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 2/5

  You've taken a solid first step. Can you elaborate on the factors preventing omnichannel offer redemption? Technology issues? Franchisee issues?

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

  You Scored 0/4

  Supply chain visibility is core to delivering a seamless customer experience. Where is your inventory data located, and how can you bring this online? Luckily, you may not have to replace your ERP and/or POS systems to solve this. Consider integrating your existing silos of inventory data to a cloud-based OMS with robust "Available To Promise" functionality.

• 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 3/5

  Great! Your next step should be integrating your POS with your eCommerce platform to allow in-store exchanges.

• 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 0/4

  Explore extending your commerce platform into the retail store. Many modern commerce platforms support associate-facing "Save-the-Sale" applications - from simple "Order On Behalf Of" functionality within the commerce site to more complex mPOS apps.

• 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 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 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 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 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?

  Branding