Commerce Maturity Model

Survey Results

• Business Strategy

• 1. 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.

• 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 1/3

  Consumers expect that you know who they are and how they shop regardless of channel. There is a high likelihood that multiple departments are messaging your customers which in turn will drive attrition and churn. Creating a central customer repository to ensure messaging is aligned across channels is a smart next step.

• 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 2/3

  Budgeting marketing as a percentage of revenue by business channel is good. You should be working with your internal team and or your agency to make sure that the dollars you are spending by channel have the best ROAS and or ROI. You should be using one or more analytical platforms to help guide you in this process.

• 8. Our organizational structure prioritizes the overall customer experience through all business channels

  You Scored 2/2

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

• 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 2/4

  How active are your social campaigns? It would be smart to review all of your social channels and understand how you are integrating them into your key pages, such as categories, landing pages, PDPs, and your cart.

• 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 2/2

  Continue to track performance for optimized pages, considering search presence for targeted keywords and searches, as well as associated keywords and searches. Also, continue to generate ideas for expanding on-site content. Consider the content silo method to consistently and organically improve site authority for highly relevant themes to target searches throughout the entire customer journey and provide a positive user experience that satisfies the needs of searchers in each phase. Now, you can focus on accelerating searchers from early stages to late stages of their journey, where they have the highest likelihood of converting.

• 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 0/4

  Mobile usage is only growing, making mobile optimization an area for continuous improvement. Image size and scaling, page load on demand, and careful consideration of mobile usage patterns are all critical to the success of your website.

• 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 1/5

  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 2/2

  Continue to work with your team or agency to implement any essential changes that come from search engine updates or releases. Monitor search presence and competitor presence after any updates.

• 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 2/2

  Even in mature media programs, there is room for optimization, expansion, and efficiency improvements. An audit at this stage can reveal new opportunities, new channels, and new partners to keep you on the cutting edge.

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

  You Scored 1/2

  With any program addition or budget reallocation, it is important to reassess your attribution modeling to ensure you are giving programs their due credit for driving value. At a minimum, the attribution model should be revisited yearly as performance is analyzed and budgets are discussed.

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

  You Scored 0/2

  Remarketing is a core piece of any media program and is a great driver of ROI. As a start, add CRM and site visitor lists across Search and Shopping campaigns and target these lists with banner and video creative on Web and Social Networks to re-engage past and prospective customers.

• 35. We currently have an affiliate program

  You Scored 1/3

  If your affiliate program is on "auto-pilot," considering shaking things up by reaching out to your top affiliates and asking about their interest in additional placements or exclusive promotions. Another good way to grow your affiliate program is through constant communication, such as newsletters. This helps affiliates feel listened to and a part of your overall strategy.

• 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 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.

• 38. We clean and manage our customer records

  You Scored 1/2

  You are on the right path to improving inbox placement and deliverability metrics. However, if you only run this program occasionally, you may still have many un-engaged records in your lists that will drive down your performance metrics. Make sure that your hygiene program takes into consideration both duplicates and aged, unengaged files in addition to just looking at invalid addresses.

• Technology

• 39. 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.

• 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 2/4

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

• 44. 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.

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

  You Scored 1/5

  You should continue to do this on a routine basis, to make sure you identify any stop-gap measures or additional measures that may need to be taken to ensure compliance.

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

  You Scored 2/2

  There probably are still few questions about your brand's site experience that can't be answered with currently available data. As your experiences and campaigns continue to evolve, ensure that your analytics infrastructure keeps pace and continues to track the data needed to optimize new experiences.

• 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 1/2

  Since you run basic A/B tests, you likely have enough evidence to justify more robust testing initiatives. Have past tests revealed ways to strengthen your digital experience or have otherwise helped your business? If not, ensure that you are running enough tests, and then evaluate future tests' focus against known friction points or pathing arteries to ensure you're capitalizing on high-value areas of the customer journey.

• 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 2/2

  With strong tag management support, your business will be able to add or augment tags very easily. Ensure you delete old tags as well to ensure that there aren't any unnecessary impacts on site performance.