Jason Jeffries
13 January 2012
A new report from Experian Marketing Services found 72 percent of the top 100 ecommerce retailers are using address verification during online checkout, which helps capture mailing and email address data accurately from digital consumers.
"While this growth is encouraging, retailers now need to focus on accurately capturing not only mailing addresses, but also other forms of contact data vital to marketing and business success," said Thomas Schutz, senior vice president and general manager of Experian QAS.
The report recommended online retailers implement an address verification system on their ecommerce sites to improve their email databases, clear out inaccurate emails from the databases and validate new emails from new customers.
These databases full of customer information can also reflect purchasing behaviour, helping companies design campaigns that target a specific consumer base. Retail innovation firm Big Red Rooster conducted a study on the behaviours behind purchasing decisions of Millennial parents in particular, and found this group of young families is assiduously looking for discounts. Ninety-eight percent of the Millennial respondents said they pre-plan their shopping and 87 percent said they take extra steps to make each dollar count when shopping.
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