South Africa, April 21 -- The thinking behind it is simple: the closer a brand gets to its customers, the better it can serve them.

Every interaction on the platform feeds a first-party data engine that builds a richer picture of behaviour over time, enabling communication that is relevant, timely, and earned rather than broadcast.

"I believe that if we truly understand our customers, we can serve them better in every single interaction," says Jonathan Muir, chief marketing officer at Ocean Basket.

"This platform is how we get closer to the people who choose us. Not through assumptions or campaign calendars, but through what they actually do, what they love, and what brings them back."

The platform launches with three products working...