OpenStreet Adopts Braze to Turn HELLO CYCLING Riders into Regulars
OpenStreet is betting that lifecycle messaging keyed to ride count, run by marketers rather than engineers, will convert HELLO CYCLING's 5.89 million members into habitual riders.
Reporting from 1 source: ASCII.jp.
OpenStreet, the operator of the bike-sharing service HELLO CYCLING, has adopted Braze's customer engagement platform to improve user retention. The service runs 14,900 stations and counts more than 5.89 million members nationwide. OpenStreet chose Braze for its no-code campaign building, scenario design keyed to ride count, and cross-channel delivery across email, LINE, and push notifications. The company will roll out staged communication from first-ride reassurance to perks for frequent users.
HELLO CYCLING's problem is not reach. The service runs 14,900 stations and counts more than 5.89 million members, and the stated challenge is turning that usage into habitual repeat rides. OpenStreet compared several tools before settling on Braze, and the deciding factors were operational: a no-code interface that lets marketers build campaigns without in-house development, conditional flows that branch on whether a rider is on their first, second, or third ride, and delivery across email, LINE, and push.
The rollout is staged, starting with reassurance for first-time riders and moving toward special treatment for loyal users. OpenStreet also plans to work with regional partners and municipalities on a sustainable mobility environment.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.