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 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 3/5

  Great! Best-of-breed digital commerce platforms will support the integration of externally-generated coupon codes, including one-time use codes. This is increasingly a base consumer expectation. Integrating your eCommerce and POS platforms can help bridge this gap.

• 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 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 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 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 0/2

  Understanding what platform version you are currently utilizing, and comparing its feature set against the latest version of the platform, may spark some interest in new features or an upgrade. This analysis can also help your site generate more revenue by taking advantage of the latest and new features.

• Challenges

• What are the most critical customer experience challenges your business requires assistance for?

  We're trying to solve for the subscription business from an acquisition and retention standpoint as well as reconfiguring the offer to have more perceived value