Commerce Maturity Model

Survey Results

• Business Strategy

• 1. Our company has a customer data repository

  You Scored 2/2

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

• 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 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 2/3

  You have done a great job of targeting your primary customers. There are always opportunities to look at other types of customers who are outliers within your audience and to understand how to serve them through marketing and messaging.

• 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 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 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 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 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 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 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 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?

  Customer satisfaction