In February 2023, online fashion retailer Boohoo announced it will deliver to locations on location app What3words.
The app has divided the world into a grid of three-by-three metre squares with each square allocated a unique combination of three words, making them easier to find using smartphone navigation apps than traditional addresses and postcodes.
Building addresses can often lead to confusion, whether due to appearing inaccurately on the map or an entrance being shown at a different location to the map reference. Furthermore, postcodes (especially in the UK) often cover too wide an area while street names can be duplicated, leading to more confusion. By contrast, What3words locations are unique and fixed to a specific geographical point.
The launch will cover brands including Boohoo, BoohooMAN, Nasty Gal, Burton, Dorothy Perkins, Wallis, Warehouse, Coast, Misspap, Karen Millen and Oasis, appearing on the checkout page as customers check out. The news comes following What3words’ announcement of a partnership with DHL Parcel UK allowing customers to add a What3words location at checkout.
As well as reducing delivery frustration and waiting times for customers, the announcement will help delivery drivers to know exactly where to drop off items. While the app has previously been used for emergency services, the new partnership shows its commercial potential for optimising fulfilment.
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