Are you a Retail Hero?

A. Less than 100

B. 101-500

C. 501-1000

D. More than 1000

A. 1 outlet / call centre

B. Multiple UK-based locations

C. Multiple European-wide locations

D. Multiple global locations

A. In store and over the phone only

B. In store, over the phone and email

C. In store, over the phone, email and online

D. In store, over the phone, email, online, social media and mobile apps

A. General sales and demographic data

B. Option A, plus details collected from email sign up / loyalty card

C. Options A & B, plus data from web-based cookies

D. Options A, B & C, plus external data sources that enable personalised promotions

A. We’ve no idea why our customers chose to engage with us in the first place, or whether they will again

B. Where possible, we track how the customer heard about us, but have no means of knowing if they’ll engage with us again

C. We can track a customer’s journey through a specific channel, but have no means of integrating cross-channel data to build a clear picture of customer behaviour

D. We know exactly who our customers are – when and where they engage with us, and the journey they take through multiple channels

A. No idea

B. We use historical and demographic data to try and build a picture of what our customers will want and when

C. We use historical and real-time data from multiple sources to plan ahead, but there’s still room for improvement

D. Yes – we have an accurate picture of what customers want to buy at different times of year and the best channel to reach them through

A. Manually access data from flat files (e.g. Excel spreadsheets)

B. Manually access data from enterprise databases (e.g. CRM, ERP systems)

C. Request data analysis from the IT team, which can prove a bottleneck

D. Direct access to analytics tool, using real-time data streams to generate my own insight OR fast turnaround to requests for analytics / reporting from a dedicated data team

A. Completely ineffective - customers get a different experience instore from online or through our call centre

B. We’re working on it, but online and instore channels are managed as completely separate operations

C. We have a team in place to improve collaboration across the business – designing and improving a consistent customer experience across all channels

D. We provide a fully automated and streamlined omni-channel experience for our customers

A. We don’t - we rely on customers coming to us without prior engagement

B. We use a mix of marketing communications to target our database with promotions

C. We can identify when someone enters our online store and if they don’t make a purchase, follow up with suitable communications or promotions to encourage them to re-engage

D. We can track every existing and prospective customer across every channel – using personalised promotions and communications to keep them engaged

A. It’s not - we don’t encourage or enable our customers to engage with us digitally

B. We have a basic ecommerce site, but it’s not very sophisticated and customers often find it hard to navigate

C. Our website / mobile apps offer a good customer experience, but could be improved to offer a more personalised service, as well as capturing richer data

D. We’ve got this down to a fine art - our sites and apps offer a great customer experience and deliver valuable data for business analytics