KakaoStyle boosts app traffic by 35% with Braze Currents

KakaoStyle is a leading eCommerce player in Korea, operating a suite of popular shopping platforms. Its flagship app, ZIGZAG, complemented by POSTY and Fashion by Kakao, caters to diverse consumer segments. The company leverages data to understand customer preferences, improve marketing strategies, and enhance product recommendations. As KakaoStyle's primary platform, ZIGZAG is expanding beyond its fashion roots to include beauty, lifestyle, and food categories, further solidifying its market position.

Before implementing Braze, KakaoStyle faced challenges in quickly identifying their best-performing message designs. Braze helped this problem by streaming detailed engagement data in real time, allowing KakaoStyle to easily evaluate the effectiveness of each piece of creative.

Streamlining analysis for more impactful messaging

In order to enhance its CRM strategy and increase business impact, KakaoStyle leveraged Braze Currents, which allows brands to stream engagement events out of the Braze platform in real time. They used Braze Currents to stream message response events to Amazon Web Services (AWS) S3, its internal data warehouse. The team combined CRM performance data from push, in-app, and KakaoTalk Channel messages with internal user data such as membership levels and purchase history. They then created a dashboard in AWS QuickSight, combining this data with internal user data to gain a comprehensive view of performance.

This feature provided crucial creative-level insights and analysis, measured against CTR and conversion rates. As a result, KakaoStyle gained a comprehensive understanding of how each creative performed in its CRM efforts.

For example, KakaoStyle connects internal user data like age and membership level with message engagement events streamed through Braze Currents to identify their most responsive customer segments. Through comprehensive data analysis, KakaoStyle discovered that specific age groups were more receptive to certain CRM messages. They shared these insights with collaborating teams, who tailored their promotions and messages to target these responsive groups.

This data-driven approach allowed relevant teams to incorporate CRM user feedback into their strategies, replacing generic messaging with user-specific content, resulting in stronger connections with their audience.

"Braze Currents has been incredibly helpful for KakaoStyle. Streaming and integrating CRM performance data with our internal user data in real-time has optimized our messaging strategy. Since incorporating Braze Currents into our CRM campaign, our app traffic has jumped by 35%. Also, with a complete set of integrated user data, aligning our CRM strategies with our business objectives is easier, which has led to consistent positive outcomes."
—Dong Kwun Ha, Ji Yoon Lim, Jeong Dae Lee, CRM Marketing Team, KakaoStyle

KakaoStyle's Success: 35% boost in monthly app traffic

KakaoStyle improved the effectiveness of its CRM strategy with Braze Currents. The team gained valuable insights into customer behavior by integrating real-time campaign data with internal user data. This data-driven strategy helped KakaoStyle optimize its messaging and enhance brand impact, resulting in a 35% increase in monthly app traffic. KakaoStyle's success underscores the value of advanced data streaming and analytics in elevating customer experiences and driving growth in the competitive eCommerce sector.

Key Takeaways

• Data integration boosts precision: KakaoStyle merged CRM data with internal insights, enhancing user engagement and business outcomes.
• Real-time insights enable agility: Using Braze Currents, KakaoStyle accessed real-time campaign data for swift CRM strategy optimization.
• KPI alignment drives success: Aligning CRM metrics based on comprehensive CRM data with business KPIs streamlined cross-team collaboration and unified success strategies.

KakaoStyle is a customer of AB180, the official Braze reseller in South Korea.

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