Commerce Maturity Model

Survey Results

• Business Strategy

• 1. 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.

• 2. 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.

• 3. We have a cohesive strategy around customer messaging across business channels

  You Scored 2/3

  You are doing a good job of understanding your customer segments and driving cohesive branding throughout your customer messaging. To move forward, test messaging strategies that touch customers across multiple channels, and develop a good understanding of which customer segments are receiving multiple messages during which days of the week.

• 4. We have a strategic roadmap

  You Scored 2/3

  A single company roadmap is great, but try to keep it more up to date. Consider moving to a bi-annual roadmap that is updated based on changes to the business and consumer expectations.

• 5. Our organization makes data-driven decisions

  You Scored 1/2

  Are there are any hurdles (depth, accuracy, etc.) that are keeping you from using this data more frequently? Address these concerns first. Then review the business questions that your brand faces most often, and map them to metrics that could help inform on their behavior (e.g. you want to assess the impact of merchandising elements - so items per order and overall revenue per sessions exposed to those merchandising elements would be helpful). Since your organization sometimes looks at this data, you'll likely need to leverage segments or tests to uncover new insights. These deeper findings are often the most impactful.

• 6. We have a yearly budgeting process

  You Scored 2/2

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

• 7. We budget marketing expenses as a percentage of overall revenue

  You Scored 3/3

  You are ahead of most brands. This is considered best-in-class. An additional rec of making sure you put aside 10% for testing in all budgets so you can learn from new marketing programs and or point solutions.

• 8. 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.

• 9. We have 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.

• 10. We create a bottom-up inventory forecast for each business channel

  You Scored 2/3

  This is how most multi-channel retailers create inventory plans. It is important to add testing and merchandising initiatives into those plans to grow out the assortment and or reduce assortment if sell-through is low.

• Customer Journey

• 11. We tailor our content to various audiences and segments

  You Scored 0/4

  Why? Current platform limitations? Or some other reason? Do you have defined consumer personas, or web analytics data that would allow for a richer content strategy?

• 12. We apply consumer research and usability testing to optimize navigation

  You Scored 1/4

  Great, how recently was this conducted? Also, how often do you add or remove L1, L2 or L3 navigation categories? Have you tested your navigation for distinct consumer types and journeys?

• 13. We apply consumer research and usability testing to optimize key pages

  You Scored 0/4

  Even small, periodic research projects can provide significant insights and opportunities. What is keeping you from performing research? Can you elaborate on your position about consumer research so we can recommend a few ideas?

• 14. We present enhanced content and creative experiences

  You Scored 1/4

  Is this content searchable on your site? How often is this content updated? Do you have an editorial calendar in place or is content just added as it becomes available?

• 15. We leverage dynamic content

  You Scored 0/2

  Dynamic content (showing multiple image variations based upon data attributes) or predictive content is a great way to boost your email campaigns. If you're just starting out with selecting and leveraging a dynamic content vendor - take a "Crawl, Walk, Run" approach. Start with something small, such as dynamically populated product recommendations, in monthly email campaigns. As you begin to adopt and measure performance, you can integrate these capabilities into main body content of your email, and factor in dynamic variables like weather, location, and profile attributes.

• 16. We use loyalty segments to target content both on-site as well as through multiple marketing programs

  You Scored 0/2

  While loyalty programs have proven value and should be kept on the roadmap, you can move forward with content personalization. One way to do this without a CRM or loyalty program would be to leverage a behavioral vendor to personalize your customers' site experiences. Several eCommerce platforms have the ability to switch out content based on customer attributes or manual customer groups. If you are using or considering using SFCC, you can use active data tied to campaigns to personalize content slots on site.

• 17. We segment our loyalty customers based upon tiers 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.

• 18. We create and manage content such as product descriptions, blog posts, category descriptions, or ‘how to’ articles

  You Scored 1/2

  A content gap analysis can be a smart way to identify opportunities for adding highly relevant content on-site and capture additional relevant traffic in phases of the customer journey that are less established. A search presence audit can give you a high-level understanding of how content performs against competitors and search trends, and how enhancements to SEO elements on-page have impacted page performance. Good content comes from smart planning: creating an actionable plan for consistent content creation will allow you to capitalize on these opportunities. This means that you should regularly monitor page performance after publishing optimizations or new content, using insights to drive additional activities or shifts in strategy.

• 19. We optimize our customer experience for mobile users

  You Scored 2/4

  Have you designed for specific mobile journeys? Can you elaborate on your mobile strategy?

• 20. We apply a tiered optimization strategy for mobile page load

  You Scored 1/4

  You've taken a positive first step. Next, consider image size and content rendering optimizations to significantly shorten load times.

• 21. 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.

• 22. We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppers

  You Scored 0/5

  Consumers increasingly expect a Store Pickup option when shopping online. If technology and organizational hurdles are getting in the way of implementing BOPIS, consider starting with a Ship-To-Store approach.

• 23. 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!

• 24. We fulfill online Ship From Store orders

  You Scored 0/4

  For most multi-channel retailers, there are tremendous opportunities to increase conversion rates, shorten transit times, and drive improved financial performance by leveraging your retail stores as regional fulfillment locations. Furthermore, this can be a lower-risk starting point for store-based fulfillment in order to assess your stores' ability to execute BOPIS strategies. LYONSCG can help with technology assessment, integration, and business process consulting.

• 25. 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.

• 26. We offer standard pricing and promotions across stores and channels

  You Scored 0/5

  Unifying pricing across all touchpoints is an essential component of delivering a consistent brand experience. Can you elaborate on the factors contributing to this discrepancy?

• Digital Marketing

• 27. We track the success of our SEO program

  You Scored 1/2

  Continue tracking keyword rankings and traffic, as these are two important KPIs for an SEO Program. To better understand SEO program performance, expand KPIs to other areas that will provide insights into additional the quality of a visit.

  Tools like Google Analytics and Search Console are great for tracking trends in conversion, revenue, new users, engagement, impressions, and more. Monitor trends in your share of market voice across other channels to determine impact other programs have on SEO. Utilize insights from these other KPIs to drive additional strategy and activities in the SEO program.

• 28. When we do sample keyword searches in Google …

  You Scored 1/2

  Create a tracked keyword universe of terms associated with top category, sub-category, product, content, and branded terms. Monitor ranking trends prior to making any on-site changes to establish a baseline of search presence.

  Look for opportunities to optimize on-page SEO elements, considering page level optimizations, as well as how the page relates to other similar pages that could be competing for the same targeted keywords. Make adjustments to begin seeing changes in search presence, and update pages based on this insight.

• 29. We feel comfortable and up-to-date on Google’s most recent algorithm changes and the impact they have on our website

  You Scored 0/2

  Follow SEO trends from experts for ideas on ways to further optimize for organic search, and to keep up with updates from Google about new releases, algorithm updates, and more. Make updates to site as needed.

• 30. 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.

• 31. Our paid media channels are meeting ROI goals

  You Scored 1/2

  Identify where the pain points are, prioritize them, and begin addressing these issues. Often, the budget has been misallocated, and there are missed opportunities around new traffic acquisition or current customer retention that can quickly boost program performance.

• 32. We are currently targeting new customers through display or non-brand search

  You Scored 1/2

  Generic search terms can be extremely expensive, so focusing on long-tail and product-level queries, following best practices, and identifying top segments within acquisition targets can help improve ROI and reduce cost. Tracking new users and attributing value to these acquisition programs is also critical to expanding beyond brand traffic.

• 33. We are using an attribution model to properly credit all media channels

  You Scored 0/2

  If you are running any non-brand or acquisition campaigns, you are likely undervaluing ROI from those channels and missing further opportunities to drive top-line growth. Likewise, brand and remarketing program attributions are likely inflated.

• 34. We utilize remarketing tactics and tools, including CRM or email data, to target users through media channels

  You Scored 1/2

  Using lists is a good first step, but there is more work to be done. Segment users by visit frequency and on-site behavior. Users who abandoned a cart or viewed multiple products in the last week should be of higher focus than those who visited your homepage, say, 30 days ago. Working with a dynamic ad partner to serve highly relevant ads to each user is another great step to take.

• 35. We currently have an affiliate program

  You Scored 2/3

  An active affiliate program is a great source of traffic and revenue, but consider taking the program to the next level by driving new and high-quality customers to your website via influencer outreach. By continuously engaging these influencer affiliates, you can create a faster-growing and sustainable affiliate program!

• 36. Our email platform is integrated into mulitple 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.

• 37. 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.

• 38. We clean and manage our customer records

  You Scored 0/2

  This is essential to maintaining a healthy email file. If this is your first time cleaning and optimizing your email list, we recommend you work with a third party to go through this process. Invalid addresses, duplicates, and unengaged subscribers can damage your IP reputation and deliverability.

• Technology

• 39. 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.

• 40. We currently have an eCommerce website post-launch support model

  You Scored 1/3

  There are pros and cons to outsourcing all of your support work. A conversation would be helpful to help balance out utilizing this model versus insourcing your work.

• 41. We use a management workflow tool to help streamline online business operations

  You Scored 0/2

  A system of record is needed, like a JIRA, which helps streamline the release management process and serves as a workflow/ticket management tool. A tool like JIRA is also considered a Gold Standard. We highly recommend you utilize a JIRA instance for workflow management of your online objectives. It also gives you a first-hand look at the status of all of your tickets and your existing backlog.

• 42. We manage site code with an agile and repeatable release management process

  You Scored 1/2

  This approach is used with very small-commitment clients, and deployments go out as needed, when needed. What are some of the obstacles keeping you from moving beyond this ad-hoc approach? A more predictable release cadence process can help ensure success.

• 43. We perform quality assurance testing on all of our site code before we release it to Production

  You Scored 1/4

  Outsourcing testing is a utilized option in the space. However, it can drive up overhead costs when you are exchanging code between three parties (implementer, client, and testers).

• 44. Our site is ADA compliant

  You Scored 2/2

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

• 45. We have PCI-based security processes in place

  You Scored 2/5

  You should review your current standards as they pertain to tokenization, offsite checkout, and 3rd party service providers, and identify any stopgap measures or additional measures that may need to be taken as it relates to any new custom website components developed since your last audit.

• 46. We have a dedicated analytics platform with customized tracking specific to our online goals

  You Scored 0/2

  Analytics data can have a huge impact on your business, but first, you need to be confident in that data. Have you performed a tracking audit to assess your tracking accuracy? This includes debugging analytics tags and comparing the resulting data to other sources. After performing an audit, resolve any errors, or, if the data still appears to be wrong and the problem is not identified, consider starting anew with another tagging method (i.e. if hardcoded, try a tag manager).

• 47. Our analytics program is completely integrated 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.

• 48. Our optimization testing program enables us to trial and validate both simple and robust user experience changes

  You Scored 0/2

  What have been the major hurdles that have kept you from implementing an A/B testing program? With the addition of an A/B testing platform, you could validate the impact that creative changes have on your KPIs, and learn more about how your customers think. As digital marketing technologies have evolved, they've increasingly built out some kind of A/B testing functionality, so, even today, you can probably evaluate the impact testing can have on your experience without incorporating additional tools.

• 49. We test our site with browser/platform/device matrices tied to our user base

  You Scored 0/1

  A testing matrix is a good idea that includes tests against tour prominent user base and ensures that many test scenarios are accounted for. The matrix can also be tailored o match your user base via analytical data.

• 50. We utilize a tag manager to deploy tags, and our team is comfortable deploying or editing these tags

  You Scored 1/2

  If only a few of your companies tags are hardcoded, it's likely okay to leave them as they are until those tags require some kind of update. At this point, it makes sense to move them to the tag manager: just make sure to document that these tags exist in case a page is updated and a developer assumes that only the tag manager needs to be supported to transition all tags. Centralize all tagging requests through a single party so they can ensure that all tags are supported through a clean and consistent process, that any dataLayer requests are not redundant, and that tags are properly QAed.