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 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 0/2

  Understanding who your competitors are, and having the ability to benchmark your metrics against these individual competitors and your industry as a whole is critical to prioritizing new functionality, implementing improvements, and measuring success.

• 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 2/4

  This is a solid foundation from which to build additional inventory capabilities. Leverage the site's access to enterprise-wide inventory data to allow shoppers to shop by their preferred store (e.g. filter browse/search pages for products available at their store), and to enable store pickup as a delivery option.

• 8. We fulfill online Ship From Store orders

  You Scored 2/4

  What are the factors contributing to this limitation? Have technology limitations or channel-specific P&L issues led to this approach? If your average lines-per-order is high, this is likely negatively impacting your customer experience and your profitability. Determine the right customer-centric strategy for Ship-From-Store and adjust systems and internal organizational issues accordingly. LYONSCG can help.

• 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 2/5

  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 3/4

  Excellent! 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 3/4

  How have these enhanced features been performing relative to your expectations? Have you seen increases in conversion since implementing these changes?

• 13. We segment our loyalty program customers based upon tier of engagement

  You Scored 2/2

  This is considered best-in-class. You are targeting loyalty customers based on not only spending but a customer's engagement with your brand. To continue to move the needle, you will need to focus on fine-tuning your program. This means prioritizing testing within messaging and offers. A testing plan should be built out internally, or you can leverage a vendor to build a blueprint on your behalf.

• 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 2/2

  Once a media program is established, the next step is constant optimization and mining for additional opportunities - both for increasing efficiency and for next stage growth.

• 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 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?

  demand generation.