Key insights from Grow with Braze Singapore 2025

Grow with Braze Singapore welcomed more than 220 marketing leaders and customer engagement experts to the historic CHIJMES Hall in May. The event tackled the central question of 2025 for marketers across Asia: how to deliver personalized, seamless experiences that match ever-growing consumer expectations.

Braze in Asia: Personalization and trust

The event opened with Shahid Nizami, VP for APAC and GCC at Braze, framing the challenge clearly: today's customers demand immediate, personalized interactions. Shahid underscored that brands mastering personalization through data, trust, and AI-driven strategies will lead the charge on customer loyalty and growth in the region.

Engaging the always-on consumer

Moderated by Shahid Nizami, the opening panel featured Chen Peng (Minden.ai's yuu Rewards), Paustina Chou (Sgcarmart), and Jodie Lam (ShopBack), who shared strategies for engaging today’s constantly connected consumers.

Chen Peng highlighted how Minden.ai leverages a mobile-first loyalty strategy, optimizing messaging frequency and relevance to minimize unsubscribes. Paustina Chou described how Sgcarmart’s strategic shift towards mobile app engagement significantly boosted user retention and satisfaction, emphasizing the importance of educating customers through valuable content rather than purely promotional messaging. Jodie Lam of ShopBack explained how linking online discovery with offline rewards, such as ShopBack Pay, created consistent experiences, driving greater customer retention through agile segmentation and targeted promotions.

Findings from the Braze customer engagement review

Sam Meyer, Area Vice President of Braze Asia, revealed key findings from the annual Braze Customer Engagement Review, emphasizing the essential role of unified messaging platforms in reading customers' digital body language to deliver highly personalized content. Meyer advocated for embracing messaging apps like WhatsApp and LINE as integral channels in customer engagement strategies.

Building trust and loyalty through data

In an engaging fireside chat moderated by Braze's Gerald Tjan, Sales Director, Scale, Snowflake’s Yang Yang, Regional Vice President, discussed how data-driven personalization directly impacts marketing ROI. Key insights included Ticketek’s successful personalized event recommendations powered by Braze and Snowflake, showcasing how seamless data integration and clear customer consent build lasting loyalty and robust trust.

Crafting personalised journeys: The Coffee Bean & Tea Leaf’s CX transformation with Merkle and Braze

Moderated by Scott Doughty, Senior Director, Commercial Partnerships at Braze, this discussion highlighted The Coffee Bean & Tea Leaf’s (CBTL) groundbreaking customer experience transformation in partnership with Merkle and Braze. Leroy Chua from CBTL and Shaun Au Yong from Merkle detailed their strategic approach, which significantly elevated customer loyalty and engagement. They emphasized omnichannel excellence, showcasing how Merkle’s data strategies combined with Braze’s execution capabilities enabled CBTL’s successful loyalty program launch in Malaysia—a template now poised for global rollout.

BrazeAI™: AI at every customer journey step

Henry Roberto, Solution Consultant at Braze, introduced BrazeAI™, demonstrating the capability to optimize customer journeys across creation, personalization, and delivery phases. From predictive personalization to generative AI-driven messaging, Roberto showcased BrazeAI™ tools, including Project Catalyst—a groundbreaking initiative that automates personalized journey creation, significantly enhancing engagement strategies.

Sephora SEA’s AI-powered engagement

Jarrett Wong, Head of Martech and Mobile Marketing, and Neo Weiqi, Martech & Customer Engagement Specialist, from Sephora SEA highlighted their advanced use of AI to boost customer engagement. They shared successful use cases, such as predictive replenishment journeys and generative AI experiences like an immersive product discovery game. Sephora emphasized maintaining human connection, leveraging Braze to augment personalized digital experiences alongside human-led beauty advisor interactions.

Three key takeaways for marketers in Singapore

1. Trust through transparency: Brands must prioritize customer consent and ethical data use, laying a foundation of trust essential for sustained personalization.

2. AI as your engagement co-pilot: AI-driven solutions enable scalable personalization, effective experimentation, and real-time adaptability, significantly increasing engagement effectiveness.

3. Unified omnichannel experiences: Integrating data seamlessly across channels is critical. Success stories from Sgcarmart, ShopBack, and CBTL illustrate the tangible benefits of breaking down internal data silos.

Conclusion: A toast to innovation and personalization

As the event concluded with networking and refreshments, the message was clear: meaningful personalization, enabled by data, AI, and strategic partnerships, will define the future of customer engagement in Asia.

Grow with Braze Singapore 2025 highlighted that Asia’s leading brands aren’t just adapting to these shifts—they're actively shaping a future of personalized, seamless customer experiences. It's an exciting era for marketers who embrace the challenge.