Firmoo reduced address-related complaints by 66% using GBG Loqate

Firmoo is an online optical retailer that serves millions of customers across 23 countries spanning North America, Europe, and Asia. Most people prefer to purchase eyewear in person to try out the style and prescription, so Firmoo offers customers a 60-day return policy and a 365-day product warranty.

In some extreme cases, we even had to ask our customers to check their neighbour’s mailbox to see if the package had been delivered… After implementing Loqate, our checkout process and overall customer experience have become much more seamless. 

- Niu Dong Zhi, Product Director

Challenge

As a global company operating 23 localised e-commerce platforms, last-mile delivery has been a significant barrier to scale for Firmoo. The company was facing an increasing volume of undelivered packages, particularly in regions with complex or inconsistent postal systems. Customers frequently entered incomplete or inaccurate address data, omitting postal codes, using PO boxes for restricted items, or entering mismatched city-province combinations.

In 2022, more than 38% of the company’s delivery-related support tickets stemmed from address issues. Every failed delivery costs the company an average of $6 per package, not accounting for its impact on customer service labour, packaging waste, and loss of goodwill. In peak months, delivery failure rates exceeded 3% in certain markets, prompting emergency resource reallocation from growth-oriented initiatives to address verification and damage control.

Traditional tools used to mitigate these issues did not support non-standard address formats in countries like Japan or Brazil, lacked the real-time correction for typos, and offered no validation logic tailored to localised postal conventions. Most customers didn’t know they had entered flawed data in the first place, leading to confusion and eventual distrust in the brand’s ability to fulfil international orders reliably.

Solution

Firmoo understood that it needed to address the issue at the source, before orders even entered the fulfilment pipeline. Loqate’s Capture solution emerged as the top choice for real-time address lookup and autocomplete, delivering verified and precise delivery addresses that are fully compatible with postal systems across all 23 countries where Firmoo operates. It could scale, adapt to local languages and formats, and offer data precision without interrupting user flow.

Customers did not have to enter their full address, nor remember their postal codes. Loqate could accurately fill out the missing information through autocomplete suggestions, automatic typo corrections, and validation based on localised postal rules, thereby minimising human error.

Loqate also confirmed and verified address accuracy in real-time, ensuring addresses were completely and properly structured to be fulfilled by downstream carriers.

Smart address verification at the point of entry not only prevented shipping failures but also unlocked system-wide improvements in logistics, customer support, and international trust.

Result

From 38%, Loqate was able to reduce the number of address-related customer complaints to 13% since implementing Loqate in March 2022, replacing traditional tools like Google’s address lookup.

Loqate’s Capture was first implemented on Firmoo’s North American website, resulting in a 54.51% reduction in address-related logistics issues. Following this success, Firmoo expanded the solution across all its global websites, which led to a two-thirds decrease in logistics issues overall – now consistently maintained at just 13%. Customers completed their checkouts faster, with fewer formatting errors, and Firmoo’s logistics teams reported a visible decrease in packages marked as “undeliverable” or returned due to address errors. This included complex regions like Japan, Brazil, and Southeast Asia, where postal systems vary not just in structure but in character sets, suffix logic, and geographical hierarchies.

More than 60% of redeliveries were eliminated, saving significant costs in shipping, packaging, and labour. This also freed up time for fulfilment teams, who no longer needed to manually verify problematic addresses. The checkout process – once a friction point – became a silent enabler of logistics precision.