A recent InternetRetailing webinar, “How Hush are using enhanced location data to delight their customers”, focused on the key role of accurate addresses and enhanced location data in customer service.
The discussion featured Liam Hewitt, Senior eCommerce Manager at Hush and Matthew Furneaux, Global Commercial Director at Loqate, a GBG Solution. It also featured Liz Morrell, Research and whitepapers editor for InternetRetailing, who recently worked on a whitepaper with Loqate on the opportunities offered more enhanced location data intelligence.
Matthew Furneaux gave an introduction about Loqate’s solution, which offers real-time address verification for ecommerce websites. Customers can input their address in different formats and automatically receive suggestions. He shared stats saying that:
- 52% of retailers believed location data is important or critical in operational efficiency
- 44% of retailers said that the top area where location adds value is in increasing revenues – through reducing failed deliveries, operational improvements or more targeted marketing activities
- 54% of consumers were put off shopping online by the risk of failed delivery
“If you know where your customer is and you can reach them in a way that is both suitable for what they’ve requested from you and the terms of the environment that you look to enter into that relationship, then we know that’s going to create really strong and valuable customer experiences,” he said.
Liam Hewitt of Hush explained how Hush was using Loqate’s solution on its website. Reducing the number of incomplete and poorly filled out address forms means fewer missed deliveries, reducing time in the warehouse and mis-pickings.
Hush originally used Loqate address lookup on desktop and mobile checkout and the catalogue sign-up page. It shaves 3-4 seconds off the mobile basket, Hewitt estimates.
It then added GeoLoqate in August. A feature on the desktop and mobile address, this brings up a list of nearby addresses based on the consumers’ IP address. This has helped drive an increase in mobile conversions.
InternetRetailing’s Liz Morrell outlined the vital importance of the delivery experience in customer service.
The presentation closed with a summary of key learnings and was followed by a short Q&A section. To watch the webinar again, click here.