Journey 5 · Never-transacted: first win

The decisioning matrix

Journey 5 · Activate

The never-transacted journey

The journey stops broadcasting at the calendar and starts reading state: one welcome that leads with the risk-reversal, education moved to the screen where buy-vs-bid is actually decided, permission asked at peak-trust moments instead of cold, a capped seasonal wave for the dormant pool, and a first win that is finally celebrated as one.

This journey’s strategy

Prospects do not doubt the value, they doubt it is true. Prove it, make the first try risk free, and time every nudge to what they do, not the calendar.

Four moments we own: the welcome, the buy-or-bid decision, the permission ask, and the first win.
Lead with the risk reversal (nothing to pay if you don't win), teach on the screen where buying against bidding is decided, and ask permission at moments of proven value, never cold.
A £5 first-upgrade credit runs as a test against a value-message control; target 23% new-to-first-transaction.

The CRM brief: every comms change, today beside proposed

▶ Watch the customer experienceOpen full screen

The film of this journey as the customer receives it: every segment, path and channel state, with the change and the evidence at each moment. The static walkthrough below carries every change in full beside its evidence.

The static walkthrough

The same journey with every moment on screen at once: each change, its evidence and its full logic, moment by moment below.

Three live defects sit under this journey: the practice prompt persists after a bid, content-card impressions register zero, and the partner welcome’s deep link is broken. The detail, with the fixes: the Engineering brief.

ValidatedAnalytics validation requiredData / build outstanding

Choose the viewEvery change redraws the walkthrough below: one traveller, one channel state, one ending, one phase.

The D pins: the data the changes need

The pins on the walkthrough above mark the data each change needs, coloured by the sort of ask: COMPUTED TRAIT · ANALYTICS APP AND JOURNEY OWNED NEW EVENT · ENGINEERING BUILDS EXISTS · PIPE TO BRAZE READY · NOTHING TO BRIEF. Tap any pin, anywhere in the pack, for what it is. The full contracts live on the Engineering brief, the computed traits on the Analytics brief.

Pin	The ask	Where it stands
D1	COMPUTED TRAIT · ANALYTICS	Does not exist yet
D2	COMPUTED TRAIT · ANALYTICS	Buildable today
D3	APP AND JOURNEY OWNED	Does not exist yet
D4	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D5	COMPUTED TRAIT · ANALYTICS	Buildable today
D6	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D7	APP AND JOURNEY OWNED	App and journey owned
D8	EXISTS · PIPE TO BRAZE	Exists, pipeline stale

Who walks through this journey

The volumes behind the walk: how many customers take it, split by who they are and what we can reach them on. These numbers prioritise what gets built first.

Who	Push and email	Push only	Email only	No marketing channel	All channels
The never-transacted pool	265,128	538,184	272,370	667,836	1,743,518
The marketable never-transacted pool behind them	TBC	TBC	TBC	TBC	about 850,000 (definition commissioned)
of the pool, genuinely unengaged: never contacted	TBC	TBC	TBC	TBC	803,905 (46.1%)

Whole-base snapshot: every user with no non-refunded purchase of any product. Broader than the 820,000 to 857,800 marketable pool the pack has carried, which counted the seasonally eligible slice; the canonical definition is still to be settled. 803,905 (46.1%) have never received any message since Braze began, which overstates the truly uncontacted because pre-2023 and Campaign Monitor history is not resolvable. Source: Analytics (Ivi), 2 Sep 2026.