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Store Locator
One of the most widespread uses of geocoding technology is in store/dealer
locators. Businesses utilize geocoded data to ascertain proximity to potential
customers, distance to suppliers and competitors, service areas and delivery
routes.
You’ve probably experienced a locator lookup yourself – maybe to find a
restaurant, pet shop or for instance, your mobile service provider’s closest
store to your home or work.
But without accurate addresses, it would be difficult to obtain accurate
geocoding. For instance, a geocoding application might not recognize the
difference between 123 Elm St. and 123 S. Elm St., which could be two different
addresses located miles apart. A bad address diminishes the accuracy of a store
locator – it’s the biggest reason why some store locators get it wrong.
That’s why organizations are more proactive about integrating address
verification routines along with their geocoding initiatives.
Dansko – the footwear manufacturer and distributor known for its popular
“stapled clogs” – successfully integrates
address verification technology as
part of its geocoding solution. Dansko distributes its footwear to more than
3,500 retail locations, selling its products through specialty retailers and
online shoe venues.
Dansko.com features a “Find a Store” lookup function, which enables shoppers to
locate Dansko retailers by entering a ZIP Code or city. After typing in your ZIP
Code or city, the “Find a Store” function will do a radial search from 10 to 50
miles and display a listing of local retailers that sell the Dansko brand – even
right down to the shoe style and color level. To do this, Dansko checks its
shipping history to see if a set minimum quantity of a particular shoe/color was
shipped. This would mean that the retailer carries the shoe in its inventory.
By integrating address verification and geocoding technology into their Web
sites, Dansko creates an enhanced, personalized experience for online visitors
and drives foot traffic to their retailers’ stores.
Back to Point A to
Point B: Different Geocoding Approaches
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