This journey’s strategy. A returning customer should not have to hunt for their own trip or for what to do next. Recognise them on arrival and put the next best action on the home screen before they ask, so more return visits end in an action: the first visible step toward being their personal travel agent. The full statement and the case: the campaign brief tab.
For the CRM team and the Braze developer. The journey as it runs today and as it should run by phase, then the Phase 1 build: one row per send Braze builds, with what starts it, what stops it and what it needs. The words per version are on the Design brief; the full logic per row, and the copy of record, sit on the Decisioning matrix.
Phase 1 ships on Braze and Analytics with no app release; Phase 2 is anything that needs engineering.
| The build | Fires on | Caps, and what stops it | What it needs, and what is open |
|---|---|---|---|
| The recognition card Braze In-App Message Phase 1 | Render-time eligibility, not a send: transacted, state clear, slot free, not in-lead on a bid, not power or VIP. | Frequency-capped and eligibility-rotated; one card in the slot, never two. Stops: Power and VIP organic returners see no recognition card (the minus 11.8 percent precedent); their rail carries utility tiles and the standing card. In-lead bidders: the live auction owns them. | route + from-price traits, live-auction check Phase 1 ships the card without the auction deep link (the CTA opens the app's own route view) and accepts an unmeasured period: the live-auction availability check and the card impression fix are phase-2 engineering, and both are on the asks table. The route and from-price traits carry the copy when they sync; until then the card greets without the price line.
|
| The send that does not fire Phase 1 | App recency (Braze-native last session), read by scheduled sends’ eligibility. | Not applicable. Stops: This row is the suppression. | Nothing new: Braze-native recency. |
Build paused until written sign-off. Every build carries its exit, cap and suppression; a control group is verified real, never assumed; Liquid never renders raw; a dependency that does not exist yet is flagged, not faked.
| The treatment | Who it reaches | Why it waits |
|---|---|---|
| State resolves on arrival Native Screen Or Modal, Braze In-App Message | Every returning transactor, at render | Phase 2: it needs a new event, feed or surface before Braze can build it. |
| The next-best-action tile rail Native Screen Or Modal | Returning transactors, below the card | Waits on an app release. |