The retail calendar is filled with special occasion dates. Whether it’s a birthday or Mother’s Day, these time-sensitive celebrations can put extra pressure on retailers to make sure gifts, cards and flowers are delivered on time and to the right location.
On Valentine’s Day this year, many customers were left furious after several gifting retailers failed to deliver on time. Customers took to social media to complain and subsequent stories were published in the media naming and shaming the brands involved.
There’s no denying that failed or late deliveries can impact customer satisfaction and damage a company’s reputation. But they can also have severe financial implications. In fact, in the UK, a failed delivery costs a business an average of £11.60 each time it happens according to our latest research.
So, how can retailers avoid the fallout caused by faulty fulfilment, and instead delight senders and recipients with accurate, timely deliveries?
Capture accurate addresses in real-time
Capturing a customer’s address accurately isn’t as easy as you might think. Whether it’s a lapse in concentration, a slip of a finger on a mobile device, or a missed field, customers can often accidentally provide incomplete or inaccurate data. And this faulty data impacts on your ability to deliver to the right address, leading to delays, customer frustration and costly redelivery fees.
A real-time type-ahead address capture tool allows you to collect accurate customer addresses at the point of entry in your online forms and checkouts. Not only is it the quickest and easiest way to capture address data, it’s also the friendliest solution for mobile commerce.
One brand making sure they always deliver on time for special occasions is Bloom & Wild. The company’s intuitive website means that within a few clicks, a flower arrangement can be successfully delivered to and received by any address in the UK and beyond. Type-ahead address technology has helped the brand double its conversion rates and enhance user experience.
Prevent common errors with fuzzy matching
Fuzzy matching is the term used for matching two searches that are not 100% the same and is the reason you get relevant results, even if there’s a typo in your address search.
A fuzzy matching tool detects missing letters, spaces, transposed letters, misspellings and abbreviations and automatically finds the correct address to provide cleaner, more accurate data.
For example, a customer might type ‘raod’ instead of ‘road’ or abbreviate Boulevard to Blvd. Fuzzy matching recognises these common mistakes, identifies the address the user is looking for, and returns the full, valid address.
This tool is particularly useful for mobiles and tablets, which may produce more typos, and for customers sending gifts directly to others if they don’t know how to spell the recipient’s address.
Find an address in one tap
Speed and convenience are key driving factors when buying online, particularly when using mobile devices. In 2019, one third of all online shopping was done through mobile devices in the UK. And data suggests that mobile commerce revenues will continue soaring in the coming years.
With this in mind, it’s crucial that retailers create online experiences that are as frictionless as possible. One way to do this is by implementing a geolocation tool at the stage of customer address entry. Using single-tap technology, geolocation allows users to click a button and their current location is found, eliminating the need to even enter an address.
As well as minimising cognitive load and greatly reducing address entry errors, geolocation reduces friction, resulting in happier customers, higher conversion rates and improved data quality – all in a single tap.
Still not convinced? Find out how leading womenswear brand, Hush, uses geolocation to create an enhanced mobile experience for its customers.
Give your data a spring clean
Data quality is the foundation of any business. Without it, your business efficiency, customer management strategy and reputation could all be compromised.
eCommerce businesses naturally accumulate a considerable amount of customer data. But with data decaying at a rate of 20% per year, key information such as address data can quickly become outdated.
Data cleansing involves reviewing all the data within a database to either remove or update information that is incomplete, incorrect, improperly formatted, duplicated or irrelevant. In doing this, you enhance customer communication, comply with legalisation like GDPR, and avoid costly errors such as late or failed deliveries.
Want to know how your data measures up? Take our free data health check and see how accurate your data is. You can decide afterwards whether or not you’d like the data cleansed.