Omnichannel Self Assessment Tool

Many retailers we speak with feel that they are “far behind” in their Omnichannel journey.  The truth is that Omnichannel retailing is still very new and unproven. It comes with great potential and a high degree of risk. The business must be prepared for a “sea change” to their normal routines and processes.  We developed this tool to heighten the awareness of the building blocks for Omnichannel execution. We hope it helps to assist in developing internal dialog that will raise awareness of the complexity and investment related to Omnichannel execution.

We suggest you use this tool with your colleagues to help rank  your internal ability to execute in these areas from “Strong to Weak”. This can help  to identify and discuss gaps in capabilities, resources, and the processes necessary to execute on your future vision for Omnichannel.

We can say with great confidence that there is no one who scores a “10” across the board, and most don’t score 5 in many of these areas yet.  The retailers who are making strides in Omnichannel have recognized and developed a plan to fill their gaps  and have created an Omnichannel operating roadmap to match their strategy.  Their 3-5 year operating road maps include performance gates and investment thresholds prior to moving to the next level of capital investment.

No one has perfected their customer experience across channels yet. Some are testing bold and new ideas. A great many are in the very early stages of understanding how this demanding and savvy new customer can be best serviced.

Download the PDF :   Omnichannel Self Assessment Tool

Omnichannel Self Assessment Tool 

Area of Focus

Best Practice

Score

Corporate Strategy Corporate strategy is developed and includes cross channel as a priority. The Senior Leadership Team understands their role across channels and by function.
 
Digital StrategyHealthy Ecommerce Business with a “Best in Class” customer experience. Product assortment, pricing and promotional strategy, and customer acquisition and retention plan considers all channels. Mobile and digital store enablement plan supports strategy.
 
StoresSelling model is well defined to include accommodations for cross channel. Sales associates are advocates. Tools and training are in place to support channel convergence.
 
Analytical/ Customer Centric Culture
  • Company is grounded in customer data  with a single customer view.
  • Customer messaging is coordinated, targeted, and relevant for best ROI .
  • Channel media attribution supports budget, cost efficiencies, and coordinated messaging.
  • Channel planning is coordinated across functional teams with internal and external insights which support differentiation and positioning.
  • Priorities are developed through business justification of customer satisfaction and ROI.
 
Organization DesignDesign supports strategy in structure, process, and success metrics/compensation. Channels  and resources have a history of collaboration and working cross functionally
 
Operations Customer care is aggregated with visibility and tools to assist people and product across channels. Business delivers the products our customers want, when and where they want them.
 
Technology Infrastructure Customer experience is supported by a holistic enterprise platform. Capital needs are anticipated through the development of a 3-5 year Omnichannel roadmap.