Commerce Maturity Model

Survey Results

• Business Strategy

• 1. Our company has a customer data repository

  You Scored 0/2

  It is important to understand how your customer likes to shop and where they like to spend their money. Multiple databases can be a hindrance to understanding customers habits and likely you are duplicating efforts in marketing. It would behoove the brand to move to a single customer repository.

• 2. Our organizational structure prioritizes the overall customer experience through all business channels

  You Scored 1/2

  This is how most multi-channel retailers are organized. We see many retailers combining their marketing and merchandising teams for more cohesiveness within the marketing calendar and to bring optimal decision around assortment and inventory.

• 3. We have a yearly budgeting process

  You Scored 1/2

  An annual budget is great, but most brands and retailers need to implement budget changes throughout the year. Business can change both positively and negatively, and these changes should be forecast at the mid-point of your year.

• 4. We have a strong understanding of who our customers are

  You Scored 1/3

  Both psychographic and demographic knowledge is important. Utilizing this information to segment throughout databases and marketing tactics is a great next step towards success.

• 5. We have a strong understanding of our competitors and the competitive landscape

  You Scored 2/2

  You are ahead of most retailers. This awareness and research should result in annual or bi-annual roadmapping exercises to keep you in front of your competition and aligned with consumer expectations.

• Customer Journey

• 6. We offer standard pricing and promotions across stores and channels

  You Scored 1/5

  nifying pricing across all touchpoints is an essential component of delivering a consistent brand experience. Can you elaborate on the factors contributing to this discrepancy?

• 7. We provide customers with full visibility into both online and in-store inventory

  You Scored 0/4

  Supply chain visibility is core to delivering a seamless customer experience. Where is your inventory data located, and how can you bring this online? Luckily, you may not have to replace your ERP and/or POS systems to solve this. Consider integrating your existing silos of inventory data to a cloud-based OMS with robust "Available To Promise" functionality.

• 8. We fulfill online Ship From Store orders

  You Scored 1/4

  A robust order routing/orchestration engine is a must-have in order to achieve Ship-From-Store success. A best-of-breed Distributed Order Management System (DOM) will enable you to optimize order fulfillment across multiple variables - cost, speed, relieving distressed stock, minimizing split shipments, etc.

• 9. Our customers can return online purchases to a retail store

  You Scored 2/5

  Cross-channel customer service is a differentiator for retailers. Giving your store associates the appropriate tools to not only see online transactions, but process refunds/returns with the original payment tender used online is a great step in the right direction. POS integration is not always necessary, but to take the next step, you'll need to consider extending your eCommerce platform's customer service tools into the in-store environment.

• 10. We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppers

  You Scored 1/5

  Executing same-day Store Pickup is difficult. Many mid-market retailers struggle to solve the organizational and technological problems that arise with time-sensitive cross-channel fulfillment. A robust Order Management System that supports store-based fulfillment is a must-have, but organizational alignment is key. LYONSCG can help.

• 11. We leverage Endless Aisle / mobile Point-of-Sale solutions

  You Scored 0/4

  Explore extending your commerce platform into the retail store. Many modern commerce platforms support associate-facing "Save-the-Sale" applications - from simple "Order On Behalf Of" functionality within the commerce site to more complex mPOS apps.

• 12. Our customer experience is optimized for mobile users

  You Scored 3/4

  How have these enhanced features been performing relative to your expectations? Have you seen increases in conversion since implementing these changes?

• 13. We segment our loyalty program customers based upon tier of engagement

  You Scored 1/2

  Having loyalty tiers based on customer spend is a standard practice. Many best-in-class retailers structure programs this way - e.g Nordstrom. However, by just looking at spend you may not be nurturing loyal customers at initial lower thresholds that could evolve with you over time. Consider adding points mechanisms for Reviews, user-generated content, and brand advocacy. This content can be extremely valuable in driving traffic to the site.

• Digital Marketing

• 14. We email to defined segments

  You Scored 1/2

  Behavior or engagement-based segmentation provides you with a strong foundation. Congratulations on moving beyond blanked blasting your list. Your next step for segmentation is to really focus on building a more robust data profile for your subscribers - particularly taking into consideration past purchase behavior and on-site engagement (e.g. the last category browsed). This will enable the brand to configure a broader scope of targeted trigger campaigns, which are typically top converters.

• 15. Our email platform is integrated into multiple systems

  You Scored 2/2

  You have a best-in-class view of your customer. If you have reviewed all data attributes and there are no gaps (e.g. unified view across store and web), then the next step is to make sure you have a solid plan to use your data. This includes triggered sends, segmentation, and content relevancy.

• 16. We have an active paid media program

  You Scored 1/2

  A robust media program is vital for brands looking to acquire new customers and retain existing customers. Paid channels should be driving significant percentages of traffic and revenue. If they are not, prioritize areas for potential expansion, and track results to determine what to do next.

• Technology

• 17. Our analytics program is integrated completely with our customer and marketing data

  You Scored 1/2

  Transitioning from a moderate to mature understanding of attribution across marketing, device, and offline behavior can be difficult. Depending on your business, this could require an attribution platform or specific attribution study. Before exploring these initiatives, determine how attribution insights will shape your business. This ensures that the attribution technology is worth the cost, delivering value and helping to shape the requirements of your analysis approach.

• 18. Our site is ADA compliant

  You Scored 1/2

  ADA compliance can consist of a vast universe of compliance measures. Ensuring that the identified remediations are in alignment with ADA standards that pertain to you to avoid fines is a must.

• 19. We are utilizing the latest version of our eCommerce platform and its associated functionality

  You Scored 2/2

  You are ahead of most brands. This is considered best-in-class. You may want to gain more insight into the platform roadmap so you have an idea of what rich features will be further added to the platform over time to help drive your business further.

• Challenges

• What are the most critical customer experience challenges your business requires assistance for?

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