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 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 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 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 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 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?

  data integration