How Bazaar turned restocks into sales with Braze

The Bazaar App has kept Pakistan’s homes and businesses stocked with essentials since 2020, offering next-day delivery on quality goods at low, wholesale prices. Ambitious and tech-savvy, Bazaar went on to develop a bookkeeping app and procurement platform, and launch its own distribution partnership service. It is now the country’s leading e-commerce and fintech company.

Customer engagement is critical for the brand, which uses robust lifecycle marketing strategies to engage a growing and diversifying customer base. The Bazaar team needed a customer engagement solution that could increase scale and sophistication without adding complexity and operational overhead—and this led them to the Braze customer engagement platform.

The problem: Legacy CRM limited ambitions and increased cost

Customer engagement is essential for brands like Bazaar, particularly in the competitive grocery and consumables market, where speed, price, and availability can directly influence loyalty and retention.

As the business began to scale, it became clear that customer data would be central to their growth strategy. In particular, the Bazaar marketing team wanted to use customer engagement campaigns to drive ongoing engagement from existing users, and to prioritize advertising budget for customer acquisition.

However, as Bazaar’s engagement needs grew more sophisticated, the existing CRM setup was no longer sufficient to support the team’s evolving ambitions. Limitations around segmentation depth, experimentation, and automation made it difficult to execute timely, highly targeted campaigns at scale. As a result, campaigns often took longer to launch, and opportunities to engage customers at moments of high purchase intent—such as product restocks—were harder to capitalize on.

This made the brand overreliant on paid advertising to bring customers back to their website and app.

The solution: Creating more impact with less effort using Braze

The team was familiar with the Braze platform’s reputation for advanced segmentation and deep expertise in eCommerce and financial services, so they decided to make the switch.

The Bazaar team needed a platform that could deliver:

• Advanced segmentation
• Automated campaign orchestration
• Real-time data streaming and message triggers
• Support for both in-product and out-of-product messaging
• Seamless integrations with Amazon S3 and other existing tools

Using Braze, Bazaar increased the sophistication of their customer engagement campaigns without increasing complexity or overhead. Campaigns are now built, tested, and optimized much faster, allowing engagement to scale alongside the business.

This impact is best illustrated by Bazaar’s restock re-engagement campaign, which took just two days to build in Braze and delivered a 21% increase in revenue.

The campaign: Re-engaging customers affected by stockouts

The Bazaar App focuses on convenience with easy digital ordering and next-day delivery, as well as benchmarking prices to be the most affordable grocery app in the market. But when products are out of stock, customers are forced to shop elsewhere or recheck the app to see if the product is available again.

Neither of these were in line with Bazaar’s strategy to fulfill customer needs quickly and conveniently. The marketing team knew that a restock alert would solve problems for customers affected by stock shortages, saving them the inconvenience of repeatedly returning to the app and the potential disappointment of leaving empty-handed once again.

This would also allow Bazaar to re-engage existing customers organically, reducing their reliance on third-party advertising.

“Our aim was to decrease the load on paid spend—especially on returning users—and rely more on organic growth. The success of this campaign shows how integral CRM and organic marketing are in a consumer-focused business.”

Fizza Jalal

Growth Manager, Bazaar

Step-by-step campaign walkthrough

Bazaar’s restock campaign was easy to achieve in Braze. The whole campaign took a month from initial ideation to launch—with the Braze build taking only two days. Here’s how they brought it to life.

Step 1: Capturing customer interest, consent, and data

When a customer encountered an out-of-stock product on the Bazaar App or website, they could opt into a restock alert. When they clicked the “Notify Me” button, they were prompted to give their consent for push notifications, then automatically entered into Braze Canvas path, which orchestrated the entire journey.

Step 2: Triggering real-time restock alerts

Product availability was evaluated using live catalog data from Amazon S3. As soon as an item was restocked, Braze automatically triggered a personalized push notification, using Liquid tags to dynamically populate specific product details and drive urgency with a compelling call to action.

Step 3: Experimenting to optimize conversions

Bazaar wanted to test different messaging variables—such as tone, language, and copy style—to maximize conversions. To do this, users were routed into a Canvas Experiment Path, where they were randomly assigned to one of many message variants. Variant performance was evaluated based on conversion rates, and the winning variants then automatically scaled to the majority of users.

The results: Higher revenue, lower costs

The Bazaar team saw outstanding results with their Braze-powered campaign, both in engagement and the campaign’s ability to drive real revenue. The results included:

• 29% increase in total open rates
• 12% increase in total conversions
• 26% increase in orders
• 21% increase in revenue
• 9% increase in one-day conversion across the funnel

Beyond the numbers, the campaign also reinforced Bazaar’s brand reputation for convenience by removing friction in the customer journey. Proactively notifying customers of restocks reduced frustration, eliminated unnecessary app visits, and helped reduce preventable churn.

Internally, the campaign also created significant efficiency gains by freeing staff from time-consuming manual segmentation and experimentation tasks, reducing workload and accelerating time-to-market.

“Braze has helped us target our users in the most efficient manner, helping us save valuable time we would spend analysing cohorts. Braze analyses the cohorts for us and targets them fast, so that we can bring in incremental business.”

Fizza Jalal

Growth Manager, Bazaar

Key takeaways

1. Customer engagement drives revenue and cuts costs: Re-engaging customers with first-party data is more cost-effective than paid re-acquisition. Save your budget for net-new growth.

2. Real-time triggers improve customer experience and retention: Timely, event-based messaging reduces pain points and ensures customers are reached at moments of high intent.

3. Out-of-product messaging expands reach: Push notifications and other out-of-app channels are essential for re-activating users who aren’t using your app in the moment.

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