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Completing The Cross-Channel Challenge: 2012 Survey

Today’s successful retailers are taking a closer look at their cross-channel capabilities in order to prepare for current and future challenges. The number of shoppers using smartphones, tablets, social media and mobile technology is expanding exponentially. To meet those customer needs and demands, retailers must be present at each touch point.

The following survey will serve as a Cross-Channel Checkup, providing retailers an opportunity to evaluate and re-evaluate their cross-channel strategies. The survey will cover cross-channel promotions & marketing, item ordering & delivery, and the new associate-shopper relationship.

We appreciate your time in completing this quick, 25-question survey.
1.Please describe your company(Required.)
2.Do you define your retail strategy as Cross-Channel (making every effort to ensure seamless interactions/transaction in all available channels to promote engagement with your brand)?(Required.)
3.Which channels do you currently conduct business in? (check all that apply)(Required.)
4.Please rank the channels in order of annual revenue (Rank 1-9, 1 indicating the greatest revenue)(Required.)
1
2
3
4
5
6
7
8
9
Brick-and-mortar store
Online – retail web site
Online – social commerce site
Mobile web site – commerce-enabled
Mobile web site – not commerce-enabled
Other social channels
Call Center
Catalog
Other
5.Which operating systems are your mobile sites enabled for? (check all that apply)(Required.)
6.Please indicate if the following channels have increased in annual revenue, decreased or stayed the same in the last 18 months (check one box for each entry)(Required.)
INCREASED 1-10%
INCREASED 10-20%
INCREASED MORE THAN 20%
DEACREASED
FLAT
Brick-and-mortar store
Online – company web site
Online – social commerce site
Other social channels
Mobile web site
Call Center
Catalog
Wholesaler/Distributor
7.How do you measure the profitability of Cross-Channel customers? (Rank 1-8, 1 being most important)(Required.)
1
2
3
4
5
6
7
8
Frequency of shopping trips
Average basket size
Total dollar value of purchases over time
Visits to web site
Visits to mobile site
Visits to Facebook site
Social media feedback/communications
Other
8.If you are measuring the profitability of Cross-Channel customers, how much more profitable are they vs. single-channel customers?(Required.)
9.How are you promoting your Cross-Channel capabilities to consumers? (check all that apply)(Required.)
10.How has your Cross-Channel strategy improved your business? (check all that apply)(Required.)
11.Do you use analytics to evaluate your Cross-Channel strategies?(Required.)
12.If yes, what type of analytics do you currently use? (check all that apply)(Required.)
13.Which of the following order/pickup/delivery options do you currently offer? (check all that apply)(Required.)
14.Do you offer free shipping? (Check all that apply)(Required.)
15.How important do you believe free shipping is in relation to customer satisfaction?(Required.)
16.Have you synchronized your Distribution Centers with all ordering channels (online, in-store, call center, catalog and mobile)?(Required.)
17.If Yes, has this synchronization improved DC efficiency?
18.Have you synchronized customer information across all channels?
(Required.)
19.If Yes, how has this strategy improved the business? (check all that apply)
20.Have you equipped store associates with mobile technology (tablets and/or smartphones)?
(Required.)
21.What are the benefits of providing store associates with the same or better information than your customers have when they enter the store? (check all that apply)(Required.)
22.Do employees possess the same product and customer information across all channels?
(Required.)
23.What type of Cross-Channel access to information are you providing to your customers? (check all that apply)(Required.)
24.Given the fact that shoppers are entering the store with competitors’ pricing information, are in-store employees empowered to match competitors’ prices?(Required.)
25.Would you like to receive a copy of the survey results?(Required.)
26.Please provide the following information (complete optional areas if we may contact you with follow-up questions or information):
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