Is your brand positioned to thrive in this fast-moving omni world?
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Take this brief assessment to see how your brand stacks up.
Takes 4 mins
Compare your organization's omnichannel capabilities in nine key areas to industry benchmarks collected from nearly 400 global eComm leaders at brand manufacturers.
Select the one category that most of your products are in:
Baby
Consumer Electronics
Beauty & Cosmetics
DIY, Home Improvement & Gardening
Fashion, Apparel & Softlines
Furniture
Food & Beverage: Beer, Wine, & Spirits
Food & Beverage: Perishable
Food & Beverage: Shelf Stable
Home Appliances
Home Cleaning
Office Supplies
Personal Care
Next →
← Back
Pet Care
Pharmacy, Vitamins & Supplements
Sporting Goods & Outdoor
Toys & Games
Less than 10%
What percentage of your company’s overall annual revenue comes from eCommerce?
10% - 19.9%
20% - 39.9%
40% or more
Don't know
Decline -10% or more vs. LY
In the past 12 months, did your company’s total omnichannel/eCommerce sales $’s…
Decline -1 to -9% vs. LY
Remain flat vs. LY
Grow 1-9% vs. LY
Grow 10-25% vs. LY
Don’t know
Grow 26% or more vs. LY
In your organization's primary market, what's your approximate % market share of category sales $'s online?
10-25%
26% or more
Please describe the maturity level of your company in terms of organizing around eCommerce:
Just starting to operationalize and participate in eCommerce
Strong focus on eCommerce but still catching up to competition
Strong focus on eCommerce and keeping pace with the competition
Ahead of the curve and leading in eCommerce vs. the competition
Don't know / doesn't apply
Local leadership has articulated that eCommerce is a strategic priority
eCommerce is a strategic priority locally and measurable goals are established, tracked and communicated to organization
All of the above + goals are co-developed with key retail customer partners and part of regular updates and discussions
All above + each functional team in the business has specific eCommerce goals built into their strategic growth plans and annual performance review KPIs
What best describes strategy & leadership in your organization?
The organization has not been trained on eCommerce / Omnichannel importance and/or best practices
Relevant cross-functional teams have been trained on eCommerce / Omnichannel importance and/or best practices, but understanding is minimal across teams
Cross-functional teams have a solid understanding of the eCommerce basics and work with the eCommerce team on an ongoing basis for education opportunities
eCommerce is embedded within the organization and teams understand the importance and best practices to support ownership
What best describes eCommerce & omnichannel education progress in your organization?
We rarely or don’t discuss eCommerce in JBPs
We include eCommerce in our JBPs, but only sparingly and not as part of an integrated strategy
We include eCommerce in our JBPs as part of an integrated strategy, and share data & insights with retailers related to eCommerce multiple times throughout the year
In addition to sharing data, we set specific goals, requirements and budgets for eCommerce, and have plans to grow digital
What best describes retailer collaboration & joint business planning capabilities in your organization?
In addition to integrated planning and sharing data, we set specific goals, requirements and budgets for eCommerce, and have dedicated plans for digital growth
Do not have a dedicated eCommerce assortment strategy
Adapt our offline assortment to meet requirements or trends for eCommerce
Have dedicated product strategy and innovation process focused on eCommerce
Have dedicated product strategy and innovation process focused on distinct eCommerce retailer and fulfillment models
What best describes assortment and innovation strategy in your organization?
Basic content in place across most/all SKUs on key retailer sites
Basic content in place and aligned to industry/retailer best practices and enhanced content utilized for top SKUs
All of the above AND dedicated resources in place to action improvements and to actively audit retailer sites to ensure compliance / benchmark vs competition
All of the above AND utilizing analytical processes to identify content optimizations that drive brand sales lift
What best describes content management in your organization?
No dedicated retail media spend
Dedicated budget for retail media separate from brand budgets, covering some trade promotions and product launches
Dedicated budget and retail media is included as part of total retailer investment and incorporated in JBP negotiations
Dedicated budget, retail media is part of total brand media planning, and it is a priority vs. other media vehicles
What best describes retail non-search digital media planning in your organization?
eCommerce / Omnichannel sales performance tracking
Sales data plus Digital Shelf signals and reporting (i.e. Content Health, Online Share of Voice)
Sales and Digital Shelf data plus analysis of non-sales data sources (e.g., clickstream data, shopper panel)
All of the above plus the use of advanced analytics models and automations (e.g., predictive sales and inventory forecasting; casual analytics; regression or attribution modeling)
What best describes data & insights in your organization?
We are considering AI technology for future projects or have started testing for specific use cases but with limited success
We have successfully leveraged AI technologies in tests and are looking to scale the learnings of the tests based on the outcomes
Our team has AI built into workflows at scale to automate some of our team’s processes
We have widespread use and adoption of AI-driven processes that accelerate our eCommerce performance
What best describes advanced technology & AI in your organization?
Rare/no reporting or optimization for organic or paid
Regular (monthly or quarterly) reporting & optimization for organic & paid
Frequent (weekly or biweekly) reporting
Daily optimization for organic & paid
What best describes retail search media reporting in your organization?
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assessment results
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Based on your results vs. the benchmarks above, your core area for improvement is:
See my next best actions ↓
Accelerate your omni success by democratizing data & knowledge through cross-functional teams and retailer partnerships. Pro-tip: Carefully assess how you stack up vs. leaders, so you can focus on the right actions for growth. This chart pinpoints your organization’s biggest gaps in omnichannel maturity compared with industry benchmarks and the performance of leading brands in our survey. Using our Omnichannel Transformation Model, we’ve identified your top opportunities for growth as you continue the journey to omnichannel maturity.
crawl
You're keeping pace with evolving digital shelf capabilities, but there's more to do.
Take action.
eCommerce Assessment: capabilities & ways of working Omnichannel roles & competencies development eCategory leadership training
When it comes to accelerating omnichannel transformation, it's critical to implement education & practices to ensure your cross-functional teams operate as a well-oiled omni machine. Profitero partners with leading brands to achieve this through:
people
Retail digital media assessment Omnichannel data operationalization Online content assessment & benchmarking
When it comes to accelerating omnichannel transformation, brands with cutting-edge, data-driven approaches will be best positioned to leapfrog the competition. Profitero partners with leading brands to achieve this through:
PRACTICES
Channel strategy development JBP best practices & retailer playbooks Custom performance dashboards
When it comes to accelerating omnichannel transformation, creating “harmony” is a must for both customer relationships and tech stacks. Profitero partners with leading brands to achieve this through:
partnerships
Retail Search Media Reporting
Advanced Technology & AI
Data & Insights
Retail Non-Search Digital Media Planning
Content Management
Assortment & Innovation Strategy
Retailer Collab & JBP
eComm & Omni Education
Strategy & Leadership
4
3
2
1
N/A
Frequent (weekly or biweekly) reporting, no optimization
AI technologies are not currently used
Sales and digital shelf data are analyzed and combined with non-sales data
Retail media budget is separate from brand
Alignment with best practices and benchmarks, active site auditing in place
Dedicated product strategy and innovation process for all eComm
eComm is included in an integrated strategy with retailers
eComm training has happened but understanding is minimal
eComm is a strategic priority and measurable goals are developed with key retailers
Leaders score
Industry benchmark
Your score
Accelerate efficiency and growth by automating eCommerce workflows, and focus your efforts on high ROI actions informed by causal analytics. Pro-tip: Carefully assess how you stack up vs. leaders, so you can focus on the right actions for growth. This chart pinpoints your organization’s biggest gaps in omnichannel maturity compared with industry benchmarks and the performance of leading brands in our survey. Using our Omnichannel Transformation Model, we’ve identified your top opportunities for growth as you continue the journey to omnichannel maturity.
walk
You're building omnichannel ways of working, but need to pick up the pace.
You're doing ok.
Solidify your lead by driving maximum efficiency through high-ROI optimizations and cutting-edge automation tools. Pro-tip: Carefully assess how you stack up vs. leaders, so you can focus on the right actions for growth. This chart pinpoints your organization’s biggest gaps in omnichannel maturity compared with industry benchmarks and the performance of leading brands in our survey. Using our Omnichannel Transformation Model, we’ve identified your top opportunities for growth as you continue the journey to omnichannel maturity.
run
Overall, your company is leading the way in omnichannel maturity.
Good job!
