Barneys Japan Introduces 'Braze' as Customer Engagement Platform

Braze Inc. (Headquarters: Minato-ku, Tokyo; hereinafter 'Braze'), a leader in customer engagement platforms, announces that Barneys Japan Inc. (hereinafter 'Barneys Japan') has adopted 'Braze' to enhance customer experience and advance its multi-channel strategy.

Background: Realizing 'Communication' as a Luxury Brand

Barneys Japan previously focused on email-based customer communication but faced challenges in integrating various purchase data and personalizing communications according to individual customer preferences. Additionally, many campaign designs required engineering knowledge, creating an urgent need for a platform that marketers could execute independently.

Adhering to a customer-first philosophy, the company delivers carefully selected fashion and lifestyle items from around the world as 'experiences' that enrich customers' hearts, complemented by high-quality spaces and playful hospitality. As a specialty store pursuing curated selections and services, the company had a strong desire to 'consistently provide the high-quality in-store experience digitally,' leading to the search for a new marketing platform capable of delivering data-driven, exceptional experiences.

Reasons for Choosing Braze: Simplifying the 'Obvious' and Enabling Data-Driven Initiatives

In addition to Braze's extensive track record and high reputation in the apparel industry, the following factors were decisive in its selection:

1. Promoting a Multi-Channel Strategy Seamlessly Connecting Stores and EC: To advance a multi-channel strategy valuing both 'in-store experience' and 'EC convenience (e.g., size confirmation),' Braze's flexible integration with data platforms (such as Databricks) was highly valued. This enables an environment for executing advanced, customer-data-driven initiatives.

2. Intuitive Usability Simplifying 'Routine Tasks': The intuitive UI, allowing marketers to easily execute initiatives without advanced specialized knowledge, was highly praised. The goal is to design short-term and medium-to-long-term plans centered on 'customer communication.'

3. Hands-on Support Ensuring Operational Adoption and Business Success: The availability of weekly hands-on support (support system) to quickly embed the new platform within the organization was a key factor. This collaborative support aims to ensure reliable operations and achieve results.

Future Outlook: Operational Adoption and Future Enhancement of Customer Experience with AI

Barneys Japan will first establish the new operational framework using Braze within the organization, promoting the construction of a consistent customer communication platform integrating stores and EC. In the future, the company plans to leverage AI technology, a key feature of Braze, to advance personalization, standardize operational standards, and provide even richer customer experiences unique to Barneys Japan.

About Barneys Japan

Barneys Japan operates the world-renowned specialty store 'Barneys New York' in Japan. Barneys New York was founded in 1923 by Barney Pressman at 7th Avenue and 17th Street in Manhattan. Currently in Japan, it operates a total of 9 stores, including the Ginza flagship store, Roppongi, Yokohama, Kobe, and Fukuoka stores, as well as outlets, and an online store. It offers a wide range of categories including men's and women's apparel, accessories, shoes, tableware, and skincare, featuring original brands and designer brands from Europe, the US, and Japan. Displays, customer service, and communication are integrated to provide customers with a space for new discoveries and enjoyable shopping.
Official website: https://www.barneys.co.jp
Official Instagram: @barneysjapan (https://www.instagram.com/barneysjapan)

About Braze

Braze is a customer engagement platform that enables brands to 'Be Absolutely Engaging™'. It delivers value to both customers and companies through exceptional experiences that meet consumer expectations.

'BrazeAI™' is an advanced intelligence feature that allows AI models and functions to be flexibly integrated into all customer touchpoints within the Braze platform. This enables marketers to achieve more sophisticated and rapid customer engagement without struggling with complex settings. It facilitates optimal message delivery across multiple channels, the design and execution of entire customer journeys based on behavior, and autonomous AI optimization that automatically determines and executes the best action for each individual customer. Braze elevates 'mere notifications' into impactful 'one-to-one conversations,' providing next-generation personalized experiences that go beyond marketing automation (MA).

Since establishing its Japan office in 2020, Braze has continued to grow, serving over 130 customers as of the beginning of 2026. In 2026, it also opened a domestic data center in Japan, further strengthening its support capabilities for customers, including financial institutions with high security requirements.

Braze has been repeatedly recognized by industry analysts as a leader in marketing technology and was selected for the 2025 G2 'Best of Marketing and Digital Advertising Software Product'. It has also received awards from Fortune and Newsweek as a great place to work. In addition to its New York headquarters, Braze has 15 offices across the Americas, Europe, and the Asia-Pacific region. For more details, please visit https://www.braze.com/ja.