatGPT and the corresponding decline in Google searches for flight information means that more of their users will likely look to book trips via AI chat interfaces, potentially cutting them off from a significant portion of their audience if they don't take action.\"}],\"markDefs\":[{\"_key\":\"5974fef148ef\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/broken-brilliant-digital-customer-experiences\"}],\"style\":\"normal\"},{\"_key\":\"fd8d2b187521\",\"_type\":\"block\",\"children\":[{\"_key\":\"8629a722ae2e\",\"_type\":\"span\",\"marks\":[],\"text\":\"In order to respond, Upon Voyage makes the call to build a ChatGPT custom app that lets users research and plan flights within chats (e.g. “What week are flights cheapest in December?” or “Find me non-stop flights to New York for under $500”). This custom app will pull from their database of flight providers, arming ChatGPT with the flight details needed to answer user queries and allowing Upon Voyage to create a \\\"book now\\\" UI widget that can be surfaced within these ChatGPT conversations, allowing users to complete their purchase either by leaving ChatGPT and checking out on Upon Voyage's website or mobile app or finishing booking within ChatGPT via checkout functionality built into the custom app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2270bc3a368c\",\"_type\":\"richImage\",\"alt\":\"A smartphone displays the ChatGPT app with flight search results, showing an airplane seating chart and a warning that seats are going up in price.\",\"asset\":{\"_ref\":\"image-167d68a3921db7cb3093f8ab6992eaaf97853cb3-1200x800-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"50f456abf52a\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bb31cea9043\",\"_type\":\"span\",\"marks\":[],\"text\":\"If Upon Voyage took advantage of the Braze platform's integration with ChatGPT, they could leverage Braze to automatically send confirmation emails to users who booked within ChatGPT, and also to re-target users who never finished booking their trips. That could look like using out-of-product channels (like SMS or mobile push notifications) to nudge these users to finish booking on the web or via mobile app. But it could also mean serving up a banner within their ChatGPT conversation telling them \\\"Seats on Flight 3459 to JFK are going up in price, book soon!\\\" the next time that user asks for flight information.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a344cf62e186\",\"_type\":\"block\",\"children\":[{\"_key\":\"cef5a2491f7d\",\"_type\":\"span\",\"marks\":[],\"text\":\"By taking advantage of ChatGPT custom apps and Braze, Upon Voyage can avoid missing out on key touchpoints for engaging and monetizing their customers, while also supporting the kinds of analytics and 1:1 communication that can motivate key user actions, both within their ChatGPT app and on other platforms and channels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1214b5e45b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7dbdcdbd1ae\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"44ce086fe150\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a30b89d91b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the future is unwritten, ChatGPT may grow into a new default touchpoint for users, the way that Google became the central entry point for finding and accessing websites during the dotcom era. If that happens, it could usher in a dramatic change in the way users interact with their digital properties, significantly reducing direct usage of first-party apps and websites and driving more brand engagement within ChatGPT itself. To stay ahead of the curve, brands need to think through what their ChatGPT engagement strategy looks like and how they can leverage Braze to power richer and more personalization experiences in this new landscape.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e78af382260f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a8437a8d2e1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"If you're looking to integrate Braze with your ChatGPT app, use our \"},{\"_key\":\"1ce57bc8b4e9\",\"_type\":\"span\",\"marks\":[\"48fe92eb1532\",\"em\"],\"text\":\"Integrating Braze with ChatGPT apps\"},{\"_key\":\"4006808b541c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" Developer Guide and check out our \"},{\"_key\":\"eb8ae776d44a\",\"_type\":\"span\",\"marks\":[\"em\",\"fe22a1aefa11\"],\"text\":\"Reference Implementation Repository\"},{\"_key\":\"6f34345daf65\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"48fe92eb1532\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/sdk_integration/chatgpt_apps\"},{\"_key\":\"fe22a1aefa11\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://github.com/braze-inc/chatgpt-apps-braze-integration/tree/main\"}],\"style\":\"normal\"},{\"_key\":\"2b87d9531512\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fd29696b015\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b3103d251531\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ea01ed17cae\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Forward-looking statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"86e7c5f1399e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1faa4cbcdfd2\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ad4abb6c144b18c5cdca95384c5dc139ca823cfb-1500x1500.png\",\"publishedDate\":\"2025-10-20T15:00:36.167Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-bac69ee293055f4d12337f249a583ec2fac09652-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Braze is excited to announce a new, first-of-its-kind integration with ChatGPT that will allow marketers to make use of this key new touchpoint to better understand and engage their customers both within the chat interface, and beyond.\",\"pageTitle\":\"Braze announces integration with ChatGPT custom apps\",\"slug\":{\"_type\":\"slug\",\"current\":\"chatgpt-custom-apps-braze-integration\"}},\"title\":\"Braze announces integration with ChatGPT custom apps to support customer engagement\"},{\"_id\":\"4acd588e-e74a-48f5-ab59-21d1419b9410\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"0997ea7b5298\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3282f52986d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The emergence of connected physical and digital experiences is not just a trend; it’s a paradigm shift that redefines how consumers engage with brands. As digital and physical realms converge, marketers face an imperative to adapt their strategies to meet the evolving expectations of consumers who now demand seamless, personalized, and consistent interactions across touchpoints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ed893cbab4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d804a5f05cbd\",\"_type\":\"span\",\"marks\":[],\"text\":\"This transformation is not merely about enhancing customer journeys; it’s about fundamentally rethinking how brands connect with their audiences in a world where the lines between online and offline experiences are increasingly blurred. For those tasked with steering the ship in this evolving landscape, understanding and leveraging these experiences is paramount.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"06db47f03ba4\",\"_type\":\"block\",\"children\":[{\"_key\":\"48d20fa539b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Phygital retail: The new frontier\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8716607ee2df\",\"_type\":\"block\",\"children\":[{\"_key\":\"125773db2b7d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Phygital retail represents the seamless integration of physical and digital shopping experiences. Imagine a consumer entering a store, scanning a QR code, and instantly accessing a wealth of product information, reviews, and personalized offers—all while enjoying a curated in-store ambiance. This is not just an enhancement; it’s a transformation that elevates the shopping experience and fosters deeper connections between brands and consumers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c25f401a0a35\",\"_type\":\"richImage\",\"alt\":\"A current example of a phygital experience\",\"asset\":{\"_ref\":\"image-1bd0e35fcf5855cc177c4b0968a835dc653a9296-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"18e5bec24306\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9509ac0de3c\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nHowever, phygital retail is not just about blending the physical and digital worlds; it’s about creating an aspirational journey that redefines how consumers interact with brands. Picture a world where shoppers can try on clothes in-store in a physical digital location and brands can track everything they liked and disliked to customize a digital experience, post-try on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"357b0c41bb20\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3954a2438e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"After all, the journey doesn’t end at the checkout. With a seamless online purchase option, they can choose to have their items delivered to their home or opt for in-store pickup, all while receiving real-time updates on their order status through a dedicated app. After the purchase, the brand continues to engage with them through personalized follow-up messages, exclusive loyalty rewards, and invitations to future events, creating a lasting relationship that transcends the transaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b7eb02a18bb\",\"_type\":\"richImage\",\"alt\":\"an aspirational example of a phygital experience\",\"asset\":{\"_ref\":\"image-96c439ebb2b37aab3bddda55bc1f78bb5c271269-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b2752ee34f46\",\"_type\":\"block\",\"children\":[{\"_key\":\"b188af8a9ab4\",\"_type\":\"span\",\"marks\":[],\"text\":\"The psychology of consumer behavior: Insights for leaders\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d87972fa1787\",\"_type\":\"block\",\"children\":[{\"_key\":\"d43b1dc905d8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understanding consumer behavior is akin to navigating a complex labyrinth—challenging yet rewarding. However, we must delve into the psychology behind consumer choices if we are to craft strategies that resonate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f09ff1b0a9f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a91250d1b02d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Small changes, significant impacts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fdeae7e1727b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0007808d41b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consider this: a nuanced shift in messaging can lead to profound changes in consumer perception. Instead of the clichéd “limited time offer,” consider “exclusive access for our loyal customers.” This reframing not only enhances appeal but also taps into the psychology of exclusivity. In an era where consumers are inundated with choices, making them feel special can be the differentiator that drives loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67ddeec9e6a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d86c240e018\",\"_type\":\"span\",\"marks\":[],\"text\":\"The power of personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3156b6c940b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f38f4f9c2739\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine walking into your favorite coffee shop, and the barista greets you by name, already preparing your usual order. You feel valued, recognized, and—let’s face it—like a VIP. This is the kind of experience consumers crave, and phygital retail can deliver it on a grand scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7ecc28fa8c97\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5e0b27e90b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization goes beyond just knowing a customer’s name; it involves understanding their preferences, behaviors, and needs. For instance, leveraging data analytics allows brands to anticipate what a consumer might want before they even ask. This proactive approach not only enhances the shopping experience but also builds trust and loyalty. However, the challenge lies in scaling this level of personalization across diverse consumer touchpoints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96ee90a5fdf4\",\"_type\":\"block\",\"children\":[{\"_key\":\"10189732c522\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands must invest in technology that enables seamless data integration and real-time insights, ensuring that every interaction—whether online or in-store—feels personalized. This might include tailored recommendations based on past purchases, personalized marketing messages, or even customized in-store experiences that align with individual preferences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab81ecebc02b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9415c3a67134\",\"_type\":\"span\",\"marks\":[],\"text\":\"The role of emotional connection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5e19cf12a06d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7db4413f014\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands that evoke positive emotions—whether through storytelling, community engagement, or exceptional customer service—are more likely to foster loyalty. Consumers are drawn to brands that resonate with their values and aspirations. In the phygital space, this means creating experiences that not only meet functional needs but also align with consumers' emotional desires.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dce40d1439de\",\"_type\":\"block\",\"children\":[{\"_key\":\"b388f21fb6fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, a retail brand that supports sustainability can appeal to environmentally conscious consumers by highlighting eco-friendly practices and products. By aligning brand values with consumer beliefs, companies can cultivate a loyal customer base that feels a genuine connection to the brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66d78ca6dafe\",\"_type\":\"block\",\"children\":[{\"_key\":\"12152d1a5fc2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Adapting retail strategies for the future\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2b7a1fce530e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e36f7d9efc24\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we look to the future, retailers must adapt their strategies to thrive in this phygital landscape. Here’s how it’s done:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d691397b726\",\"_type\":\"block\",\"children\":[{\"_key\":\"c64a09fc2ef2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Prioritize customer experience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"70cc1e5ad258\",\"_type\":\"block\",\"children\":[{\"_key\":\"03313e9bb7bf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Focus on creating memorable experiences that resonate with consumers. This could mean offering personalized recommendations, hosting exclusive events, or providing exceptional customer service. The goal is to create a holistic experience that keeps consumers coming back.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a4b681ca99ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"0ffb978dad55\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Embrace technology\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1b7f45cef2c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1975d19ec030\",\"_type\":\"span\",\"marks\":[],\"text\":\"Invest in technology that enhances the shopping experience. Whether it’s a customer engagement platform, AR, AI, or mobile apps, leveraging the right tools can set your brand apart in a competitive market.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e985d7c7bf36\",\"_type\":\"block\",\"children\":[{\"_key\":\"669ec6d8b3dd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foster a sense of community\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"de4373386706\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b80707bf7bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engage with your customers and create a sense of belonging. This could be through social media, loyalty programs, or in-store events that bring people together. Building a community around your brand can lead to increased loyalty and advocacy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5fb7e7dbc1cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4bc184bec2a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conclusion: The future is phygital\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"72ff253c188c\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ba5e1325bb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we navigate the future of retail, one thing is clear: phygital experiences are here to stay. By understanding consumer behavior, embracing technology, and prioritizing customer experience, brands can thrive in this new landscape.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"76ac52c74f22\",\"_type\":\"block\",\"children\":[{\"_key\":\"12d0a08b074c\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, as you contemplate your next strategy, ask yourself: How can you create phygital experiences that resonate with your audience? What small changes can you implement in your messaging that could lead to significant impacts? The future of retail is in your hands—let’s make it a phygital one!\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/785d7acb4dee5410cec68716adbc957b0e29984f-1200x801.png\",\"publishedDate\":\"2025-08-18T15:43:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-b1f4ab6c0e898fc16929d061c2d8b86a749c035e-1200x629-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Learn how connecting physical and digital retail experiences are reshaping consumer behavior. Explore examples and strategies with Braze. \",\"pageTitle\":\"How connecting physical and digital retail experiences are reshaping consumer behavior\",\"slug\":{\"_type\":\"slug\",\"current\":\"connecting-physical-and-digital-retail-experiences\"}},\"title\":\"How connecting physical and digital retail experiences are reshaping consumer behavior\"},{\"_id\":\"imported-craft-123282\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"4c38bc29b598\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c38bc29b5980\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consider back to school season. For decades, this time of year was defined by a flow of frantic activity as students, parents, and teachers alike prepared for the coming school year—in part by heading out to shop for new outfits, new supplies, and other must-haves. But in the wake of the \"},{\"_key\":\"4c38bc29b5981\",\"_type\":\"span\",\"marks\":[\"a549fefc87fe\"],\"text\":\"COVID-19 pandemic\"},{\"_key\":\"4c38bc29b5982\",\"_type\":\"span\",\"marks\":[],\"text\":\", many schools found themselves forced to hold classes remotely or to implement hybrid academic programs that combined digital and in-person learning in an effort to balance educational needs and safety concerns. That shift had a notable impact on school-related norms, including traditional back to school shopping.\"}],\"markDefs\":[{\"_key\":\"a549fefc87fe\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-21102\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3c0603b2baa6\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c0603b2baa60\",\"_type\":\"span\",\"marks\":[],\"text\":\"This fall, we’re finally on the cusp of moving past the “new normal” of COVID-era schooling and into a “next normal” that will define the coming years. For retailers, understanding this new paradigm and responding to it swiftly and thoughtfully is an essential part of ensuring a successful back to school period. To help out, let’s explore key back to school-related trends, including shifts in shopper behavior, and dig into effective strategies that retail and eCommerce brands can leverage to make the most out of this important shopping period.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24fb65ec2386\",\"_type\":\"block\",\"children\":[{\"_key\":\"24fb65ec23860\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Trend #1: Shoppers Are Becoming Savvier\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4ca4ae0e94c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ca4ae0e94c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"During the height of the pandemic, people around the world were forced to lockdown for weeks or months at a time in order to reduce the spread of disease. This sudden shift caused significant hardship, but it also led millions of consumers to explore new brands and new ways of conducting key parts of life online, with many people who’d never had groceries delivered or booked a telehealth appointment, for instance, finding themselves forced to adapt.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a22f20836385\",\"_type\":\"block\",\"children\":[{\"_key\":\"a22f208363850\",\"_type\":\"span\",\"marks\":[],\"text\":\"One side effect of \"},{\"_key\":\"a22f208363851\",\"_type\":\"span\",\"marks\":[\"e3bb5c382e52\"],\"text\":\"this major shift\"},{\"_key\":\"a22f208363852\",\"_type\":\"span\",\"marks\":[],\"text\":\"? Many consumers have grown comfortable and savvy when it comes to digital shopping, and are increasingly willing to comparison shop when buying online. In fact, \"},{\"_key\":\"a22f208363853\",\"_type\":\"span\",\"marks\":[\"5d2762d371cc\"],\"text\":\"over 51% of shoppers\"},{\"_key\":\"a22f208363854\",\"_type\":\"span\",\"marks\":[],\"text\":\" visit at least three brand or retailer sites before making a purchase. With the \"},{\"_key\":\"a22f208363855\",\"_type\":\"span\",\"marks\":[\"e1dec1b68e8c\"],\"text\":\"#2 search term on Google\"},{\"_key\":\"a22f208363856\",\"_type\":\"span\",\"marks\":[],\"text\":\" related to the 2021 back to school season being \\\"back to school sales\\\" it's no surprise that price is the number one consideration for consumers when they’re looking to buy—\"},{\"_key\":\"a22f208363857\",\"_type\":\"span\",\"marks\":[\"aa3501651108\"],\"text\":\"followed by convenience\"},{\"_key\":\"a22f208363858\",\"_type\":\"span\",\"marks\":[],\"text\":\" and, of course, customer experience, both of which can significantly impact brand reputation!\"}],\"markDefs\":[{\"_key\":\"e3bb5c382e52\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6030\",\"_type\":\"reference\"}},{\"_key\":\"5d2762d371cc\",\"_type\":\"link\",\"href\":\"https://www2.deloitte.com/us/en/insights/industry/retail-distribution/back-to-school-survey.html\"},{\"_key\":\"e1dec1b68e8c\",\"_type\":\"link\",\"href\":\"https://trends.google.com/trends/?geo=US\"},{\"_key\":\"aa3501651108\",\"_type\":\"link\",\"href\":\"https://www.namogoo.com/blog/holiday-seasonal/back-to-school-marketing/\"}],\"style\":\"normal\"},{\"_key\":\"1566920279c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"1566920279c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like on the ground? Our analysis found:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eedd2aa8825b\",\"_type\":\"block\",\"children\":[{\"_key\":\"eedd2aa8825b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Stronger engagement with push notifications:\"},{\"_key\":\"eedd2aa8825b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Reflecting the strength of mobile during the pandemic and beyond, back to school push engagement rates grew by 2X from 2019 to 2020 and are poised to keep rising, with a 14% increase taking place in the pre-back to school period this year.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"991a4d0efb38\",\"_type\":\"block\",\"children\":[{\"_key\":\"991a4d0efb380\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gentle growth in terms of email engagement:\"},{\"_key\":\"991a4d0efb381\",\"_type\":\"span\",\"marks\":[],\"text\":\" While less pronounced than with push, email engagement also saw growth during COVID, with back to school-era unique open rates rising nearly 3% from 2019 to 2020, followed by a further 4% bump in the run-up to this year’s back to school season.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed9984750f18\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed9984750f180\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Increased Content Card usage:\"},{\"_key\":\"ed9984750f181\",\"_type\":\"span\",\"marks\":[],\"text\":\" This \"},{\"_key\":\"ed9984750f182\",\"_type\":\"span\",\"marks\":[\"bbf39d47cdf6\"],\"text\":\"emerging channel\"},{\"_key\":\"ed9984750f183\",\"_type\":\"span\",\"marks\":[],\"text\":\" has begun to heat up over the last year, with Content Card unique click rates trending up 5% in the pre-back to school period as more Braze customers enable low-lift seasonal campaigns and personalized tactics.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bbf39d47cdf6\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-762\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"65e7da9f8c52\",\"_type\":\"block\",\"children\":[{\"_key\":\"65e7da9f8c520\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Rising app usage rates:\"},{\"_key\":\"65e7da9f8c521\",\"_type\":\"span\",\"marks\":[],\"text\":\" While app usage dipped during the 2020 back to school season, this year’s usage rates are up more than 40% year over year (YoY) in the run-up to this key period, growing from 10.16% in 2020 to 14.46% in 2021.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1496b747ed1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1496b747ed1f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Increased shopping conversion rates:\"},{\"_key\":\"1496b747ed1f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" This is a bit of a comeback story—while purchase rates dropped 60% between the 2019 and 2020 back to school seasons, we’re seeing a 24% YoY rise as this 2021’s back to school period approaches.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bace20566859\",\"_type\":\"block\",\"children\":[{\"_key\":\"bace205668590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Following the rise of COVID, it’s clear that consumers have become more accustomed to engaging with digital channels, with shoppers increasingly engaging with more channels as they proceed along their online purchasing journeys. Interestingly, while mobile engagement continues to climb, there’s reason to think retailers may be underutilizing \"},{\"_key\":\"bace205668591\",\"_type\":\"span\",\"marks\":[\"2ada1a5f3c15\"],\"text\":\"web messaging\"},{\"_key\":\"bace205668592\",\"_type\":\"span\",\"marks\":[],\"text\":\" channels. These channels—which include \"},{\"_key\":\"bace205668593\",\"_type\":\"span\",\"marks\":[\"07393ae5e381\"],\"text\":\"web push notifications\"},{\"_key\":\"bace205668594\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"bace205668595\",\"_type\":\"span\",\"marks\":[\"f7689f9a0dc8\"],\"text\":\"in-browser messages\"},{\"_key\":\"bace205668596\",\"_type\":\"span\",\"marks\":[],\"text\":\"—represent an opportunity for retailers to bolster their engagement and purchase rates while reaching web visitors where they are.\"}],\"markDefs\":[{\"_key\":\"2ada1a5f3c15\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17706\",\"_type\":\"reference\"}},{\"_key\":\"07393ae5e381\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-21961\",\"_type\":\"reference\"}},{\"_key\":\"f7689f9a0dc8\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82310\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"32d5986c1ae9\",\"_type\":\"block\",\"children\":[{\"_key\":\"32d5986c1ae90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Trend #2: Maintaining Loyalty Is More Difficult Than Ever Before\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f99eee06bc1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f99eee06bc1c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve been seeing signs for over a year that consumer loyalty might be on the decline. In fact, last summer’s \"},{\"_key\":\"f99eee06bc1c1\",\"_type\":\"span\",\"marks\":[\"9f83c71733e2\"],\"text\":\"The Future of Retail report\"},{\"_key\":\"f99eee06bc1c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" found that only 10% of consumers listed “familiarity” as a top consideration when deciding what brands to patronize. But as we approach this year’s back to school season, there’s reason to think that weakening consumer loyalty is becoming more—not less—of an issue for retailers.\"}],\"markDefs\":[{\"_key\":\"9f83c71733e2\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17718\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"21d3d2709a00\",\"_type\":\"block\",\"children\":[{\"_key\":\"21d3d2709a000\",\"_type\":\"span\",\"marks\":[],\"text\":\"Although today’s customers tend to comparison shop more than they did before the pandemic, when it comes to brands they have previously visited, they are becoming more impulsive. As a result, the time between consumers' first and second purchases fell from 4 days to 0.28 days, a 93% drop. However, we’re also seeing that loyalty is harder to maintain, since only 11% of retail and eCommerce customers today become repeat purchasers—a dynamic likely impacted by retailers’ heavy promotional cadence during the back to school time period. Over \"},{\"_key\":\"21d3d2709a001\",\"_type\":\"span\",\"marks\":[\"43417116cec1\"],\"text\":\"61% of shoppers\"},{\"_key\":\"21d3d2709a002\",\"_type\":\"span\",\"marks\":[],\"text\":\" wait for (and shop exclusively around) \"},{\"_key\":\"21d3d2709a003\",\"_type\":\"span\",\"marks\":[\"c99f43bdbc89\"],\"text\":\"tentpole sales events\"},{\"_key\":\"21d3d2709a004\",\"_type\":\"span\",\"marks\":[],\"text\":\" including Prime Day, Fourth of July, and Labor Day.\"}],\"markDefs\":[{\"_key\":\"43417116cec1\",\"_type\":\"link\",\"href\":\"https://nrf.com/insights/holiday-and-seasonal-trends/back-to-school\"},{\"_key\":\"c99f43bdbc89\",\"_type\":\"link\",\"href\":\"/resources/reports-and-guides/singles-day-marketing-guide\"}],\"style\":\"normal\"},{\"_key\":\"be1ebf242265\",\"_type\":\"block\",\"children\":[{\"_key\":\"be1ebf2422650\",\"_type\":\"span\",\"marks\":[],\"text\":\"The upshot? While shoppers may be open to impulse buys in connection with these shopping tentpoles, those purchases don’t necessarily result in lasting loyalty or strong retention rates. To get a picture of what retention is likely to look like for this year’s back to school period, let’s look back at differences in behavior between back to school 2019 and 2020, as well as the results we’re in seeing in the pre-back to school period this year:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c15418e2bb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c15418e2bb60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Back to school shoppers appear less loyal than other buyers: \"},{\"_key\":\"2c15418e2bb61\",\"_type\":\"span\",\"marks\":[],\"text\":\"We saw strong retention rates for consumers who shopped with retailers before and during the back to school season in 2020. However, retention rates were nearly 10% higher among shoppers who bought during the earlier period, suggesting that back to school shoppers are inherently less loyal. This year, we expect to see a back to school retention rate similar to what we saw in 2019, as customers are faced with more online and offline shopping options.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c63554acf782\",\"_type\":\"block\",\"children\":[{\"_key\":\"c63554acf7820\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retention appears to be trending lower in 2021\"},{\"_key\":\"c63554acf7821\",\"_type\":\"span\",\"marks\":[],\"text\":\": Our analysis found that shoppers first acquired in the 2021 pre-back to school time period are significantly less likely to be retained than customers who were acquired during 2020. With brand loyalty seeming to be playing a reduced role as the pandemic slackens, these trends make it even more important that retailers prioritize customer engagement and retention as they head into this key shopping season.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"edc442fbc841\",\"_type\":\"block\",\"children\":[{\"_key\":\"edc442fbc8410\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Retailers Can Effectively Prepare for This Year’s Back to School Season\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"018e3bc21b36\",\"_type\":\"block\",\"children\":[{\"_key\":\"018e3bc21b360\",\"_type\":\"span\",\"marks\":[],\"text\":\"While there’s no question that back to school shopping events can be a great way to drive customer acquisition and revenue, this year’s trends suggest that driving retention and taking steps to maximize consumers’ lifetime value (LTV) should be a major focus for retailers. Get it right and you can ensure that your top customers return for other peak revenue-driving periods; get it wrong, and you could be facing significant drops in customer retention just as you’re moving into other potentially lucrative seasons (i.e. the holidays!).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4be1f326e969\",\"_type\":\"block\",\"children\":[{\"_key\":\"4be1f326e9690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not sure how to make that happen? Here are some tactics that can help you see stronger results this back to school season:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d1e1c35bee4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d1e1c35bee40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Embrace a Thoughtful Onboarding on All Platforms: \"},{\"_key\":\"6d1e1c35bee41\",\"_type\":\"span\",\"marks\":[],\"text\":\"While it’s important to thoughtfully introduce new customers to your brand by \"},{\"_key\":\"6d1e1c35bee42\",\"_type\":\"span\",\"marks\":[\"570fb37fbdab\"],\"text\":\"onboarding\"},{\"_key\":\"6d1e1c35bee43\",\"_type\":\"span\",\"marks\":[],\"text\":\" them into your mobile app, don’t forget about the web! Nurturing those anonymous users and ensuring that they have a clear path to get up to speed on your business proposition and digital platforms makes it possible to both understand their current behavior and anticipate their future needs and wants.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"570fb37fbdab\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17786\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"974bbc773674\",\"_type\":\"block\",\"children\":[{\"_key\":\"974bbc7736740\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Leverage Strategic Segmentation in Your Promotional Campaigns:\"},{\"_key\":\"974bbc7736741\",\"_type\":\"span\",\"marks\":[],\"text\":\" Your promotional messaging is key to the success of your back to school marketing program, so make sure you’re targeting that outreach effectively to get the most out of every message you send. For instance, if a current customer is likely to buy an item at full price, you may want to showcase personalized product recommendations to cross-sell/upsell their carts in line with their preferences, instead of immediately offering them a discount.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"260d5aed5317\",\"_type\":\"block\",\"children\":[{\"_key\":\"260d5aed53170\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Incorporate Social into your Customer Engagement Efforts: \"},{\"_key\":\"260d5aed53171\",\"_type\":\"span\",\"marks\":[],\"text\":\"While direct customer engagement campaigns using owned channels like email are important, they don’t exist in a vacuum. If you coordinate that outreach with your social channels, you can more effectively encourage customers to share the purchases they’ve made, invite friends to check out your brand, and leave positive reviews. Additionally, you can sync your audience segments with social platforms to reach new and valuable users and then leverage owned channels to keep those new relationships strong.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2daefc275b7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2daefc275b7c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Create Content to Align With Your Business Objectives: \"},{\"_key\":\"2daefc275b7c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you craft ads and other paid content, you’re probably taking steps to ensure that it’s designed to drive desired actions, habits, and outcomes among the target audience—and it’s just as important to do that work when it comes to the messages you send as part of your cross-channel customer engagement strategy. For more on how to do that, \"},{\"_key\":\"2daefc275b7c2\",\"_type\":\"span\",\"marks\":[\"d5ea589c6893\"],\"text\":\"check out the Braze TRUST framework\"},{\"_key\":\"2daefc275b7c3\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"d5ea589c6893\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-31883\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"847625b65a8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"847625b65a8c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"614eb31180e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"614eb31180e40\",\"_type\":\"span\",\"marks\":[],\"text\":\"In today’s fast-moving retail environment, brands need to keep a close eye on consumer behaviors and be willing to make tactical changes to their customer engagement programs in order to serve their customers effectively. With the right mix of strategies and messaging channels, it’s possible to significantly boost retention, revenue, and engagement, even in the midst of the highly competitive back to school season.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63add2fcef1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"63add2fcef1d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To learn more about how customer engagement is changing and how to make the most out of your marketing programs, take a look at the \"},{\"_key\":\"63add2fcef1d1\",\"_type\":\"span\",\"marks\":[\"d9a6b03ae736\"],\"text\":\"2021 Global Customer Engagement Review\"},{\"_key\":\"63add2fcef1d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CER).\"}],\"markDefs\":[{\"_key\":\"d9a6b03ae736\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-27174\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"0e969ec6e0d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e969ec6e0d00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Methodology\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3d72cf8afcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3d72cf8afcf0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"For this analysis, Braze pulled anonymized and aggregated data from Braze customers in the retail and eCommerce space. These statistics span January 2019 to July 2021. The raw data has been cleaned using volume and company count checks so that no one brand or group of brands is over-represented. For all purchase- and messaging-related stats, only brands tracking the relevant information have been included so as not to skew the analysis.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/1d2830697b06eadc9646a69e94f2a5d2ed2511bd-1080x1080.png\",\"publishedDate\":\"2021-08-13T09:59:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-06f85aabfeda37be5e263d3b4b3928c669f55b86-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"This fall, we’re finally on the cusp of moving into a “next normal” that will define the coming years. For retailers, understanding this new paradigm and responding to it swiftly and thoughtfully is an essential part of ensuring a successful back to school period. To help out, let’s explore key back to school-related trends, including shifts in shopper behavior, and dig into effective strategies that retail and eCommerce brands can leverage to make the most out of this important shopping period.\",\"pageTitle\":\"Key Customer Engagement Considerations for Retailers During Back to School 2021\",\"slug\":{\"current\":\"key-customer-engagement-considerations-for-retailers-during-back-to-school-2021\"}},\"title\":\"Key Customer Engagement Considerations for Retailers During Back to School 2021\"},{\"_id\":\"imported-craft-6030\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"4731f3c4c2e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"4731f3c4c2e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve all heard about the drastic impact that this global pandemic has had on consumers, as well as the \"},{\"_key\":\"4731f3c4c2e11\",\"_type\":\"span\",\"marks\":[\"a5712a65b6fd\"],\"text\":\"major changes\"},{\"_key\":\"4731f3c4c2e12\",\"_type\":\"span\",\"marks\":[],\"text\":\" it has driven across industries—from education and grocery brands to hospitality and sports. What COVID-19 has done is accelerate technology adoption, while also bringing home the clear need for a complete digital reset.\"}],\"markDefs\":[{\"_key\":\"a5712a65b6fd\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-21102\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"8e8d8cc04543\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e8d8cc045430\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s something that plenty of companies have talked about over the past decade, but now they have no choice but to make that talk a reality in order to survive and thrive in today’s challenging landscape. With many consumers still in lockdown and many more hesitant to return to the in-person shopping situations that once defined the business landscape, brands are facing an urgent need to evaluate new ways to implement digitally-enabled communication, engagement, and ecommerce solutions that are able to reach and build loyalty among a wider breadth of consumers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"269454545c04\",\"_type\":\"block\",\"children\":[{\"_key\":\"269454545c040\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"“Digital Reset” Requires Destruction\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f666f0f33ad5\",\"_type\":\"block\",\"children\":[{\"_key\":\"f666f0f33ad50\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the creative industry, we believe that each new creation begins as an act of destruction. This need to undo the old before you can move on with the new is just as true when it comes to a digital reset, which will require many brands to take apart their existing business model in order to service your customers effectively in this new world. One of the biggest aspects of this pull-apart/put-together dynamic is your brand’s marketing technology structure, which needs to be an agile, flexible engine of engagement, now more than ever.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e23953fdf43f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e23953fdf43f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The rise of direct-to-consumer (DTC) brands in recent years has done a lot to remind heritage brands that their purpose and their brand expression at every relevant customer touchpoint—including retailer and other third-party partners—really matters. DTC brands have been much quicker to use data and technology to target moments with each individual customer journey where personalized brand experiences can have a substantial impact; in fact, research has shown that these companies are \"},{\"_key\":\"e23953fdf43f1\",\"_type\":\"span\",\"marks\":[\"37f0c65cebf4\"],\"text\":\"730% more likely\"},{\"_key\":\"e23953fdf43f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to trigger messages based on user actions, compared to non-DTC brands.\"}],\"markDefs\":[{\"_key\":\"37f0c65cebf4\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6909\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"dc1535aa7bbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc1535aa7bbf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"These purpose-driven paradigm shifts have dismantled the traditional retail model, which was originally designed for a linear “set and forget” approach based around advertising products that customers see and then come purchase at retail stores. COVID-19 accelerated the collapse of these shaky retail models to such a degree that bankruptcy news from big box retailers has now become a frequent headline. Furthermore, in our era of Digital Reset, the new stay-at-home consumer has become many brands’ primary target segment. Now is the ideal opportunity for them to unlearn everything they know about their customers and combine analytics and customer data to reimagine the online-to-offline (O2O) transition, as well as the physical aspects of their business strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49fb81fbd05b\",\"_type\":\"block\",\"children\":[{\"_key\":\"49fb81fbd05b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’re already seeing many striking examples of business model innovation coming out of this pandemic. For instance, a number of restaurants pivoted to use their surplus supply of ingredients to allow customers to order fresh vegetables, meat, wine, and beer for pick-up alongside traditional food orders. Gyms and fitness brands have launched live-streamed classes \"},{\"_key\":\"49fb81fbd05b1\",\"_type\":\"span\",\"marks\":[\"e68d380e81c8\"],\"text\":\"and even acquired at-home fitness technology\"},{\"_key\":\"49fb81fbd05b2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help stay-at-home customers keep active and healthy. Some large pharmacies expanded their delivery offerings to make it possible to deliver medication straight to their customers’ doors. Even luxury brands that have traditionally depended heavily on physical interaction are now tripling down on digital transformation.\"}],\"markDefs\":[{\"_key\":\"e68d380e81c8\",\"_type\":\"link\",\"href\":\"https://www.wsj.com/articles/lululemon-to-buy-at-home-fitness-company-mirror-for-500-million-11593465981\"}],\"style\":\"normal\"},{\"_key\":\"8551cb92c39b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8551cb92c39b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"These major, pandemic-driven shifts illustrate that when businesses are truly tuned into their customers’ needs and behaviors, and willing to deconstruct their current business model, it’s possible to bring to life innovative and effective solutions in a matter of weeks.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8651721c818\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8651721c8180\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Begin Your Reset By Starting Small and Thinking Big\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8beb0e679d05\",\"_type\":\"block\",\"children\":[{\"_key\":\"8beb0e679d050\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start this process for your company by assembling \"},{\"_key\":\"8beb0e679d051\",\"_type\":\"span\",\"marks\":[\"be5421622219\"],\"text\":\"your two-pizza team\"},{\"_key\":\"8beb0e679d052\",\"_type\":\"span\",\"marks\":[],\"text\":\"; that is, a small, cross-functional group empowered to bring innovative thinking to your brand’s overall business model. Organizations that have long-term growth and success in mind will already have invested in building out a team of this sort, and that’s true even for the largest heritage brands.\"}],\"markDefs\":[{\"_key\":\"be5421622219\",\"_type\":\"link\",\"href\":\"https://www.cnbc.com/2018/04/30/jeff-bezos-2-pizza-rule-can-help-you-hold-more-productive-meetings.html\"}],\"style\":\"normal\"},{\"_key\":\"a61670645fcb\",\"_type\":\"block\",\"children\":[{\"_key\":\"a61670645fcb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Western companies can take some additional learnings from the Chinese digital transformation playbook. In recent years, we’ve seen Alibaba pioneer live-streaming as a new form of social commerce by shortening the path between influencers and commerce and driving the Singles Day shopping festival to a one-day sales record of \"},{\"_key\":\"a61670645fcb1\",\"_type\":\"span\",\"marks\":[\"bdc3e7d0d9c6\"],\"text\":\"over $38 billion\"},{\"_key\":\"a61670645fcb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" on November 11, 2019; that’s \"},{\"_key\":\"a61670645fcb3\",\"_type\":\"span\",\"marks\":[\"4099a5ee0066\"],\"text\":\"more than 2.5x\"},{\"_key\":\"a61670645fcb4\",\"_type\":\"span\",\"marks\":[],\"text\":\" the combined US sales for last years’ Black Friday and Cyber Monday. At the same time, we’ve seen Wechat successfully shift much of China to an \"},{\"_key\":\"a61670645fcb5\",\"_type\":\"span\",\"marks\":[\"9f20971775ce\"],\"text\":\"increasingly cashless society\"},{\"_key\":\"a61670645fcb6\",\"_type\":\"span\",\"marks\":[],\"text\":\" by building an innovative digital wallet inside their social platform that has grown into a defining pillar of the Chinese internet.\"}],\"markDefs\":[{\"_key\":\"bdc3e7d0d9c6\",\"_type\":\"link\",\"href\":\"https://www.techradar.com/news/singles-day-officially-bigger-than-black-friday-and-cyber-monday-combined\"},{\"_key\":\"4099a5ee0066\",\"_type\":\"link\",\"href\":\"https://hbr.org/2019/12/for-alibaba-singles-day-is-about-more-than-huge-sales\"},{\"_key\":\"9f20971775ce\",\"_type\":\"link\",\"href\":\"http://techgenix.com/alipay-and-wechat-pay/\"}],\"style\":\"normal\"},{\"_key\":\"904f4c2aa753\",\"_type\":\"block\",\"children\":[{\"_key\":\"904f4c2aa7530\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Embrace the Unknown with Experimentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"bdb7ebbd2f62\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdb7ebbd2f620\",\"_type\":\"span\",\"marks\":[],\"text\":\"All of us are facing a larger cultural and economic reset as a result of COVID-19. And as this reset comes to fruition, brands that want to be able to return to full speed and speak effectively to their customers in this changed world need to embrace technology and creativity in tandem in order to win the day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"314fa403370a\",\"_type\":\"block\",\"children\":[{\"_key\":\"314fa403370a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The need for smart, ongoing experimentation has never been clearer—or more critical. Brands must find new ways to reach consumers in a stressful, cluttered digital environment, and the first step toward reaching that goal means not being afraid to \"},{\"_key\":\"314fa403370a1\",\"_type\":\"span\",\"marks\":[\"4b46fb3939d6\"],\"text\":\"explore new channels\"},{\"_key\":\"314fa403370a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", mediums, and touchpoints. Whether that’s live-streaming, \"},{\"_key\":\"314fa403370a3\",\"_type\":\"span\",\"marks\":[\"dc69384edf3f\"],\"text\":\"AR experiences\"},{\"_key\":\"314fa403370a4\",\"_type\":\"span\",\"marks\":[],\"text\":\", or web push notifications, brands need to embrace the many tools at their disposal to reach the stay-at-home consumer. Second, they need to ensure that their approach to customer engagement is consistent, coordinated, and compelling. While mobile and digital engagement skyrockets, brands must embrace a true \"},{\"_key\":\"314fa403370a5\",\"_type\":\"span\",\"marks\":[\"b1537b4dc271\"],\"text\":\"cross-channel messaging strategy\"},{\"_key\":\"314fa403370a6\",\"_type\":\"span\",\"marks\":[],\"text\":\" that can be deployed across their ecosystem and personalized for every customer in order to meet the challenges of today.\"}],\"markDefs\":[{\"_key\":\"4b46fb3939d6\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17762\",\"_type\":\"reference\"}},{\"_key\":\"dc69384edf3f\",\"_type\":\"link\",\"href\":\"/resources/articles/sephora-sea-case-study-ar\"},{\"_key\":\"b1537b4dc271\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-7004\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"5c3b2f16cd37\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c3b2f16cd370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Change can be difficult, but it’s inevitable—and brands that embrace the change needed to meet our current challenges will be well-positioned to thrive going forward. Finding the right partner to guide your brand through your transformation will be key. At \"},{\"_key\":\"5c3b2f16cd371\",\"_type\":\"span\",\"marks\":[\"de344d32a8d9\"],\"text\":\"Barbarian\"},{\"_key\":\"5c3b2f16cd372\",\"_type\":\"span\",\"marks\":[],\"text\":\", it’s our job to know what’s new and next when it comes to creativity and digital transformation. We build nimble teams to provide bold, creative solutions at speed, designed to level up your brand’s entire digital ecosystem. So be mindful of our ever-changing world and start thinking about how you can build and leverage the \"},{\"_key\":\"5c3b2f16cd373\",\"_type\":\"span\",\"marks\":[\"7f7b76234f09\"],\"text\":\"infrastructure you need\"},{\"_key\":\"5c3b2f16cd374\",\"_type\":\"span\",\"marks\":[],\"text\":\" to adapt to and navigate our increasingly customer-centric future.\"}],\"markDefs\":[{\"_key\":\"de344d32a8d9\",\"_type\":\"link\",\"href\":\"https://wearebarbarian.com/\"},{\"_key\":\"7f7b76234f09\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25033\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/5dbaf93eefa5a6ecf9a3ad1e43dc6a3d3896965e-1400x700.png\",\"publishedDate\":\"2020-08-05T13:00:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-5dbaf93eefa5a6ecf9a3ad1e43dc6a3d3896965e-1400x700-png\",\"_type\":\"reference\"}},\"pageDescription\":\"With many consumers still in lockdown and many more hesitant to return to the in-person shopping situations that once defined the business landscape, brands are facing an urgent need to evaluate new ways to implement digitally-enabled communication, engagement, and ecommerce solutions. 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