Webinar ‘Addresses’ a Problem

* customer demand for fast checkouts; and

* customers’ concern for how their data will be used.

These areas need to be shored up before launching the address verification system, McGehee cautioned.

5. Another opportunity for interaction. By collecting this information at the point of sale, companies gain another opportunity for interaction with customers. This allows you to get the correct information as it’s being entered, preventing inaccuracies from the point when the data enters your system, McGehee said. This is especially helpful with high-problem areas such as missing apartment numbers and directional information for a street, which can render an address useless to a marketer.