Beyond the Send: Inside Adairs and TerryWhite Chemmart's Shift to Intelligent Engagement

Across Australia and New Zealand, retailers are discovering that yesterday's batch-and-blast campaigns are no match for today's customers. The brands pulling ahead are those replacing generic sends with intelligent, real-time engagement that reflects who their customers are, what they care about, and where they are in the journey.

Produced in partnership with Inside Retail, this guide unpacks the transformation journeys of homeware retailer Adairs and health hub TerryWhite Chemmart, two leading ANZ retailers that moved from rigid campaign calendars to responsive, cross-channel engagement powered by Braze.

Dive in to discover:

• How both retailers broke free from legacy tech stacks and fragmented data to unlock real-time segmentation and personalisation at scale
• The technology, team shifts, and test-and-learn frameworks driving smarter retail marketing across ANZ
• Why personalisation is not a feature but an organisational shift, and what it takes to build a system that recognises context, triggers the right message at the right moment, and improves over time