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 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 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 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 landscapeYou Scored 1/2
Your Digital Marketing team and/or agency could take this a step further and create a bi-yearly rubric of your competitors features, functions, and value propositions. This will give you a clear understanding of where you outperform and underperform relative to your industry, and where you have opportunities within your sales channels.
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 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 storeYou Scored 3/5
Great! Your next step should be integrating your POS with your eCommerce platform to allow in-store exchanges.
10. We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppersYou Scored 2/5
Continue to measure and refine this program. Establish SLAs for store fulfillment. Use text messaging to notify customers when their orders are ready to be picked up. This will drive additional in-store purchases. Also, allowing the customer to designate another individual to pick up their order on their behalf is a great way to boost loyalty.
11. We leverage Endless Aisle / mobile Point-of-Sale solutionsYou 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 usersYou Scored 2/4
Have you designed for specific mobile journeys? Can you elaborate on your mobile strategy?
13. We segment our loyalty program customers based upon tier of engagementYou 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.
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 0/2
This is a solid foundation, however, you are likely missing out on valuable customer information. Your next step should be building out a customer data profile within your ESP. Speak to your technology partner to discuss next steps for integrating your CRM, or if you do not have a CRM, alternative customer data sources, into your email platform.
16. We have an active paid media programYou 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.
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?
Consistent customer experience across service and in-store