Everlane Runs Online and Retail Customer Feedback as One Program
Everlane Brand Overview
Luxury should be as effortless as it is conscious. That is the belief driving Everlane today. By combining timeless design, premium materials, and responsible sourcing, the brand continues to challenge the status quo by creating modern essentials customers can feel good about wearing.
As Everlane continues to grow, so does the complexity of understanding the customer journey across every touchpoint. Customers now engage with the brand across several digital channels and 11 retail stores in major U.S. markets, including New York, Los Angeles, Austin, and Washington, D.C. Understanding how customers actually feel after every order, every support interaction, and every store visit is not a nice-to-have. It is essential to delivering on the brand promise.
In spring 2026, Everlane's CX team launched a structured customer feedback program on Retently to do exactly that.
Everlane's CX Challenges
Everlane had always collected customer feedback, but the challenge was not a lack of data. It was turning that data into a clear, actionable story. Feedback lived across different sources and formats, leaving the CX team to manually analyze individual comments, identify trends, and connect the dots across the customer journey.
Fragmented signals. Feedback existed across channels, but there was not a unified view that allowed the team and cross-functional partners to easily understand the full customer experience.- Manual insight generation. The team could identify themes through raw feedback, but surfacing trends and translating them into clear insights required significant manual effort.
- Limited path from feedback to action. Sentiment scores showed when something changed, but the team needed more context to understand why and where to focus next.
The Solution
Everlane launched Retently across both sides of the business at once, with online orders and retail purchases running as separate survey programs.
Splitting the channels was a deliberate design choice. Because the journeys differ, separate surveys let the team isolate friction points specific to each experience and create clearer ownership of the insights.
Every response flows into a centralized CX workflow and is surfaced in real time. Detractor and Passive responses are prioritized, and depending on severity or theme, the team resolves directly, escalates to the right owner, or logs a structured insight that feeds broader operational improvements. Individual responses and trend-level sentiment are tracked side by side, so nothing gets lost at the signal level.
- Shopify order tags split ecommerce and retail purchases into separate campaigns
- Responses flow into the team's CX platform for real-time triage
- Slack alerts surface new responses, with BI reporting downstream
Results With Retently
Within its first season, the program moved Everlane from fragmented signals to a single, layered view of the customer experience, giving teams faster access to the insights needed to prioritize improvements across digital and retail.
Channel comparison became a prioritization engine. Retail feedback, the team learned, is shaped most by in-person service interactions and product assortment, while online feedback is shaped by shipping, fulfillment, and the post-purchase experience. Seeing where the two diverge lets Everlane prioritize improvements surgically instead of guessing which channel a problem belongs to.
- Lost shipments, redesigned. Feedback surfaced inconsistent expectations, long resolution timelines, and friction from third-party handoffs. That insight is now directly shaping a redesign of the end-to-end lost-shipment workflow and policy, focused on reducing customer effort and improving speed, clarity, and ownership across CX, carrier, and package-protection partners.
- Store-level assortment planning. Retail feedback surfaced recurring inventory and in-store availability gaps, informing how the team thinks about store-level assortment, especially where customers expect what they see online to be on the shelf.
- Beyond those, customer feedback has influenced changes across the site experience, product development, CX operations, and retail execution.
For a brand built around conscious choices and doing the right thing, the feedback program closes the loop between listening and action. Customer perspectives become actionable insights, allowing Everlane to continue to improve the experiences that matter most.
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