TheirSeat · Audit report
Sample fashion retailer Illustrative
8 / 20
House Lights On
Something is designed, but most of the journey is not personal yet.
Your team's self-score: 13 / 20. The biggest gap is loyalty: scored 3 by the team, 1 on evidence.
The promise
3/4
Relevant
The ad knew what she looked at. The page mostly kept the promise.
Evidence Viewed a linen shirt twice in the app. Next day, a paid social ad showed the same shirt, and the link opened on it. The size guide on that page ignored the size already in the basket. Obs. 02, 03, 05
Content Product data reaches ads and pages. Basket data does not reach the size guide.
Onboarding
1/4
Generic
Start here
Everyone gets the same welcome, whatever they bought.
Evidence First order: one linen shirt, size M. Days 1–10: four emails. Order confirmation, shipping notice, a welcome with 10% off, and "New in: dresses". None mentioned the shirt, the size, or care and fit. Obs. 07–11
Data capture The welcome series starts at account creation, before first-order details reach the journey tool.
The experience
1/4
Generic
Each channel met her as a stranger to the others.
Evidence Asked chat about a late delivery while logged in. The agent asked for the order number and email already in the account. Two hours later, the app and an email both promoted dresses. Obs. 14, 15, 17
Identity The support tool is not joined to the same customer ID as the app and email.
Re-engagement
2/4
Aware
The win-back arrives on a schedule, not on behaviour.
Evidence From the message sample: a customer with no order for 60 days got "We miss you, 15% off". Her profile showed two visits to linen trousers in the week before. Comms 06
Audience logic The trigger is days since last order. Browse data is not used.
Loyalty
1/4
Generic
A customer on her twentieth order sees what a first-timer sees.
Evidence Compared last month's messages to a top-tier customer and a new one. Same content, same order, same offer. The only difference was a points balance line. Comms 09, 12
Audience logic Tenure and value are not available as attributes in the journey tool. Loyalty lives only in the points platform.
The one thing
Fix onboarding first. It is where the stack first learns what each customer came for, and three stages depend on it. Start the welcome series on the first confirmed order, not on account creation. Pass category and size into the journey tool. Replace the generic 10% email with one about what she bought: care, fit, and what goes with it.
Who CRM team, with one data engineer for the trigger change
Size Configuration and content. No new tool.
Measure Second-order rate within 60 days for new customers, against a control group, or the previous cohort when a control group isn't possible