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 3/3

  You are ahead of most retailers. All of this information should be utilized tin segmentation and marketing strategies and implemented throughout your customer databases.

• 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 4/5

  Excellent. You're delivering a unified commerce experience to your customers!

• 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 3/4

  Great. Continue to measure and refine the program. Leverage analytics to gain deeper insight, and continually optimize against store's business objectives.

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

  You Scored 4/5

  Awesome! You've unified your customer experience around returns and exchanges!

• 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 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 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 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 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 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 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?

  Hotel,villa