| Criteria Code | Category | Digital Review Only? | Category Area | Criteria | Criteria Description | Scoring Guidance | Score | Additional Evidence to Log |
| A - Personalisation |
| A1 | Personalisation | Yes | Personalisation | Customisation of Digital Experience | Does the home page reflect the personal / preference data provided by the customer?
Does the retailer / CP brand customise / modify the customer's home page to reflect their individual preferences?
Does the retailer / CP brand provide self-service facility for the customer to modify their home page so as to reflect their own preferences?
Determine the degree of customisation available.
Is the retailer / CP brand proactive in contacting new customers to secure personal / preference data?
(i) Email
(ii) App
(iii) Message on personal profile page (online)
| 0 - No personal / preference data is discernible in any digital channel even after authentication.
1 - There is no facility for the customer to modify / customise the home page.
2 - Personalisation occurs in at least one digital channel (with authentication as appropriate) but is limited to name such as "Welcome back Name" in the banner. Product content and marketing messages do not reflect any personal / preference data already provided by the customer.
3 - Personalisation occurs in at least one digital channel (with authentication), including name and product content etc. Personalised search pages and marketing messages appear in certain areas of the home page. The format and content is driven by the retailer / CP brand.
4 - Personalisation occurs in at least one digital channel (with authentication), including name and product content etc. Personalised search pages and marketing messages appear on the home page. The format and content can be modified by the customer in a self-service manner. | 4 | Feedback: |
| A2 | Personalisation | Yes | Personalisation | App personalization | Ability to tailor the retailer / CP brand's App in meaningful ways. | Yes: Some evidence of a customer-configurable App exists, such as the ability to specify which categories appear at the top or on the featured pages, how often to receive notifications, or have the App behave in a manner you specify.
No: The retailer / CP brand's App cannot be personalized in any material way, or the retailer / CP brand doesn't have an App. The only capability the App has would be system settings such as to share location information. | Yes |
| A3 | Personalisation | Yes | Rewards | Integrated Loyalty Program | Determine whether loyalty program is cross-channel.
Determine how loyalty program is hosted: e.g. mobile app, physical loyalty card etc.
Determine loyalty program model: points per spend or broader value exchange throughout shopping process: lifestyle / collaboration / gamification.
Determine rewards offered: savings, gift cards, vouchers, access to select services / benefits, preferential rates for tickets / events / experiences etc.
Determine rewards qualification: are rewards timebound, earned by accumulation, driven by thresholds
Determine degree of cross-channel self-service: can customers can check loyalty status, redeem offers / discounts / rewards in any channel | 0 - No evidence of a loyalty program exists and no apparent differentiated treatment of loyal shoppers
1- Evidence of loyalty program exists, but no ability to redeem or check points/status/rewards measures in a self-service manner (e.g. no online status check, no loyalty app, etc.)
2- Evidence of loyalty program exists, and customer ability to redeem or check points/status/reward measures in a self-service manner spanning at least two channels (i.e. web, mobile, App, Kiosk, etc.)
3 - Evidence of Loyalty Program, and customer ability to redeem or check points/status/reward measures in a self-service manner spanning at least two channels. Loyalty offers are generated proactively (e.g. individualized vouchers) based on cookie or log-in data.
4 - Evidence of Loyalty Program, and customer ability to redeem or check points/status/reward measures in a self-service manner spanning at least two channels. Loyalty offers are generated proactively (e.g. individualized vouchers) based on cookie or log-in data. Customer can also redeem loyalty benefits against partner programs |
| A4 | Personalisation | Yes | Rewards | Rewards / loyalty personalization | Ability to select the form of the reward. Flexible rewards or loyalty program tailored by the customer. | Yes: Some evidence of a customer specified rewards option, where the user can select the form of the reward and/or cause for the reward. Examples might include getting to choose among gifts for achieving a loyalty status, or choosing between product discounts or free shipping as preferred reward.
No: No loyalty or rewards program evident, or simply a "buy more, get more" reward structure without ability to personalize.
|
| A5 | Personalisation | Yes | Marketing | Cross-Channel Personalised Marketing Messages | Does the retailer / CP brand leverage customer's personal / preference data to generate contextual marketing messages tailored to individual needs and wants?
Does the retailer / CP brand generate timely, relevant, location sensitive, digital cross-channel messages?
Note: Shoppers should measure the best example of marketing messages received: online, instore, e-mail, text etc. | 0 - There are formatting errors and spelling mistakes in the marketing material.
1 - The retailer / CP brand only offers generic messages based on e.g. name, geography or gender alone. This basic, simplistic approach falls short of really knowing the customer and delivering a personalised marketing message.
2 - The retailer / CP brand provides relevant, personalised product and content recommendations / messages.
3 - The retailer / CP brand consistently provides relevant and timely content that generates a meaningful brand interaction. The customer can interact with the retailer / CP brand in real time and reveal their shopping intent; enabling the retailer / CP brand to further enhance their marketing activities: the right message, to the right person, at the right time
4 - The retailer / CP brand creates the opportunity for the customer to become interested in other items or explore the wider catalogue of products or services as part of the personalised marketing messages.Marketing messages add value in the decision-making process. |
| A6 | Personalisation | Yes | Personalisation | Preference Centre | My Account': cross-channel access to Preference Centre, self-service ability to maintain integrity & accuracy of data
Personal Information
Payment / Billing
Communication / Messaging / Contact
Location Based Services
Dietary Requirements
Size, colour, style preferences
Product / Services catalog preferences
Transparency of data security measures; degree of confidence in how data will be used and how customer will be rewarded for sharing | 0 - No preferences established beyond e-mail address, shipping address book, and payment types
1 - Customer can provide some simple preferences, but preferences apply to e-mail marketing messages only.
2 - Customer can provide preferences which span web, mobile app, and marketing messages. It is clearly explained the benefits the customer will be entitled to when sharing additional preference data.
3 - Customer can provide preferences supporting product / service attributes. Security measures to protect customer data are transparent. The customer is free to remove / amend personal / preference data at any time.
4 - Customer can provide additional preference data in free-form (type whatever they want into a data field) and the shopping experience adapts to feature /display all preference data shared and/or preferences extend to store and call centre operation. |
| A7 | Personalisation | Yes | Personalisation | Persona self-identification | Ability to express oneself into self-selected segments, such as by indicating who one admires, wishes to dress like, aspires to own, etc.
This facility will enable customers to get better product / service recommendations etc. by providing additional preference data that the retailer's systems can analyze and leverage. | Yes: Evidence of the ability to provide lifestyle preferences is provided
No: No evidence of the ability to provide lifestyle preferences is provided
|
| B - Digital Experience |
| B1 | Digital Experience | Yes | WebShop Service Experience | Service Chat | Rate the Service Chat function provided by the retailer / CP brand to address customer requests.
| 0 - There is no service-chat facility available from the online shop.
1 - A service-chat facility can be accessed from the online shop. The chat is limited to text-only communication. The service is not clearly advertised.
2 - A service chat facility can be accessed from the online shop. The chat is limited to text / audio only. The service is not clearly advertised.
3 - A service chat facility can be accessed from the online shop. The chat is limited to text / audio only. The service is clearly advertised.
4 - A service chat facility can be accessed from the online shop. The chat has video / audio and text functionality (Kindle Fire Mayday model). The service is clearly advertised and simple to use. |
| B2 | Digital Experience | Yes | WebShop Service Quality | Rate the WebShop Functionality | Assessment of WebShop functionality:
(i) Clear & simple navigational menu with hierarchical product categories
(ii) Rollover cursor functionality to reduce the number of clicks required to locate desired product. Product can be found in less that four clicks.
(iii) Clear & extensive product descriptions
(iv) Good quality product photos with 360° rotation, image zoom and thumbnails
(v) Demo videos to enable consumers to familiarize themselves with products. Detailed visualizations showing the key product features
(vi) User-generated reviews presented on product page
(vii) Comprehensive FAQs and responsive Help options
(viii) Choice of payment methods / options including integrated payment gateways like PayPal
(ix) Tracking option for customer orders
(x) Social media (sharing) buttons
(xi) A wish-list gives customers the opportunity to store all of the products that they like in one place.
(xii) Capability to generate user-interactions for example allowing user to upload photos to share on website | 0 - The WebShop experience is poor. The online shop only offers very basic functionality; it is neither intuitive nor user-friendly.
1 - The WebShop experience is adequate; at least three of the criteria are met.
2 - The WebShop experience is good; at least five of the criteria are met
3 - The WebShop experience is very good; at least seven of the criteria are met
4 - The WebShop experience is excellent; at least nine of the criteria are met | 1 |
| B3 | Digital Experience | Yes | WebShop Service Quality | Rate the WebShop Search Functionality | Does the search function deliver the right results? | 0 - No Search function available
1 - Search function available but showing wrong results
2 - Search function available showing right results for explicit products. Filter functionality is available, but limited in function.
3 - Search function available showing matching results for generic and explicit products. Auto-completion (type ahead) offered in search function. Filter functionality is available, enabling customers to refine the parameters of their search.
4 - Search function available showing matching results for generic and explicit product. Auto-completion (type ahead) and cross-selling offers provided in search function. Filter functionality is available, enabling customers to refine the parameters of their search. Cognitive and natural language search capabilities demonstrated; the search function can 'understand intent' (research versus purchase). |
| B4 | Digital Experience | Yes | WebShop Service Quality | Coping with Spelling Mistakes | Can the search function cope with spelling mistakes?
| Yes - The search function is capable of dealing with spelling mistakes and still provides additional content-relevant information
No - The search function cannot cope with spelling mistakes, customer does not received relevant suggestions. |
| B5 | Digital Experience | Yes | WebShop Service Quality | Rate the WebShop Product Comparison Functionality | Ability to compare product functions, specifications, price etc. | 0 - No discernible product comparison feature found on the site
1 - The WebShop offers a product comparison function; however the facility covers a very limited range of products and/or provides comparison of a fixed selection of attributes only.
2 - The WebShop offers a product comparison function; the majority of products can be compared and the consumer can select which attributes they want to compare.
3 - The WebShop offers a product comparison function which is intuitive and user-friendly; the majority of products can be compared and the consumer can select which attributes they want to compare.
4 - As above. The retailer / CP brand also offers innovative value-add functionality including choice between tabular results or lists, 'show differences' button and ready-configured range comparison pages.
|
| B6 | Digital Experience | Yes | Omnichannel Capability Quality | Availability & access to customer-generated omnichannel reviews | Ability to view ratings and reviews, or other similar consumer generated content in physical and digital channels.
(i) Online
(ii) App
(iii) Call center
(iv) Social Media
(v) Store | 0 - Reviews aren't available on any channel
1 - Reviews are available on one channel
2 - Reviews are available on two channels
3 - Review are available on three channels
4 - Reviews are available on four or more channels
|
| B7 | Digital Experience | Yes | Social Media Quality | Product Publication via Social Media | Can the customer publish products directly from the product details page via a social media integration?
Note: Mystery Shoppers can use Facebook Like, Pinterest Pin, or equivalent to publish. | Yes: The customer can publish products directly from the product details page via a social media integration No: The customer cannot publish products directly from the product details page via a social media integration |
| C- Omni-Channel Capabilities - Supply Chain Data |
| C1 | Omni-Channel Capabilities - Supply Chain Data | Yes | Supply Chain Data Accessibility | Accuracy of product availability promise data for Home Delivery | Can the retailer / CP brand guarantee availability of item(s) ordered for Home Delivery from the Online shop where the product is marked as in stock?
Note: This criteria is focused on the Availability to Promise regardless of whether the order is shipped from depot or store. | Yes - In stock products ordered from the Online shop are available and are shipped to the customer in line with published Home Delivery schedules.
No - Products ordered from the Online shop which are marked as in stock are not in fact available. Shipment to the customer is delayed, outside published Home Delivery schedules.
|
| C2 | Omni-Channel Capabilities - Supply Chain Data | No | Supply Chain Data Accessibility | Nearest store location where product is available | Can the retailer / CP brand inform the customer of the nearest store location where their product is available to purchase?
Channels to check: Online, Mobile and Call Center | 0 - The retailer / CP brand cannot provide the customer with the nearest store location / (or if CP) retailer where their product can be purchased.
1 - The retailer can provide the customer with the location of the closest store / (or if CP) retailer where their product is in stock; however the data is only available in one channel.
2 - The retailer can provide the customer with the location of the closest store / (or if CP) retailer where their product is in stock. The data is available in two channels.
3 - The retailer can provide the customer with the location of the closest store / (or if CP) retailer where their product is in stock. The data is available in all three channels.
4 - The retailer can provide the customer with the location of the closest store / (or if CP) retailer where their product is in stock. The data is available in all three channels. The retailer allows the customer to request a "hold" or "put it aside for me". |
| C3 | Omni-Channel Capabilities - Supply Chain Data | Yes | Supply Chain Data Quality & Transparency | Inventory Transparency, Accuracy and Consistency | Rate the transparency, accuracy and consistency of inventory data across different channels? Can the customer have confidence in the stock inventory data that is published in each channel? | 0 - Inventory data is not accessible for the customer in every channel. There are discrepancies between the stock inventory data published in different channels.
1 - Inventory data is not accessible for the customer in every channel. The stock inventory data published is consistent across all channels.
2 - Inventory data is accessible for the customer in every channel. The stock inventory data published is consistent across all channels. Product availability information is limited to in stock / out of stock only.
3 - Inventory data is accessible for the customer in every channel. The stock inventory data published is consistent across all channels. Product availability information is presented as high/medium/low. In the case of products that are out of stock, customers are alerted to the nearest store location in which the product is available (see note).
4 - Inventory data is accessible for the customer in every channel. The stock inventory data published is consistent across all channels. Product availability information is presented as high/medium/low or alternatively as unit values (i.e. there are ten items of a particular product in stock). For out of stock items the expected future availability date is also displayed. In the case of products that are out of stock, customers are alerted to the nearest store location in which the product is available (see note). | |
|
| D - Omni-Channel Capabilities - Physical/Digital Integration |
| D1 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Home Delivery | Express Delivery (less than 24 hours) from the Online Shop | Does the retailer / CP brand offer an Express Delivery service to the customer's home location?
Note: If the Express Delivery is not available for you, do online research (i.e. check the FAQs and Help section) to find out if it's available in other cities. | 0 - No Express Delivery service is available
1 - Express Delivery is available but takes more than 24 hours
2 - Express Delivery is available but takes between 4 and 24 hours
3 - Express Delivery is available and takes between 2 and 4 hours
4 - Express Delivery is available and takes less than 2 hours |
| D2 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Home Delivery | Specification of Delivery Day & Time | Can the customer chose a preferred day and time slot for their delivery?
Note: If the Specification of Delivery Day & Time is not available for you, do online research to find out if its available in other cities. | 0 - Preferred delivery date / timeslot request facility is not offered.
1 - Preferred delivery date only can be specified. There is no facility to specify preferred timeslot; the customer will have to wait in all day for their delivery.
2 - Both preferred delivery date and timeslot can be specified by the customer; however timeslots offered are limited to broad ranges (morning, afternoon, evening)
3 - Preferred delivery date / timeslot specification facility available. Each timeslot segment is longer that 2 hrs.
4 - Preferred delivery timeslot request facility available. Timeslots are offered in hourly segments. |
| D3 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Rewards | Loyalty Based Shipping Options | Does the retailer / CP brand offer shipping incentives based upon loyalty status or paid programs such as Amazon Prime? | 0 - The retailer / CP brand offers only standard shipping options, or shipping promotions are not tied to any paid program, status, or basket value.
1 - The retailer / CP brand does offer shipping perks, such as free shipping or expedited shipping upgrade at no more cost, but only based upon the spend value of the order.
2 - The retailer / CP brand does offer shipping perks, such as free shipping or expedited shipping upgrade at no more cost, but must be based upon a paid program such as Amazon Prime or a club membership.
3 - The retailer / CP brand does offer shipping perks, such as free shipping or expedited shipping upgrade at no more cost. Qualification is based on loyalty status such as lifetime spend rather than individual transaction amounts.
4 - The retailer / CP brand does offer shipping perks, such as free shipping or expedited shipping upgrade at no more cost. The shipping perks are available to everyone; there are no special qualifications required to benefit from the scheme. |
| D4 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Supply Chain Data Accessibility | X Channel Order Status: Accessibility | Determine whether the Order Status is available in all channels:
(i) Online
(ii) Call Center
(iii) Mobile / App
(iv) Store
(v) Social Media | 0 - The customer cannot access order status information on any channel
1 - Order Status is only available on 1 channel
2 - Order Status is available on 2 channels
3 - Order Status is available on 3 channels
4 - Order Status is available on 4 or more channels |
| D5 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Supply Chain Data Quality & Transparency | X Channel Order Status: Quality | Measure the quality of the order status in the 'best' channel, where the order status is the most granular. | 0 - The customer cannot access order status information on any channel.
1 - The best channel provides the customer with basic order status information. Delivery data is limited to 'order shipped', 'order not shipped" etc.
2 - The best channel provides the customer with more detailed order status information. Delivery data is more comprehensive including dates, times and names for each stage of the delivery process. Delivery information only appears more than 24 hours after the order has been placed.
3 - The best channel provides the customer with more detailed order status information. Additionally the customer can see the anticipated next steps included expected delivery date/time. Delivery information appears less than 24 hours after the order has been placed.
4 - The customer has complete access to real time, end-2-end order status data. The progress of the delivery vehicle can be seen by the customer in real time on an interactive map. (The information about the order status is based on actual, real time GPS data) |
| D6 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Home Delivery | Home Delivery: Experience | Assessment of the Home Delivery service:
(i) The delivery arrived on the correct day during the requested timeslot
(ii) The courier sent updates to the customer (via SMS / MMS) to advise on progress and expected time of delivery. The customer was able to check progress remotely using their own mobile device.
(iii) The courier was a good brand ambassador, friendly, helpful and providing great customer service
(iv) The order was delivered in good condition. The packaging and product was undamaged.
(v) Where necessary the courier was knowledgeable in regards to the returns process for unwanted / damaged items in the customer's order and was able to advise.
(vi) The process for accepting and signing for the deliver was quick and easy to understand. The courier was armed with a mobile device to capture the customer's signature. | 0 - The Home Delivery experience was poor; none of the assessed criteria are fulfilled
1 - The Home Delivery experience is adequate; one of the criteria is met
2 - The Home Delivery experience is good; two of the criteria are met
3 - The Home Delivery experience is very good; three of the criteria are met
4 - The Home Delivery experience is excellent; four or more of the criteria are met |
| D7 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Click & Collect | Availability for pick-up | Pick-up at store / collection point possible in <2 hrs/<1/2 day/same day/up to 2 days | 0 - No Pick up possible
1 - Pick up of Click & collect products cannot be guaranteed within day of purchase +2 days.
2 - Pick up of Click & collect products cannot be guaranteed within day of purchase +1 day.
3 - Pick up of Click & collect products can be guaranteed within 1/2 day after purchase.
4 - Pick up of Click & collect products can be guaranteed in less than 2 hours after purchase. |
| D8 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Personalisation | Omnichannel Recommendations (Availability) | Does the retailer / CP brand use different channels to provide the customer recommendations (cross-sells, up-sells, offers, personalized content). Please test the following channels:
(i) Email (recommendations based upon purchases)
(ii) Online shop (you may also like recommendations, etc.)
(iii) Mobile App (push notification based on history or while entering the store)
(iv) Store Devices (kiosk, interactive display, etc.), provided recommendations are personalized to you and not just "on sale this week" notifications | 0 - Recommendations aren't available in any channel
1 - Recommendations are only available in one channel
2 - Recommendations are available in two channels.
3 - Recommendations are available in three channels.
4 - Recommendations are available in all channels. |
| D9 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Personalisation | Omnichannel Recommendations (Quality) | Measure the quality of the recommendations in the channel, where the recommendation are the most personalized.
| 0 - The best channel does not offer any kind of recommendation functionality
1 - The best channel offers recommendations, but only based on the shopping behaviour of other customers (other customers also bought etc.).
2 - The best channel offers recommendations based previously purchased products (you may also like etc.)
3 - The best channel offers recommendations based on the customer's own preferences, shopping or browsing behaviour.
4 - The best channel offers proactive recommendations or vouchers based on the customer's own preferences, shopping or browsing behaviour and social media posts. Recommendations can also be based on location (e.g. entering a store). |
| D10 | Omni-Channel Capabilities - Physical/Digital Integration | No | Pricing Integrity & Flexibility | Price transparency of on- and offline prices | i) On- and offline prices are identical.
Where delivery fees apply (online) they are made transparent at any point of the order process
ii) Explicit price differences are explained and are therefore transparent to the customer.
Were there any instances where there were unexpected / unexplained price differences between channels? | 0 - Prices are different between channels and no ability to get best price other than doing a return.
1 - Prices are same and/or retailer we honor best price between channels
2 - Pricing and promotions are the same and/or retailer will honor best price and promotion across channels (where promotions make sense... e.g. ignore free shipping in store)
3 - Pricing and promotion matching strategy - will match other retailer or distribution channel pricing for same item.
4 - Best price strategy - will match and discount an additional % (at least 10%) for other retailers / distributors.
|
| D11 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Return & Exchange | Return & Exchange Facility Offered: Store or Secondary Location | Facility to return / exchange articles ordered online either in the store or in a secondary location (Post Office, Partner collection site, Lockers etc.) | Yes: Products purchased online can be returned and exchanged either in store or in a secondary location
No: Products purchased online cannot be exchanged and/or returned at store |
| D12 | Omni-Channel Capabilities - Physical/Digital Integration | No | Return & Exchange | Online Return & Exchange Facility for those products purchased in store | Return products online (via mail delivery or carrier collection) which were bought in bricks & mortar stores | Yes: It is possible to return products online that were purchased in the bricks & mortar stores (by delivery)
No: It is not possible to return products online that were purchased in the bricks & mortar stores (by delivery) |
| D13 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Call Center | Selling capabilities | Call center agents recommending products, advising on promotions, upselling and cross-selling | 0 - Call center agent was not able to take an order and did not attempt to cross sell or upsell
1 - Call center agent only proceeded with taking the order
2 - Call center agent took the order. When quizzed by the customer the agent was able to react and engage in selling conversation (confirming benefits, product qualities, features etc.).
3 - Call center agent took the order. The agent proactively engaged in selling conversation and was knowledgeable about current promotions.
4 - Call center agent took the order, advised on promotions and proactively recommended other products i.e. through upselling and cross-selling |
| D14 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Call Center | Personalising online customer experiences through proactive support | To what extent can the Call Center Agent leverage customer data to personalise the shopping experience through proactive support | 0 - The call center agent cannot access customer account details even when the customer's account number (or other key identifier such as phone number or email address) has been provided.
1 - The call center agent can access customer account details such as name, address, prior orders. The call center agent cannot access customer loyalty information or preference data.
2 - The call center agent can access customer account details. The call center agent can see aggregated cross-channel order history and loyalty data linked to the customer's account number. There is no access to preference data.
3 - The call center agent can access the full spectrum of customer data. The call center agent applies these insights in the interaction.
4 - The call center agent can access the full spectrum of customer data. The call center agent leverages this data extensively during the interaction to provide personalised offers (e.g. targeted cross/up sells, unique offers aligned to preferences). |
| D15 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Help Function | Responsive Help | How responsive is the retailer / CP brand's Help function? What choices are provided for customers to contact the retailer / CP brand and get help to resolve issues, queries and complaints? | 0 - The retailer / CP brand's Help function is limited to FAQs; customers cannot contact the retailer / CP brand's Help function by phone.
1 - The retailer / CP brand provides an extensive and comprehensive FAQs service. Customers can contact the retailer / CP brand's Help function by phone. There is only one line and coverage is not 24/7. The Help agent cannot effectively satisfy the customer's issue.
2 - The retailer / CP brand provides a 24/7 Help Desk service with an automated queue management system. Customers can contact the retailer / CP brand by phone, email, direct messaging or post.
3 - The retailer / CP brand provides a 24/7 Help Desk service. There are dedicated lines for different departments / functions ensuring customers are put through to Help Agent experts. Local / free rates charged for phone contacts.
4 - The retailer / CP brand provides a call back service to prevent customers having to wait on the phone in a queue during peak times. The retailer / CP brand monitors and reacts to customer queries, issues and complaints on Social Media, providing timely responses 24/7. |
| D16 | Omni-Channel Capabilities - Physical/Digital Integration | Yes | Help Function | X Channel Customer Service | Assess whether the customer is able to move between channels during a service request without having to repeat the details of their request. All channels can access the customer's request record.
E.g.1) Customer contacts the retailer / CP brand via chat about a problem, has to leave the chat suddenly, then contacts the call center, which should know about the mentioned problem and pick up the incident.
E.g. 2) Call the call center, start an incident, then go to customer service in store to see if they can pull it up to get information / complete. | Yes: Customers can switch between service channels on the same service request
No: Consumers cannot switch between service channels on the same service request |
| D17 | Omni-Channel Capabilities - Physical/Digital Integration | No | X-Channel Service | X Channel Shopping Advisor | Does the retailer / CP brand offer a cross channel facility to book personal shopping advisor appointments in store? Does the retailer / CP brand also offer installation services for white goods, kitchens etc.? Rate how effective, flexible and user friendly the booking service is. | 0 - The retailer / CP brand does not offer the customer any facility to book either service appointments in store or installations in the home.
1 - The customer can book service appointments in store or installations at home but there is no established process / technology supporting these requests. Customers are limited to contacting the store by phone and arranging the appointment with the appropriate store associate.
2 - The retailer / CP brand offers a cross channel facility to book service appointments (e.g. personal shopping advisor) in store and installation services in the home. The customer is unable to set any preferences in advance and the shopping advisor therefore doesn't know their preferences / shopping intention in advance.
3 - The retailer / CP brand offers a cross channel facility to book service appointments (e.g. personal shopping advisor) in store and installation services in the home. The customer is able to set personal preferences in advance.
4 - The retailer / CP brand offers a cross channel facility to book service appointments (e.g. personal shopping advisor) in store and installation services in the home. The customer is able to set personal preferences in advance, but the personal shopping advisor can also access the customer's preferences and transactions / behaviour history and determine the shopping intention based on intelligent data analysis |
| E - Social Media |
| E1 | Social Media | Yes | Social Media Quality | Social Media Presence | Social communication channels are for example:
(i) Facebook
(ii) Google+
(iii) YouTube
(iv) Twitter
(v) Forum
(vi) Pinterest
(vii) Blog
(viii) Instagram etc. | 0 - The retailer / CP brand has no Social Media presence.
1 - The retailer / CP brand is active in one social media communication channel.
2 - The retailer / CP brand is active in two social media communication channels.
3 - The retailer / CP brand is active in three social media communication channels.
4 - The retailer / CP brand is active in at leat four social media communication channels. |
| E2 | Social Media | Yes | Social Media Experience | Rate the Social Media experience for the customer | Determine the sophistication of the Social Media experience:
(i) Real-time support center; coverage 24/7 to cater for international customers.
(ii) Showcasing of new products, ranges & initiatives
(iii) Promote events, sales and community causes
(iv) Rewarding & recognition of loyal customers
(v) Gamification: Contests, competitions and prizes
(vi) Opportunity to contribute: feedback, pulse surveys, comments, new initiatives, product development and the uploading of user generated content including photos showcasing the brand's products / services.
(vii) Social as a sales channel: what different sales models are supported?
(viii) Non-promotional company information: CSR performance, commentary on issues that are important to customer ethics and lifestyle
(ix) Relevant & frequently updated content
(x) Customer service: effective, speedy, personal, empathetic responses.
(xi) User experience: bright, colourful, video, pictures, minimal text, optimised for mobile
(xii) The customer can ask (product) questions to a Social Media community (directly from product details page). | 0 - The Social Media experience is poor; only two of the criteria are offered.
1 - The Social Media experience is adequate; only three of the criteria are offered.
2 - The Social Media experience is good; five of the criteria are offered.
3 - The Social Media experience is very good; at least seven of the criteria are offered.
4 - The Social Media experience is excellent; more than seven of the criteria are offered. |
| E3 | Social Media | Yes | Social Media Quality | Social Media response times | Measure response time to customer requests / inquiries in Facebook and Twitter - but only take the one with faster response times | 0 - The retailer / CP brand takes longer than 48 hours or does not respond at all in the fastest channel. The retailer / CP brand does not provide 24/7 support coverage for social media channels.
1 - The retailer / CP brand takes between 24-48 hours to respond to a customer's query in the fastest channel. The retailer / CP brand does not provide 24/7 support coverage for social media channels.
2 - The retailer / CP brand takes <24 hours to respond to a customer's query in the fastest channel. The retailer / CP brand provides 24/7 support coverage for social media channels.
3 - The retailer / CP brand takes <2 hours to respond to a customer's query (near-time). The retailer / CP brand provides 24/7 support coverage for social media channels.
4 - The retailer / CP brand takes <1 hour to respond to a customer's query (real-time). The retailer / CP brand provides 24/7 support coverage for social media channels. |
| E4 | Social Media | Yes | Social Media Experience | Social Login | Does the retailer / CP brand offer customers the opportunity to set up new user accounts using social login (social sign-in)? Can the customer use existing information from social media accounts (Facebook, Twitter, Google+ etc.) to sign into a retailer / CP brand's website instead of creating a new login account specifically for that website. | Yes: The customer can set up new user accounts using social login (social sign-in)?
No: The customer cannot set up new user accounts using social login (social sign-in)? |
| E5 | Social Media | Yes | Social Media Experience | Social Media Shop | Does the retailer / CP brand offer customers the opportunity to shop via Social Media? | 0 - The retailer / CP brand doesn't offer the opportunity to shop via Social Media.
1 - Customers are redirected to the product page on the retailer / CP brand's online / mobile shop via a link from the Social Media channel.
2 - The retailer / CP brand offers shopping facilities via the Social Media channel. Customers can browse product pages (descriptions, specifications, reviews etc.) and add items to their cart. The 'Buy Now' button redirects the customer to the online / mobile shop so that the transaction can be processed.
3 - The retailer / CP brand offers a fully integrated Social Media shop with all the security and functionality associated with their online / mobile shops.
4 - Customers can set-up their own shop / product range within the retailer / CP brand's Social Media channel and earn commission on generated sales. |
| E6 | Social Media | Yes | Personalisation | Corporate Social Responsibility Transparency | Ability for the customer to access and assess the retailer / CP brand's / CP brand's Corporate Social Responsibility performance data . | 0 - The retailer / CP brand / CP brand offers no access to CSR performance data.
1- The retailer / CP brand / CP brand offers access to limited CSR performance data. Data is limited to standard CSR annual report information and cannot be interrogated according to the customer's expectations. Links to CSR data are not clearly displayed and the data is difficult to find.
2- The retailer / CP brand / CP brand offers access to high-level CSR performance data. Customer can perform limited drill down to analyse CSR performance. Links to CSR data are clearly displayed and easy to navigate.
3 - The retailer / CP brand / CP brand offers access to CSR performance data in selected areas of the Supply Chain. The customer can drill down into this subset of data and discover examples of responsible / sustainable production.
4 - The retailer / CP brand / CP brand offers full access to CSR performance data in all areas of the Supply Chain. CSR links are interactive allowing the customer to drill down into data at the product level to assess how responsibly / sustainably their intended puchase is produced. |
| E7 | Social Media | Yes | Personalisation | Co-creation, collaboration & participation | Ability to opt in or elect to share opinions on products created / offered, such as new looks / fashion in apparel, new ingredients / recipes in grocery, new toys, etc. The ability to share may require achievement of a certain loyalty status to "earn" the right for input. | 0 - No evidence of the ability to provide specific product input or co-creation, excluding a general "contact us" customer service function
1- Some evidence of the ability to contribute to the selection of assortments or products, but done as a rare or one-time event (e.g. annual fashion show) of the retailer / CP brands time and choosing only.
2- Evidence of the ability to contribute to the selection of assortments or products, but done around an upcoming new season or set schedule (e.g. quarterly), again largely of the retailer / CP brands time and choosing. There is no real reward or recognition for the customer's contribution.
3 - Evidence of the ability to contribute to the selection of assortments or products, with a continual ability to view and provide input based upon the customer's inclination, time and choosing. The retailer / CP brand actively rewards and publicises the customer's contribution.
4 - The customer can request specific modifications / customisations to products in order to personalised purchases to their individual tastes. |
| F- Mobile Experience |
| F1 | Mobile Experience | Yes | Mobile Service Quality | Rate the mobile experience for the customer | Determine the sophistication of the mobile offering (mobile app or responsive mobile site) while the following are considered:
Standard functionality examples:
(i) Responsive design: product display, size of buttons and clickable areas
(ii) Mobile app for shopping / transactions: add to basket, ordering and basic mobile payment options
(iii) Research on smartphones
(iv) Speed matters: a mobile site’s performance (page loading speed etc.) is vitally important
Innovative functionality examples:
(i) Advanced payment options: e-wallets, tap to pay, NFC, Apple pay etc.
(ii) Optimised layout & navigation, path to purchase simple, decluttering the mobile user experience, prioritised content
(iii) Location-based functions: GPS Tracking of my order, Store Finder via GPS Function, footfall tracker, interactive maps and Location based marketing
(iv) Innovative design features: intuitive on-page icons, minimal text, user reviews, wish lists and designed for touch
(v) Personal assistant service: purchase goods and services through conversation
(vi) Social sharing including the ability to upload images to the brand's Social Media channels.
(vii) QR Scanner: QR codes, e-coupons
(viii) Device-exclusive content: leverage Mobile specific features like tap to call etc.
(ix) Service Chat through App
| 0 - The retailer / CP brand does not have a Mobile Offering.
1 - The retailer / CP brand has a Mobile Offering, but it's not: optimised, user friendly, intuitive and doesn't offer all standard functionalities. Experience is poor.
2 - The retailer / CP brand has a Mobile Offering with standard functionality, features and navigation (user friendly and intuitive).
3 - The Mobile Offering offers all standard functionalities, features & navigation. There are a variety of innovative functionalities offered. At least four of the innovative functions are provided.
4 - The Mobile Offering offers all standard functionalities, features & navigation. There are a variety of innovative functionalities offered. At least six of the innovative functions are provided. |
| F2 | Mobile Experience | Yes | Personalisation | 360° customer view | The Customer can call up customer account & preference details via the mobile app. | 0 - Customers cannot access customer account details through the mobile app (e.g. birth date, email address), even when logged in.
1 - Customers can access customer account details, but cannot view preference data; e.g. shopping history through all channels (store, online). There is no facility to manage account details via the mobile app.
2 - Customers can access customer account details, but cannot view preference data. Customers can amend / manage account details via the mobile app.
3 - Customers can access customer account details. There is also access to customer preference data (e.g. shopping history, online + store). Customers can manage account details and update their preferences via the mobile app.
4 - Customers can access and manage both customer account details and preferences. They can also view their previous browsing history, recently viewed items etc. |
| F3 | Mobile Experience | Yes | Mobile First Model | Availability of a Smart Watch/ other wearable Application | Does the retailer / CP brand offer a Smart Watch or other wearable device (e.g. Glasses) application?
| Yes: Smart watch or other wearable device application is available
No: Smart watch or other wearable device application is not available |
| F4 | Mobile Experience | No | Mobile Service Quality | Store finder (via GPS) | GPS-based indication on mobile app/mobile website where to find the nearest store | 0 - The retailer / CP brand does not have a GPS store finder capability.
1 - The retailer / CP brand does have a GPS store finder capability. The store location is displayed on a static map in relation to the user's own location. The user has to work out their own route to the retailer / CP brand's store. No information is provided in regards to the services provided at the nearest store.
2 - The retailer / CP brand does have a GPS store finder capability. The store location is displayed on an interactive map in relation to the user's own location. The GPS function automatically uses geo-location to 'find' the customer. The map displays the optimal route with directions for the user to follow to arrive at the store location. Only limited information is provided about the services provided at the nearest store.
3 - The retailer / CP brand does have a GPS store finder capability. The store location is displayed on an interactive map in relation to the user's own location. The GPS function automatically uses geo-location to 'find' the customer and uses smart & flexible radius functionality to provide store options for the customer. The map displays the optimal route with directions for the user to follow to arrive at the store location. Prioritised but comprehensive information is provided about the services provided at the nearest store.
4 - As above. Additionally there is a filter function which allows the customer to select a different store based on the particular services required. The customer is sent a personalised incentive to attend the store (timely and relevant). The customer is offered the facility to book an appointment with an associate in store using a 'tap to phone' function. The associate will be waiting to serve them once the customer arrives in store; there is a proximity alert built into the GPS function. |
| G - Store Experience |
| G1 | Store Experience | No | Personalisation Applied Insight | Welcome / Acknowledgement Program Instore | Does the retailer welcome the customer via push notification (activated by iBeacon), self-service kiosk or any other technology (e.g.scanning of loyalty card - plastic or mobile-enabled)
(Note - assumes location services is enabled or shopper will "check-in" in some manner as part of shopping process.) | 0 - The retailer demonstrates no ability to recognize the customer as they enter the store
1 - The retailer recognizes the customer but there is no facility to "opt out" or bypass
2- The customer can opt out however the retailer only provides general welcome / store information (no evidence that it's tailor to the customer)
3 - The customer can opt out. Messages are tailored to the customer (customer welcomed personally and is provided with offers tailored to their preferences)
4 - The customer can opt out. Messages are tailored to the customer. The retailer provides a flexible format (at least 2 of App, kiosk, or any other approach) |
| G2 | Store Experience | No | Store Service Quality | In-store mobile services | In-store mobile services via smartphone, e.g. for customer identification purposes, information on special offers, map, in-store navigation, virtual shopping basket, promotions, request service employee | Yes: There are in-store mobile services offered
No: There are no in-store mobile services offered
NOTE: Shopper using their cellular function to tell the store does not qualify - the retailer / CP brands must recognize the shopper in the store using Wifi network access or other means (e.g. ShopKick) to reach out to shopper. |
| G3 | Store Experience | No | Store Service Quality | Product comparison based on self-defined criteria | Facility to compare two or more products at the shelf edge based on self-defined criteria, using either kiosk or (employee) tablet. | 0 - There is no facility to conduct product comparisons at the shelf edge based on self-defined criteria in-store.
1 - Product comparisons can only be made in-store by service assistants using retailer / CP brand owned media (kiosk, desktop, mobile device, tablet etc.). The service is not clearly advertised.
2 - Product comparisons can be made in-store by the customer but only using retailer / CP brand owned media (kiosk, desktop, mobile device, tablet etc.). There is no functionality to support self-defined criteria. The service is clearly advertised.
3 - Product comparisons can be made in-store by the customer but only using retailer / CP brand owned media (kiosk, desktop, mobile device, tablet etc.). Customers can define their own criteria against which product comparisons are made. The service is clearly advertised.
4 - Self-service product comparisons can be made in-store by the customer either using their own mobile device (smartphone / tablet) or using retailer / CP brand owned media (kiosk, desktop, mobile device, tablet etc.). The service is clearly advertised and easy to access / use. |
| G4 | Store Experience | No | Store Service Quality | Additional product information can be gained by customer | Customer can gain additional product information, such as:
(a) Ingredients / Nutrition / Allergies data
(b) Country of Origin,
(c) Complementary / Supplementary / Matching products
Information can be gained in store through:
(i) Digital Kiosk,
(ii) Magic Mirror,
(iii) Augmented Reality apps
(iv) QR codes at shelves.
(v) Endless aisle product data
(vi) Smart Trolleys / Carts
No assistance by staff needed. | 0 - There are no self-help facilities to provide customers with access to additional product information (QR codes, scan & learn kiosk, rating & review from in store devices, etc. The customer cannot gain additional product information without store associate assistance.
1 - The customer can gain additional product information in store but only by accessing web/mobile site using their own mobile device. The customer must manually find the product they want to learn more about online.
2 - The customer can gain access to additional product information not generally available online or outside the store; such as quantity, locally sourced, or attributes about the specific item(s) in that store.
3 - The customer can gain access to additional product information using instore facilities such as: QR codes, Mobile scanning apps (barcode / photo / tags to obtain ratings/reviews), digital kiosks / digital displays (interact and learn more), Endless aisle product data, Smart trolleys / carts.
4 - The customer can gain access to additional product information using a range of innovative technologies: Magic Mirrors, Digital Changing Rooms, Augmented Reality apps to enable self-service learning with minimal "friction" in the experience. |
| G5 | Store Experience | No | Mobile Service Quality (In Store) | QR Code/Barcode/Item Label scanning with redirection to the optimised mobile shop | Determine how effectively the retailer / CP brand employs QR Code/Barcode/Item Label to provide customers with a link to the optimised mobile site. How are QR Codes/Barcodes/Item Labels deployed: on products in store, externally in advertisements or as part of innovative facilities (e.g. Wall in the metro)? Do QR Codes/Barcodes/Item Labels provide a connection between the real world and digital content on a shopper’s mobile device? Does the retailer / CP brand's app provide a universal QR code scanning facility; is it compatible with all QR Codes/Barcodes/Item Labels? | 0 - There are no QR codes evident in store. There are no QR codes placed in external media (advertisements, magazine articles etc.). The customer cannot gain access to the online shop by scanning a product's QR Code/Barcode/Item Label.
1 - There are QR Codes/Barcodes evident in store (e.g. shelf display codes, codes on packaging). The customer is redirected to the online shop when scanning a QR Code/Barcode/Item Label either on a product or in a brochure/catalogue/ newspaper inserts/print media advertising etc.
2 - The customer is redirected to the retailer / CP brand's optimised mobile site when scanning a QR Code/Barcode/Item Label either in store or outside. The QR Code/Barcode/Item Label provides a link to the item's product page; the customer can access product data and customer reviews to help their shopping decisions.
3 - The customer is redirected to the retailer / CP brand's optimised mobile site when scanning a QR Code/Barcode/Item Label either in store or outside. The QR Code/Barcode/Item Label provides a link to the item's product page; the customer can also compare features with similar products, and e-mail details to social media communities to seek advice. QR Code/Barcode/Item Label also link directly to coupons and offers that the customer can redeem.
4 - The customer is redirected to the retailer / CP brand's optimised mobile site when scanning a QR Code/Barcode/Item Label either in store or outside. The QR Code/Barcode/Item Label provides a link to the item's product page; the customer can access store inventory data (quantity, size and color currently in stock). The retailer / CP brand has integrated QR Codes/Barcodes into the design of shop window displays, broadcast media/commercials, wall in the metro, dynamic advertising poster in public place etc. |
| G6 | Store Experience | No | Store Service Experience | Comprehensive range of payment devices and payment methods | Determine what is possible:
(i) classical payment at checkout: cash, debit, credit
(ii) classical payment at either checkouts, scan & pay terminal or self-service kiosk
(iii) classical payment at retailer / CP brand-owned mobile device
(iv) mobile payment at customer-owned mobile device: smartphone, tablet, mobile wallet, contactless pay
(v) Innovative payment solutions: cryptocurrencies, smartwatch payment NFC, contactless payment, MST (magnetic secure transmission), Mobile payment apps: Apple Pay, Pay Point, PaybyPhone, EMV cards
| 0 - Payment can only be made through checkouts using classical payment methods (cash, debit, credit card)
1 - Payment can be made using either checkouts, scan & pay terminal or self-service kiosks. All applicable forms of classical payment / tender are accepted.
2 - Payment can be made using retailer / CP brand owned mobile device. All applicable forms of classical payment / tender are accepted.
3 - Payment can be made additionally on customer owned mobile devices (smartphone, tablet, mobile wallet etc.). All applicable forms of payment / tender are accepted.
4 - Payment can be made using innovative technologies: cryptocurrencies, NFC contactless smartphone payments, MST, EMV cards and Mobile Payment apps: Apple Pay, Pay Point, PaybyPhone |
| G7 | Store Experience | No | Pricing Integrity & Flexibility Rewards | Upselling with personalised vouchers | Ability to generate a voucher as part of the sales process in an individual manner, means dependent on shopped items or browsing or customer history.
The focus should be on the personalization of the voucher. It doesn't have to be a price reduction. | Yes: Personalized voucher is generated online or offline included as part of the standard sales process e.g. printed on receipt or within email or app notification. The personalization can be personalized discount, offer, message, or content.
No: No personalized voucher is provided |
| G8 | Store Experience | No | Store Service Experience | Queue busting with retailer / CP brand's device | Determine whether:
Either i) articles can be scanned at retailer / CP brand's device directly on the shop floor (e.g. employee tablet) and queuing up is only required for payment
Or ii) scanning and payment of articles can be made directly on the shop floor at retailer / CP brand's device (e.g. employee tablet, self-checkout kiosks)
Note: Mystery shoppers should plan to visit the store at a time when trade is expected to be brisk (weekends, early evening etc.) in order to review what measures retailers can take to manage queues. | Yes: Either i) articles can be scanned at retailer's / CP brand's device directly on the shop floor (e.g. employee tablet) and queuing up is only required for payment
Or ii) scanning and payment of articles can be made directly on the shop floor at retailer / CP brand's device (e.g. employee tablet, self-checkout kiosks).
No: The retailer has no capability for scanning products other than through traditional checkouts. |
| G9 | Store Experience | No | Endless Aisle / Save the Sale | Endless Aisle: Experience | Assessment of the retailer / CP brand's ability to offer an Endless Aisle facility with access to the full online assortment during the store visit? | 0 - There is no information about an extended assortment nor a facility to order products from the Endless Aisle in store other than the customer's own mobile device.
1 - Customers can access information about the extended assortment but only with assistance from a store associate who is limited to using a static screen which is linked to the online shop. Ordering products from the Endless Aisle is not a straight forward or user friendly process.
2 - Customers can access information about the extended assortment but only with assistance from a store associate who is limited to using a static screen which is linked to the online shop. Ordering products from the Endless Aisle is a straight forward, user friendly process.
3 - Touchscreen interactive kiosks provide customers with self-service access to extended assortment product information and reviews; empowering customers to make informed purchasing decisions.Ordering products from the Endless Aisle is a straight forward, user friendly process using the touchscreens available.
4 - The store associate armed with digital devices (e.g. tablet, iPad or interactive displays) can access the extended online assortment with the customer in the aisle at the shelf edge. The store associate can access product details, reviews and make comparisons to help the customer decide what to buy. The associate can check stock availability, process orders for the customer (including items that are out of stock) and take payments to remove friction and frustration from the sales experience. For those customers that prefer self-service there is also access to touchscreen interactive kiosks to view extended assortment product information and reviews. |
| G10 | Store Experience | No | Endless Aisle Delivery | Endless Aisle / Save the Sale: Home delivery / store pick-up | Assess the effectiveness and flexibility of the retailer / CP brand's ability to 'Save the Sale' and improve the shopping experience.
Can an Endless Aisle article (or an out of stock item) be ordered in store and then either be picked up in the store, or be picked up in a different store (nominated by the customer) or be delivered free to a specified address at a convenient time for the customer? | 0 - Articles from the Endless Aisle product range (or an out of stock item) cannot be picked up at the store, nor a different store nor sent to a specified address.
1 - Articles from the endless aisle product range (or an out of stock item) can either be picked up at the store or at a different store nominated by the customer.
2 - Articles from the endless aisle product range (or an out of stock item) can either be picked up at the store or at a different store (nominated by the customer) or sent to a specified address. The retailer / CP brand charges a delivery fee for this service.
3 - Articles from the endless aisle product range (or an out of stock item) can either be picked up at the store or at a different store (nominated by the customer) or sent to a specified address. The retailer / CP brand waives the shipping fee for this service, however the customer cannot specify a delivery timeslot that is convenient for them.
4 - Articles from the endless aisle product range (or an out of stock item) can either be picked up at the store or at a different store (nominated by the customer) or sent to a specified address. The retailer / CP brand's Endless Aisle capability allows them to see if one location is out of stock of a particular product, and if so look up inventory nearby and offer to ship the product directly to the customer or to somewhere they can pick it up at their leisure.The retailer / CP brand waives the shipping fee for this service. The customer can specify a delivery timeslot that is convenient for them. |
| G11 | Store Experience | No | Click & Collect | Click & Collect: Experience | Assessment of pick-up experience:
(i) Uncomplicated checkout-process, employee is competent and knows pickup process, pickup item is prepared
(ii) Fast, no standard line queuing necessary
(iii) Good quality (representative, place, easy to find, not necessarily a central pick-up station with payment etc.).
(iv) Contextual marketing offers or messages (e.g. push notification, vouchers), Up-selling / cross-selling offers are made
(v) Products are customer-friendly unwrapped or wrapped during handover
(vi) The retailer / CP brand offers innovative value-add solutions to support the Click & Collect process (Geofencing to alert customer's arrival / Drive through, Kerb-side pick-up, lockers etc.) | 0 - No Pick Up possible / Pick-Up experience is poor, it is not clear where to go for collecting goods. Assistants seem unfamiliar with pick up process.
1 - Pick-Up experience is adequate; one of the criteria is offered.
2 - Pick-Up experience is good; two of the criteria are offered
3 - Pick-Up experience is very good; three of the criteria are offered
4 - Pick-Up experience is excellent; four or more of the criteria are met and the retailer / CP brand is expecting the customer because they could notify them when they were on the way to the store (e.g. online or via app) |
| G12 | Store Experience | No | Return & Exchange | Return & Exchange in the Store: Experience | Assessment of return & exchange experience:
(i) Uncomplicated return-process (without any other process steps e.g. emails, printing, RMA)
(ii) Fast (after queuing up no longer than 2 minutes needed)
(iii) Good quality (representative, place, easy to find, etc.).
(iv) Able to perform blind returns (no receipt) with customer lookup of order for right amount of refund
(v) Self-service returns (mobile, online, kiosk), to be able to scan receipt, product/UPC and get an acknowledgement or RMA (return material auth), which can be used to avoid long return lines and allows to just drop off the return for evaluation and
refund.
(vi) The retailer / CP brand offers innovative value-add solutions to support the Return & Exchange process (Geofencing to alert customer's arrival etc.) | 0 - Return & Exchange experience is poor, it is not clear where to go for returning goods. Assistants seem unfamiliar with the returns process.
1 - Return & Exchange experience is adequate; one of the criteria is offered.
2 -Return & Exchange experience is good; two of the criteria are offered
3 - Return & Exchange experience is very good; three of the criteria are offered
4 - Return & Exchange experience is excellent; four or more of the criteria are met and the retailer / CP brand is expecting the customer because they could notify them when they were on the way to the store (e.g. online or via app) |
| G13 | Store Experience | No | Personalisation | Employee tablets show customer data | Rate how effectively the store associate can call up customer account & preference details on their mobile device to help provide a personalised shopping advisory experience.
Note: The mystery shopper should prepare questions to ask the associate to test their ability to leverage the account and preference data available to them. | 0 - The store associate either has no mobile device or cannot access customer account details using their mobile device even when the account number has been provided.
1 - The store associate can access customer account details using their mobile device. The store associate has no access to customer preference data. There is very limited scope for the associate to provide a personalised shopping experience.
2 - The store associate can access customer account details using their mobile device. The store associate can also access some customer preference data. The associate can provide an improved shopping experience by responding to customer specific enquiries, leveraging the data available to them, making relevant and timely recommendations.
3 - The store associate can access customer account details using their mobile device. The store associate can also access some customer preference data. Aggregated cross-channel loyalty data linked to the customer's unique account number is also visible (customer can get confirmation about their loyalty program status). The associate can provide an improved shopping experience by responding to customer specific enquiries, leveraging the data available to them, making relevant and timely recommendations.
4 - As above. Additionally the store assistant has access to a customer 'dashboard' which displays customer transaction history, preferences and cross-channel behaviour. The store assistant can use this information in real-time to improve the personalised shopping service that they provide for the customer. |
| G14 | Store Experience | No | Store Service Quality | Rate the digitally integrated store experience | Assessment of the digitally integrated store experience:
(i) Human interaction with empowered & connected store associates armed with iPads.
(ii) Interactive touchscreens / tables / kiosks to enable customers to access further product data and place orders
(iii) Digitized video walls; touch-enabled to allow customers to swipe through the catalogue looking for outfit inspiration.
(iv) Virtual reality experiences; live stream catwalk shows, interactive mirrors which allow users to try clothes on 'virtually' using a gesture based interface.
(iv) Location-based intelligence services; iBeacon precision marketing to alert customers about deals and items they may be interested in.
(v) RFID which triggers related catwalk footage when products are taken into a fitting room, or near a video screen.
(vi) Furniture visualizer, augmented reality homeware & furniture catalogue, design a room app or interactive screen functionality.
(vii) Virtual mannequins, virtual rail and smart hangers; show promotional video when garment is removed.
(viii) AR dressing rooms, virtual makeup mirrors
(ix) Mobile access to product data; QR codes, NFC-enabled shelf edge labels, scan as you shop, augmented aisles
(x) Digital showrooms to support experiential shopping, demonstrations, product customisations & modifications
(xi) Robotics
(xii) Wearable-tech enabled stores
(xiii) Dynamic digital signage, magic mirrors, digital window shopping and touchscreen tables & kiosks
(xiv) Proximity detectors & dynamic queue management | 0 - The digitally integrated store experience is poor; none of the criteria are offered.
1 - The digitally integrated store experience is adequate; two or fewer criteria are offered.
2 - The digitally integrated store experience is good; between three and five of the criteria are offered
3 - The digitally integrated store experience is very good; between six and eight of the criteria are offered
4 - The digitally integrated store experience is excellent; nine or more of the criteria are offered. |
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BUSCourseReadyRetail2018EvalutionDocument.xlsx
