Commerce Maturity Model

Survey Results

• Business Strategy

• 1. Our company has a customer data repository

  You 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 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 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.

• 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 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 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 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 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 1/4

  Great. 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 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 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 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 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 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.

• Challenges

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

  No challeneges