Commerce Maturity Model
The LYONSCG Commerce Authority Score is designed to help businesses assess the health of their commerce strategy, and uncover opportunities to improve it. The assessment is conducted through a survey covering four areas:
- Business Strategy
- Customer Journey
- Digital Marketing
Your assigned consultant will review your Commerce Authority score with you, highlighting the items that could inform your businesses road map, and the action items that accompany those areas of opportunity.
1. Our company has a customer data repositoryYou Scored 1/2
Capturing data and feeding the date to a single repository is good. Being able to manipulate the data and create segments to push back out via optimal marketing channels is best.
2. Our organizational structure prioritizes the overall customer experience through all business channelsYou Scored 2/2
You are ahead of most brands. This is considered best-in-class.
3. We have a yearly budgeting processYou 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 areYou Scored 2/3
You have done a great job of targeting your primary customers. There are always opportunities to look at other types of customers who are outliers within your audience and to understand how to serve them through marketing and messaging.
5. We have a strong understanding of our competitors and the competitive landscapeYou Scored 0/2
Understanding who your competitors are, and having the ability to benchmark your metrics against these individual competitors and your industry as a whole is critical to prioritizing new functionality, implementing improvements, and measuring success.
6. We offer standard pricing and promotions across stores and channelsYou Scored 2/5
You've taken a solid first step. Can you elaborate on the factors preventing omnichannel offer redemption? Technology issues? Franchisee issues?
7. We provide customers with full visibility into both online and in-store inventoryYou Scored 1/4
Customers expect your site to provide access to the same product and availability information that your store associates have. Explore omnichannel Order Management Systems that provide robust "Available To Promise" functionality that can be integrated into your product detail pages.
8. We fulfill online Ship From Store ordersYou Scored 0/4
For most multi-channel retailers, there are tremendous opportunities to increase conversion rates, shorten transit times, and drive improved financial performance by leveraging your retail stores as regional fulfillment locations. Furthermore, this can be a lower-risk starting point for store-based fulfillment in order to assess your stores' ability to execute BOPIS strategies. LYONSCG can help with technology assessment, integration, and business process consulting.
9. Our customers can return online purchases to a retail storeYou Scored 1/5
What are the major obstacles keeping you from processing these returns? Consider quick-win solutions that don't require cross-channel integration to facilitate returns in the short-term. At the very least, processing these returns with a refund via in-store credit should be implemented.
10. We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppersYou 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 solutionsYou Scored 2/4
Excellent! Focus on tracking and reporting this program, and align incentives for store associates to drive them to offer this option to your customers
12. Our customer experience is optimized for mobile usersYou Scored 1/4
Responsive sites provide basic mobile presentation benefits, however, optimizing your mobile experience is critical for gaining a competitive advantage. Can you elaborate on your mobile strategy?
13. We segment our loyalty program customers based upon tier of engagementYou Scored 0/2
If you do not have a rewards program, or if it is in development, you can still target "loyal" customers. If you have a CRM or a system that functions as a CRM, segment your highest, most frequent purchasers and treat them as your loyalty segment- offering rewards through email. If you do not have CRM data, begin by segmenting your most engaged openers - these can be customers you start priming for Loyalty through messaging and exclusive offers.
14. We email to defined segmentsYou 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 systemsYou Scored 1/2
You have a view of your customer consolidated in your ESP, and likely have a good foundation of attributes to segment upon. As a next step, you should focus on behavioral or predictive data to round out your customer profiles. There are a large number of vendors that specialize in building out customer data profiles. If you leverage SFMC, collect tags should be implemented to gather on-site behavioral data.
16. We have an active paid media programYou Scored 2/2
Once a media program is established, the next step is constant optimization and mining for additional opportunities - both for increasing efficiency and for next stage growth.
17. Our analytics program is integrated completely with our customer and marketing dataYou 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 compliantYou 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 functionalityYou Scored 1/2
To improve the user experience, you may want to institute some A/B testing to qualify your statements that the user experience is positive, and analyze your data to verify how users are reacting to the user experience.
What are the most critical customer experience challenges your business requires assistance for?