Database Marketing

Retail Reach offers retailers a unique resource for consumer data. For existing Equifax Check authorization customers, Retail Reach delivers name/address, date of birth and check transaction data on their check writing. For non-Equifax Check Services Customers who provide driver's license numbers, Retail Reach provides name /address and date of birth using the same system but not transaction data. Retail Reach's key feature provides that the only required input from the customer is a driver's license (DL) and the corresponding state of issuance.

Today's retailers need to capitalize on proprietary data to efficiently build loyalty and to retain their customer base. Retail Reach offers a unique, high-quality consumer database product certain to make a major impact on both Equifax Check Service and non-Equifax Check Service customers. In contrast to a list, Retail Reach delivers information only on those consumers that have made purchases in the retail establishment or the Retail Reach purchaser-not simply on those who fit a profile. Although Equifax cannot guarantee 100% accuracy in the names and addresses delivered-no company can-Equifax guarantees 100% accuracy that the names and addresses produced are based only on that particular retailer's activity.

As an overview of how the product works, a database stores thirteen months of historical check transaction data, which includes DL. This file updates monthly so that when the most current month is added to the database, the oldest month is dropped. This process ensures that the data always includes the holiday season. The database matches the DL's associated with the check transactions within this database against another database comprised of more than 130 million DL records with a corresponding name/address and date of birth. The DL provides the common link. The process results in a name/address associated with a transaction. A summary report can be generated that shows the success of a customer's match based on current check transactions.

No other check authorization company offers this service. And for the few non-check companies that do provide a DL conversion service, none provide check transaction information.

Contact: Karen Nichol, 409-890-1692, karen.nichol@equifax.com, 103 Panorama Drive, Conroe, Texas 77304