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 2/2

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

• 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 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 5/5

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

• 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 4/4

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

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

  You Scored 5/5

  As an online business, you can disregard this question.

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

  You Scored 5/5

  As an online business, you can disregard this question.

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

  You Scored 4/4

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

• 12. Our customer experience is optimized for mobile users

  You Scored 0/4

  Shoppers are increasingly interacting with brands through mobile devices: for most brands, mobile usage has surpassed desktop. What is holding you back from launching a mobile experience?

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

  You 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.

• Digital Marketing

• 14. We email to defined segments

  You Scored 0/2

  Emailing to your entire list, without segmentation, can lead to a decrease in email engagement KPIs, and most importantly, issues with inbox placement. If you have been blanket blasting your list for a while, your first step is to do an audit of your deliverability. Are you making it into the inbox? If you are, what % of your emails are ending up in the spam folder? Once you know how your total program is affected by your history of blanket blasting your list, you need to develop a testing plan for moving towards segmentation. To start testing, most retailers begin with RFM (Recency, Frequency, Monetary) for splitting their list. Your highest tier from this modeling should get your daily sends, and less engaged subscribers only get your best offers. Test and compare.

• 15. Our email platform is integrated into multiple systems

  You 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 program

  You Scored 0/2

  What are the major hurdles that have kept you from investing? Acknowledge these challenges, assess where the greatest opportunity lies for your brand, and begin investing in that channel. Brand Search, Shopping, and Display Remarketing are low-risk, high-ROI starting places.

• Technology

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

  You Scored 0/2

  There are some easy things your company can do to enhance customer tracking. Have both a developer and web analyst who are familiar with your site look at your attribution reporting (across three dimensions: marketing, device, and offline behavior). The analyst can then build a plan for leveraging pertinent data, and the developer can provide ways to make that data easier to track.

• 18. Our site is ADA compliant

  You Scored 0/2

  You need to have an audit performed at once by an accredited ADA consultant to assist you in achieving your compliance goals.

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

  You Scored 0/2

  Understanding what platform version you are currently utilizing, and comparing its feature set against the latest version of the platform, may spark some interest in new features or an upgrade. This analysis can also help your site generate more revenue by taking advantage of the latest and new features.

• Challenges

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

  Customer Experience Optimization