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.

Question Title

* 1. Please describe your company

Retailer – traditional

Retailer – restaurant/hospitality

Wholesaler

Solution Provider

Industry Analyst/Consultant

Other

Question Title

* 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)?

Yes

No, but we are working toward a cross-channel strategy

Question Title

* 3. Which channels do you currently conduct business in? (check all that apply)

Brick-and-mortar store

Online – company web site

Online – social media communication via Facebook, blogs, etc.

Online – social commerce site

Mobile web site/Mobile App

Call Center

Catalog

Wholesaler/Distributor

Other (please specify)

Question Title

* 4. Please rank the channels in order of annual revenue (Rank 1-9, 1 indicating the greatest revenue)

	1	2	3	4	5	6	7	8	9
Brick-and-mortar store	Brick-and-mortar store 1	Brick-and-mortar store 2	Brick-and-mortar store 3	Brick-and-mortar store 4	Brick-and-mortar store 5	Brick-and-mortar store 6	Brick-and-mortar store 7	Brick-and-mortar store 8	Brick-and-mortar store 9
Online – retail web site	Online – retail web site 1	Online – retail web site 2	Online – retail web site 3	Online – retail web site 4	Online – retail web site 5	Online – retail web site 6	Online – retail web site 7	Online – retail web site 8	Online – retail web site 9
Online – social commerce site	Online – social commerce site 1	Online – social commerce site 2	Online – social commerce site 3	Online – social commerce site 4	Online – social commerce site 5	Online – social commerce site 6	Online – social commerce site 7	Online – social commerce site 8	Online – social commerce site 9
Mobile web site – commerce-enabled	Mobile web site – commerce-enabled 1	Mobile web site – commerce-enabled 2	Mobile web site – commerce-enabled 3	Mobile web site – commerce-enabled 4	Mobile web site – commerce-enabled 5	Mobile web site – commerce-enabled 6	Mobile web site – commerce-enabled 7	Mobile web site – commerce-enabled 8	Mobile web site – commerce-enabled 9
Mobile web site – not commerce-enabled	Mobile web site – not commerce-enabled 1	Mobile web site – not commerce-enabled 2	Mobile web site – not commerce-enabled 3	Mobile web site – not commerce-enabled 4	Mobile web site – not commerce-enabled 5	Mobile web site – not commerce-enabled 6	Mobile web site – not commerce-enabled 7	Mobile web site – not commerce-enabled 8	Mobile web site – not commerce-enabled 9
Other social channels	Other social channels 1	Other social channels 2	Other social channels 3	Other social channels 4	Other social channels 5	Other social channels 6	Other social channels 7	Other social channels 8	Other social channels 9
Call Center	Call Center 1	Call Center 2	Call Center 3	Call Center 4	Call Center 5	Call Center 6	Call Center 7	Call Center 8	Call Center 9
Catalog	Catalog 1	Catalog 2	Catalog 3	Catalog 4	Catalog 5	Catalog 6	Catalog 7	Catalog 8	Catalog 9
Other	Other 1	Other 2	Other 3	Other 4	Other 5	Other 6	Other 7	Other 8	Other 9

If other, please specify

Question Title

* 5. Which operating systems are your mobile sites enabled for? (check all that apply)

Windows Mobile

iOS

Android

RIM

Symbian

Bada

Linux

N/A, we do not have a mobile site

Other (please specify)

Question Title

* 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)

	INCREASED 1-10%	INCREASED 10-20%	INCREASED MORE THAN 20%	DEACREASED	FLAT
Brick-and-mortar store	Brick-and-mortar store INCREASED 1-10%	Brick-and-mortar store INCREASED 10-20%	Brick-and-mortar store INCREASED MORE THAN 20%	Brick-and-mortar store DEACREASED	Brick-and-mortar store FLAT
Online – company web site	Online – company web site INCREASED 1-10%	Online – company web site INCREASED 10-20%	Online – company web site INCREASED MORE THAN 20%	Online – company web site DEACREASED	Online – company web site FLAT
Online – social commerce site	Online – social commerce site INCREASED 1-10%	Online – social commerce site INCREASED 10-20%	Online – social commerce site INCREASED MORE THAN 20%	Online – social commerce site DEACREASED	Online – social commerce site FLAT
Other social channels	Other social channels INCREASED 1-10%	Other social channels INCREASED 10-20%	Other social channels INCREASED MORE THAN 20%	Other social channels DEACREASED	Other social channels FLAT
Mobile web site	Mobile web site INCREASED 1-10%	Mobile web site INCREASED 10-20%	Mobile web site INCREASED MORE THAN 20%	Mobile web site DEACREASED	Mobile web site FLAT
Call Center	Call Center INCREASED 1-10%	Call Center INCREASED 10-20%	Call Center INCREASED MORE THAN 20%	Call Center DEACREASED	Call Center FLAT
Catalog	Catalog INCREASED 1-10%	Catalog INCREASED 10-20%	Catalog INCREASED MORE THAN 20%	Catalog DEACREASED	Catalog FLAT
Wholesaler/Distributor	Wholesaler/Distributor INCREASED 1-10%	Wholesaler/Distributor INCREASED 10-20%	Wholesaler/Distributor INCREASED MORE THAN 20%	Wholesaler/Distributor DEACREASED	Wholesaler/Distributor FLAT

Other (please specify)

Question Title

* 7. How do you measure the profitability of Cross-Channel customers? (Rank 1-8, 1 being most important)

	1	2	3	4	5	6	7	8
Frequency of shopping trips	Frequency of shopping trips 1	Frequency of shopping trips 2	Frequency of shopping trips 3	Frequency of shopping trips 4	Frequency of shopping trips 5	Frequency of shopping trips 6	Frequency of shopping trips 7	Frequency of shopping trips 8
Average basket size	Average basket size 1	Average basket size 2	Average basket size 3	Average basket size 4	Average basket size 5	Average basket size 6	Average basket size 7	Average basket size 8
Total dollar value of purchases over time	Total dollar value of purchases over time 1	Total dollar value of purchases over time 2	Total dollar value of purchases over time 3	Total dollar value of purchases over time 4	Total dollar value of purchases over time 5	Total dollar value of purchases over time 6	Total dollar value of purchases over time 7	Total dollar value of purchases over time 8
Visits to web site	Visits to web site 1	Visits to web site 2	Visits to web site 3	Visits to web site 4	Visits to web site 5	Visits to web site 6	Visits to web site 7	Visits to web site 8
Visits to mobile site	Visits to mobile site 1	Visits to mobile site 2	Visits to mobile site 3	Visits to mobile site 4	Visits to mobile site 5	Visits to mobile site 6	Visits to mobile site 7	Visits to mobile site 8
Visits to Facebook site	Visits to Facebook site 1	Visits to Facebook site 2	Visits to Facebook site 3	Visits to Facebook site 4	Visits to Facebook site 5	Visits to Facebook site 6	Visits to Facebook site 7	Visits to Facebook site 8
Social media feedback/communications	Social media feedback/communications 1	Social media feedback/communications 2	Social media feedback/communications 3	Social media feedback/communications 4	Social media feedback/communications 5	Social media feedback/communications 6	Social media feedback/communications 7	Social media feedback/communications 8
Other	Other 1	Other 2	Other 3	Other 4	Other 5	Other 6	Other 7	Other 8

Question Title

* 8. If you are measuring the profitability of Cross-Channel customers, how much more profitable are they vs. single-channel customers?

Less than 5%

6% to 10%

11% to 25%

26% to 50%

51% to 75%

76% to 90%

More than 90%

Question Title

* 9. How are you promoting your Cross-Channel capabilities to consumers? (check all that apply)

Featured on the company web site

In-store printed signage

In-store digital signage

QR codes

SMS messaging

Email messaging

Through social channels

Printed store circulars/advertising

TV/radio advertising

Other (please specify)

Question Title

* 10. How has your Cross-Channel strategy improved your business? (check all that apply)

Improved loyalty

Increased brand interactions

Increased basket size

Improved supply chain efficiency

Helped to revamp in-store merchandising

Improved inventory efficiency

Improved customer service

Improved marketing effectiveness

Improved customer retention

Improved employee satisfaction/retention

Other (please specify)

Question Title

* 11. Do you use analytics to evaluate your Cross-Channel strategies?

Yes

No, but plan to add

Question Title

* 12. If yes, what type of analytics do you currently use? (check all that apply)

Customer analytics

Sales analytics

Web analytics

Merchandising analytics

Marketing analytics

Assortment/Inventory analytics

Supply Chain analytics

Social Media analytics

Other (please specify)

Question Title

* 13. Which of the following order/pickup/delivery options do you currently offer? (check all that apply)

Buy online/pickup in-store

Buy online/pickup by friend or family in-store

Buy via in-store kiosk/delivery to store

Buy via in-store kiosk/delivery to home

Buy via in-store kiosk/pick up in another store

Buy in-store through store associate/deliver to store

Buy in-store through store associate/delivery to home

Buy in-store through store associate/pick up in another store

Buy via mobile site/pickup in-store

Buy via mobile site/delivery to home

Question Title

* 14. Do you offer free shipping? (Check all that apply)

Yes, all the time for all products

Yes, during special promotions

Yes, for orders over a certain dollar amount

Yes, for items that are out-of-stock in-store

Yes, for frequent buyers/Rewards program/Affinity Program members

No, we always charge for shipping

Question Title

* 15. How important do you believe free shipping is in relation to customer satisfaction?

Free shipping is vital to maintaining customer satisfaction

Free shipping is useful, but not vital

Free shipping is unnecessary

Question Title

* 16. Have you synchronized your Distribution Centers with all ordering channels (online, in-store, call center, catalog and mobile)?

All DC inventory is available to all channels

DC inventory is segregated by channel

DC inventory is visible to and available to be sold directly from the channels

Question Title

* 17. If Yes, has this synchronization improved DC efficiency?

Yes, substantially

Yes, marginally

No, we have not seen any measurable results

Question Title

* 18. Have you synchronized customer information across all channels?

Yes, customer information and purchase history is available in-store, via call centers and online

No, we have not synchronized this information

Question Title

* 19. If Yes, how has this strategy improved the business? (check all that apply)

Customer Satisfaction has improved

Basket Size has increased in-store

Basket Size has increased on-line

Shopping Frequency has increased

Store Associate Satisfaction has improved

Other (please specify)

Question Title

* 20. Have you equipped store associates with mobile technology (tablets and/or smartphones)?

Yes

No, but plan to add

Question Title

* 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)

Store Associates are better-informed and therefore more confident in their jobs

Store Associates can provide higher levels of service

Shoppers can receive real-time product information

Shoppers can receive real-time pricing information

Shoppers can receive real-time competitive information

Store Associates can use their mobile devices as check-out units

Other (please specify)

Question Title

* 22. Do employees possess the same product and customer information across all channels?

Yes, the same information is available in-store, online, via mobile, social and call centers

Yes, the same information is available in some but not all channels

No, we have not yet coordinated information across channels but plan to do so

No, we have no plans to coordinate information across channels

Question Title

* 23. What type of Cross-Channel access to information are you providing to your customers? (check all that apply)

Customers can track orders across all channels

Customers can access their loyalty information across all channels

Customer can access promotions and offers across all channels

Customers can share purchase and product information with their social networks from their laptops, tablets or smartphones

Customer can track orders and loyalty information across some, but not all, channels

Customer can access their loyalty information across some, but not all, channels

Customers can share purchase and product information with their social networks from their laptops, but not from mobile devices

Question Title

* 24. Given the fact that shoppers are entering the store with competitors’ pricing information, are in-store employees empowered to match competitors’ prices?

Yes, we have empowered store associates to match prices in all instances

Yes, we have empowered store associates to match prices in some instances

No, we have not yet empowered store associates to match prices but plan to institute

No, we have no plans to empower store associates to match competitors’ prices

Question Title

* 25. Would you like to receive a copy of the survey results?

Yes, please send the results to:

Question Title

* 26. Please provide the following information (complete optional areas if we may contact you with follow-up questions or information):

Company Name (optional):

Name (optional):

Job Title (required):

Vertical (required):

Number of stores (required):

Annual company revenue (required):