Retailers Struggle With Multichannel Contact Data Accuracy

Shoppers are demanding more from retailers as a shift is taking place in terms of how consumers want to interact with their favorite brands. Retailers must worry about brick-and-mortar stores and e-commerce sites, but also mobile apps and social media developments.

Recent Experian QAS research was conducted to review this multichannel strategy and how it's affecting overall contact data quality. Contact data affects many retail practices, from product shipment to segmentation and marketing. To keep operations streamlined and customer service high, retailers need to consider maintaining contact data accuracy throughout their business channels.