The Challenge

GS1 manages a wealth of customer data. Its Microsoft Dynamics 365 system currently holds around 30,000 active business accounts, with around 150,000 active contact records. Traditionally, the company relied upon postal address data to communicate with their customers, via direct mail campaigns especially for financial purposes as part of their Annual Renewals. Over time, GS1 transitioned to email as their primary communication channel, often sending several email campaigns a week to their customer base. Email addresses are a key data component used to identify customers in their systems and associate relationships across our membership and services offered.

The team were committed to ensuring they had strong solutions in place to accurately capture and validate customer contact data and keep this data clean and up to date, to effectively reach and engage with their customers.

The solution

Real-time data validation

GS1 implemented Experian’s address and email validation solutions at various data capture points on their corporate website, customer portal and within their Microsoft Dynamics 365 platform.

Experian’s address and email validation APIs validate emails and addresses at the point of collection, instantly comparing against official data from Australia Post and email domain providers. The customer or employee is prompted to correct any misspellings before they are submitted. This all ensures the account and contact data gathered is accurate and complete, increasing postal and email deliverability rates.


By choosing Experian’s address and email validation solutions, the organisation has enjoyed the following results:

  • A consistent and positive experience regardless of where on the GS1 website the customer is entering their details.
  • Improved engagement with customers with enhanced email deliverability rates due to real-time email address validation.
  • Confidence that their data is always validated against the lastest datasets.
  • The ability to deliver a better customer experience by ensuring the data they hold is up-to-date, accurate and complete.
  • A significant reduction in manual effort to update, maintain and cleanse customer CRM data as it is validated at the point of entry and regularly corrected via bulk cleansing.

Consistent and positive experience

Improved engagement with customers

Confidence and ability to deliver a better customer experience

Microsoft Dynamics 365

GS1 use Microsoft Dynamics 365 as their CRM and Financial system. This provides a centralised solution to hold all their customer data, run their marketing campaigns and manage their finance and invoicing processes. To ensure consistency, GS1 implemented Experian’s certified data validation app for Dynamics 365.

An approved Microsoft solution, Experian’s app seamlessly integrates into Dynamics 365, to quickly validate and standardise postal and email addresses whenever a user creates or updates a contact, lead or account record. This ensures only accurate addresses and email addresses are captured.

What’s next?

GS1 Australia continues to work closely with Experian to explore ways in which their existing data validation tools can be enhanced to maximise their full potential, as well as considering additional tools to further support their data quality strategy.

About GS1

GS1 Australia powers its daily operations and boosts engagement using valid and accurate customer contact data.

GS1 Australia is a leading, not-for-profit organisation that develops and maintains global standards for efficient business communication. Best known for the barcode used on products worldwide, GS1 standards and services improve the efficiency, safety, and visibility of supply chains in 25 industries. With local member organisations in 116 countries, 2 million user companies and 6 billion transactions daily, the GS1 system of standards is the most widely used supply chain standards system in the world.

We have enjoyed a long partnership with Experian. The technical teams are fantastic to work with, providing a quality service. They are highly knowledgeable and always act quickly to respond to any questions we have.

Tavita Maanaima – Chief Information Officer, GS1 Australia

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