02 Nov 2021

How ThinkGeek made their ecommerce checkout ‘Warp Speed’

Steve Weiskircher, Chief Information Officer, ThinkGeek discusses Loqate's address verification and its importance as a component in its checkout process as part of techUK's Digital Identity Week #DigitalIDweek

ThinkGeek is an online retailer of quirky clothing, TV, game and movie collectibles, electronics, gadgets and a whole lot more. Whether customers are shopping for a loved one that’s into science or science fiction or just indulging their inner geek, ThinkGeek provides an ‘out of this world’ shopping experience and has adopted Loqate address verification as an important component in its checkout process.

Every expanding ecommerce business has to look at how it improves its customer journey and online buying processes, deploying address verification from Loqate in our website was one part of this. It has helped us reduce certain resources such as carrier assessed address correction fees.

Loqate simply works and works well. it was straightforward to implement and has improved customer address data and ultimately reduced mail delivery failure.



For us, it is hugely important to validate customers’ addresses because the fees associated with mail delivery failure can be very costly, as well as resulting in a bad customer experience. They are disappointed, and it costs us additional money to make it right. The process of having to resend something increases the postage cost to fulfil the order then you also end up paying either address correction fees to the carrier or return postage fees for an undeliverable package. These fees vary from carrier to carrier, of course, but range from one dollar to ten per package.

There are other real bottom line costs associated with reshipments – such as customer service time and warehouse repackaging costs. Additionally there are other costs that maybe less easy to determine. For example customer alienation, which is not necessarily isolated to a handful of customers as they are likely to share a bad experience with friends and family.

Loqate was a clear winner increasing revenue per visitor by roughly 1-1.3%.



The Loqate address verification technology works very differently from traditional US address look-up that validates post data entry. We chose to work with Loqate's solution, which validates addresses as they are entered, because it makes much more sense. The experience speeds up the customers’ address entry while also cleansing the data. Since this occurs at input we do not need to add more friction to the checkout process by validating on form submit and then prompting the customer again. Loqate verification mitigates the problems associated with raw data such as inaccuracies and reformatting errors. We were pleasantly surprised by how our site conversion rate increased after testing the Loqate address verification technology.

We chose Loqate over other possible vendors largely due to the ease of integration, the breadth of coverage (both US and international postal codes), coupled with an improved user experience. We did a thorough A/B test prior to the service’s deployment and Loqate's tech was a clear winner increasing RPV (revenue per visitor) by roughly 1-1.3%.

It simply works and works well. It was straightforward to implement and has improved customer address data and ultimately reduced mail delivery failure.


Steve Weiskircher, Chief Information Officer, ThinkGeek


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Katherine Holden

Katherine Holden

Head of Data Analytics, AI and Digital ID, techUK

Katherine joined techUK in May 2018 and currently leads the Data Analytics, AI and Digital ID programme. 

Prior to techUK, Katherine worked as a Policy Advisor at the Government Digital Service (GDS) supporting the digital transformation of UK Government.

Whilst working at the Association of Medical Research Charities (AMRC) Katherine led AMRC’s policy work on patient data, consent and opt-out.    

Katherine has a BSc degree in Biology from the University of Nottingham.

[email protected]
020 7331 2019

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Zoe Brockbank

Programme Coordinator, Policy, Tech and Innovation, techUK

Zoe is a Programme Assistant, supporting techUK's work across Policy, Technology and Innovation.

The team makes the tech case to government and policymakers in Westminster, Whitehall, Brussels and across the UK on the most pressing issues affecting this sector and supports the Technology and Innovation team in the application and expansion of emerging technologies across business, including Geospatial Data, Quantum Computing, AR/VR/XR and Edge technologies.

Before joining techUK, Zoe worked as a Business Development and Membership Coordinator at London First and prior to that Zoe worked in Partnerships at a number of Forex and CFD brokerage firms including Think Markets, ETX Capital and Central Markets.

Zoe has a degree (BA Hons) from the University of Westminster and in her spare time, Zoe enjoys travelling, painting, keeping fit and socialising with friends.

[email protected]
020 7331 2174

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