How Dutch Bros reduced complexity in its tech stack while increasing the effectiveness of their messaging
Dutch Bros sought to make its app experience as unique and memorable as in-person interactions to foster loyalty and a personal connection to the brand. Before Braze, fragmentation across channels and platforms hindered consistent messaging, increased costs, and created suboptimal customer experiences. These challenges prevented Dutch Bros from achieving the genuine connection crucial to its brand.
Dutch Bros decided it needed to source a unified, cross-channel platform in order to succeed. The company needed to be able to:
Manage the user lifecycle from acquisition to retention by engaging users at critical points with relevant messaging.
Create dynamic audience segments based on real-time data integration.
Monitor and analyze the performance of campaigns in real-time.
Manage cross-channel interactions with intuitive journey orchestration.
Dutch Bros has found significant value in partnering with Braze Technical Account Management (TAM) and Support Engagement Lead services. The specialized support enhances marketing efficiency and flexibility, offering strategic and technical guidance tailored to Dutch Bros' unique needs. TAM's solution design and implementation guidance ensure marketing initiatives are impactful and well-executed, while Support Engagement Lead services provide rapid, reliable technical assistance, streamlining troubleshooting and solution implementation.
Furthermore, Dutch Bros chose Braze for its integrated partner ecosystem, which offers a wide range of pre-built integrations and APIs. This ecosystem facilitates seamless data exchange and enhances the functionality of the Braze platform. Through the Braze platform’s integration with Segment, Dutch Bros can feed a wide variety of data and data sources from its CDP into Braze, where it can manage offers, understand its customers better, and drive insightful analytics.
Building customer loyalty through personalized, cross-channel messaging
Dutch Bros sought to evolve its cross-channel strategy to fully leverage all customer interaction channels. This led to a messaging flow centered around delivering personalized, product-based messages tailored to individual preferences. By leveraging customer data and insights—such as purchase history and app interactions like tipping, loading stored value, and digital badge engagement—Dutch Bros ensures that its communications are relevant, timely, and aligned with each customer's interests, boosting engagement through ongoing, meaningful conversations.
Dutch Bros hypothesized that by coupling a unified, cross-channel approach with personalized product-specific messaging, it could not only improve the customer experience but also boost incrementality and drive repeat behavior. To test this hypothesis, Dutch Bros focused on sending tailored messages based on customer preferences. One example was offering blended products to one group of customers while promoting iced products to another, both selected based on individual taste profiles and purchase history.
Key components of the strategy include:
Unique messaging across multiple channels using Braze Canvas
Engaging customers 1:1 at their preferred interaction points
Featuring Products Informed by Customer Preferences and Location
Using
Braze Canvas, our no-code journey orchestration tool, Dutch Bros is able to create and execute personalized, product-based campaigns across email, SMS, push notifications, and in-app messaging. To launch campaigns at scale, Dutch Bros uses
Braze Catalogs to dynamically pull in content such as relevant products for each participating location in order to tailor messages to each customer. It further personalizes messaging by customer name, their most visited location within certain timeframes, and specific product recommendations based on individual purchase history and preferences.