deloitte 2009 retail business assessment

deloitte 2009 retail business assessment - Deloittes 2009...

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Deloitte’s 2009 Online Retail Business Capability Assessment Measuring the leaders and the laggards
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Deloitte’s 2009 Online Retail Business Capability Assessment: Measuring the leaders and the laggards E-commerce is becoming a major driver of growth in the current retail environment. More than ever, retailers depend on the online channel to grow their top line. To compete for a more sophisticated and demanding consumer, retailers are constantly striving to improve the customer experience. Specifically, we know that retailers are looking at how their online presence can support and enhance that experience.
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Deloitte’s 2009 Online Retail Business Capability Assessment: Measuring the leaders and the laggards 1 Introduction and research overview To assist retailers in evaluating their overall customer experience, Deloitte performs an annual benchmarking assessment of the business capabilities of the online channel. Deloitte’s Online Retail Business Capability Assessment benchmarks the top 80 online retailers in terms of revenue as defined by Internet Retailer’s “Top 500 Guide.” These 80 online retailers account for over half of the revenue of the entire US online retail market. 1 Deloitte’s methodology utilizes a framework of 135 measurable and consumer-facing business capabilities to access a retailer’s online maturity level. The top 80 online retailers were evaluated against the 135 capabilities, and an objective maturity score on a 0 to 4 scale was assigned to each. Deloitte used its extensive business knowledge to assign maturity-level descriptions to the score of each capability to provide a guide for assessment (see Figure I). Figure I. Maturity level example criteria Maturity score Example capability evaluation criteria: wish lists 0 Non-Existent Wish lists are not supported 1 Basic Basic wish list functionality is supported 2 Intermediate Wish list products can be added directly to a shopping cart 3 Advanced Wish lists are shareable through email 4 Super Wish lists are shareable through user access rights The 135 capabilities are organized into 14 summary capability groups designed to provide a competitive snapshot of the industry, retail segments (e.g., computer/ electronics, mass merchants, toys/hobbies, etc.) and each individual retailer (see Figure II). The end result is a collection of over 54,000 data points of valuable benchmarking information. Highlighting this value, Deloitte collaborated in 2009 with Forrester Research’s annual fielding of “The State of Retailing Online,” a Shop.org study. Deloitte’s Online Retail Business Capability Assessment provided Forrester with an objective evaluation of capabilities that are becoming increasingly important in the e-commerce market. Figure II. Deloitte’s online retail business assessment - 14 capability groups Capability Capability description Customer service Retailers provide users with multiple ways to get help and contact customer service.
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