Commerce Maturity Model

Survey Results

• Business Strategy

• 1. Our company has a customer data repository

  You Scored 2/2

  You are ahead of most brands. This is considered best-in-class.

• 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 2/2

  You are ahead of most brands. This is considered best-in-class.

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

  You 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 landscape

  You 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.

• Customer Journey

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

  You Scored 3/5

  Great! Best-of-breed digital commerce platforms will support the integration of externally-generated coupon codes, including one-time use codes. This is increasingly a base consumer expectation. Integrating your eCommerce and POS platforms can help bridge this gap.

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

  You Scored 4/4

  As an online-only business, you can disregard this question.

• 8. We fulfill online Ship From Store orders

  You Scored 2/4

  What are the factors contributing to this limitation? Have technology limitations or channel-specific P&L issues led to this approach? If your average lines-per-order is high, this is likely negatively impacting your customer experience and your profitability. Determine the right customer-centric strategy for Ship-From-Store and adjust systems and internal organizational issues accordingly. LYONSCG can help.

• 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 3/5

  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 solutions

  You Scored 3/4

  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 users

  You Scored 4/4

  When was this strategy implemented and how often do you revisit or revise it?

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

  You Scored 2/2

  This is considered best-in-class. You are targeting loyalty customers based on not only spending but a customer's engagement with your brand. To continue to move the needle, you will need to focus on fine-tuning your program. This means prioritizing testing within messaging and offers. A testing plan should be built out internally, or you can leverage a vendor to build a blueprint on your behalf.

• Digital Marketing

• 14. We email to defined segments

  You Scored 2/2

  already have site behavior and past purchase data you actively segment upon, then your next step is to identify any remaining gaps in your email data profiles. For instance, are there any brand-specific engagements (such as customization or wishlist engagement) that would be beneficial to target? Beyond rounding out your data profile for segmentation, you are now in the "test and learn" phase. Make sure you have a strong testing plan in place to validate your current segmentation and confirm assumptions.

• 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 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.

• Technology

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

  You Scored 2/2

  There are immediate optimization opportunities after completing your attribution infrastructure that may have been missed. Subsequent insights can be uncovered by testing changes in marketing tactics and observing the results on your attribution models. Ensure that any new marketing tactic is included as an input within your model.

• 18. Our site is ADA compliant

  You Scored 2/2

  You are ahead of most brands. This is considered best-in-class.

• 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?

  TEST