Key insights from Grow with Braze Bangkok 2025

Our Grow with Braze Bangkok event welcomed more than 300 marketers, technologists, and digital leaders gathered at the Park Hyatt Bangkok to ask a pressing question: How can Thai brands thrive in a world where customers are always on, moving seamlessly between online and offline touchpoints?

From mobile-first retail to cross-device journeys and AI-powered personalization, Grow with Braze Bangkok 2025 explored the strategies shaping the future of customer engagement in Thailand and beyond

Braze in Thailand: Growth through resilience and innovation

The afternoon opened with Shahid Nizami, VP for APAC and GCC, who highlighted Thailand’s unique position in the region. Against a backdrop of economic headwinds, including recent rate cuts by the Central Bank, marketers are being asked to do more with less. Yet the opportunities are immense. Consumers here are digital-first, mobile-savvy, and increasingly expect personalized experiences across every channel, giving room for ambitious brands to adapt their customer engagement strategies and emerge as leaders.

Kao Sutthitham, Head of Thailand at Braze, reinforced the company’s investment in the Thai market, spotlighting a growing local customer base across retail, entertainment, and financial services . His message was clear: With the right data, orchestration, and creativity, brands in Thailand can turn uncertainty into growth.

Building business resilience in uncertain times

The first panel, moderated by Kar Joon Ling, Principal Customer Success Manager, Braze, brought together:

• Apinand Dabpetch, Regional Head of Growth & Wallet Platform, TrueMoney
• Sinthanun Boonyod, SEVP, Digital Business Group, Bualuang Securities
• Donovan Yong, Principal, Services Business Development, Dynamic Yield by Mastercard

The discussion began with the macroeconomic context, rate cuts, slowing exports, and cautious consumers and shifted to how leading Thai companies are building resilience.

• TrueMoney shared how its Branch–Mixpanel–Braze setup enables real-time responses, from gamified campaigns to CSR-driven engagement during unexpected events.
• Bualuang Securities described how Braze helps convert anonymous browsers into active investors through personalized cross-sell and content journeys.
• Dynamic Yield emphasized the need for localization at scale, enabling brands to personalize offers across channels in Southeast Asia’s diverse markets.

The key takeaway was that resilience comes from data-driven agility, using real-time insights and flexible platforms to deliver meaningful engagement even when budgets are tight.

Designing seamless journeys in a connected world

The second panel, moderated by Savanun Boonyapanich, Head of Startups, Braze Thailand, featured:

• Daniel Lasavanich, Group Head of Digital Marketing, Central Group
• Supachat Boon-aum, Head of Marketing, NocNoc
• Andrew Elturk, Regional Enterprise Director, Contentsquare

The conversation focused on bridging the online–offline divide:

• Central Group spoke about creating connected shopping experiences across physical stores, mobile apps, and digital channels—ensuring customers feel recognized at every step.
• NocNoc, Thailand’s home improvement platform, outlined how offline purchase data is activated in real time to enrich online journeys and drive repeat visits.
• Contentsquare showed how behavioral data across devices can unlock personalization that feels immediate and intuitive .

For Thai brands, the panel underscored that seamless journeys require integrated data, consistent design, and a test-and-learn mindset to bridge fragmented customer touchpoints.

Engaging the always-on consumer

Closing the afternoon was a Thai-language session moderated by Kao Sutthitham, with:

• Yotaka Rodpothong, Marketing & E-Commerce Director, Com7
• Sirintra Tangtrakulpaissan, Director of Application Growth, Cinema Marketing, Major Cineplex
• Thanoos Kerdlaup, Head of Growth & CX Business, Merkle Thailand

This lively discussion dug into what it takes to stay top-of-mind with Thai consumers who are always connected, always comparing, always expecting relevance:

• Com7 highlighted how loyalty, Apple ecosystem integration, and real-time offers (supported by AWS and Braze) keep customers coming back across its Banana and Studio7 brands.
• Major Cineplex revealed how segmentation and “always-on coupons” help sustain engagement during both blockbuster booms and quieter box-office periods.
• Merkle framed “always-on” as more than repeat purchase—it’s about designing end-to-end experiences that build human loyalty, powered by data and AI .

AI, naturally, was a hot topic. From predictive scheduling at Major to AI-driven product recommendations at Com7, panelists agreed that while adoption is still evolving, AI-enhanced engagement is quickly moving from pilot projects to everyday practice.

Three takeaways for Indonesian marketers

1. Resilience is built on real-time data. Whether in fintech or securities, brands are using signals and automation to pivot faster than economic headwinds.
2. Seamless journeys win loyalty. Bridging offline and digital isn’t optional, Thai consumers expect every interaction, across every channel, to feel connected.
3. Always-on means always relevant. From real-time coupons to AI recommendations, the brands that thrive are those that meet consumers in the moment, again and again.

A toast to growth, powered by community

As the panels gave way to networking drinks, one message resonated: growth in Thailand’s fast-moving market is no longer about simply acquiring more users, but about deepening relationships across micro-moments.

With thanks to our sponsors, partners, and the Braze Thailand team, Grow with Braze Bangkok 2025 showcased that Thai brands are not just adapting to change, they are actively shaping the future of customer engagement.

Whether it was a fintech innovator rethinking loyalty, a retailer designing seamless omni-journeys, or a cinema chain turning moviegoers into lifetime fans, the afternoon made one thing clear: Bangkok is ready for what’s next.

Looking to network with peers and gain exclusive insights to grow your brand?

Visit our Grow With Braze event hub for all upcoming events around the world and opportunities to learn from the very best: https://brazeevents.braze.com/grow-with-braze.