Guest blog by Egbe Manners, GI Consultant
One of my colleagues loves online shopping, so, when she moved to a new flat and her favourite home delivery services couldn’t find her address, she was frustrated. Increasingly having a successful delivery to her flat is becoming a differentiator to which online retailer she chooses. Is she expecting too much from online retailers?
Luckily, working at Ordnance Survey (OS), I know a bit about address data. I understand some of the challenges facing retailers to keep customer address data updated. It takes time, investment, and effort to maintain their mailing lists. However, it is worth the effort.
Having access to over 29.6 million addresses in Postal Address File (PAF) from Royal Mail, is a good starting point. However, finding those households within a building that has been divided could prove trickier. But this is made easier with the 12 million additional addresses that OS source from Britain’s local authorities.
A short while ago, my wife received two seemingly identical catalogues in the post from a well-known online fashion retailer. Both were addressed to our home, but the catalogues differed in two respects. Firstly, one was labelled using her maiden name, whilst the other used her married surname. The second difference was more interesting. The first catalogue promised a 30% reduction on all purchases as a loyal customer reward. The second catalogue promised a 20% reduction. This told me two important things: (1) my wife spends more with this retailer since we married; (2) the retailer in question has no master data management (MDM) strategy for addresses.