Kiddicare - a fraud prevention case study

The Background

Established in 1974, family run Kiddicare is the UK’s number one online nursery retailer, supplying a wide variety of baby products and accessories, including prams, pushchairs, car seats, baby furniture, and baby equipment. The company stocks over 4,500 products all of which are available on its site.

Kiddicare has won several e-commerce and customer service awards and launched an interactive online community for its customers. The company prides itself on the positive online customer experience which is pivotal to its success.

“It is essential for Kiddicare’s customers to have a simple and positive experience when purchasing online. With the help of the 192business ID Check Kiddicare can now make smarter decisions and let more legitimate orders through from genuine customers while still preventing fraudulent activity." CEO, Kiddicare 

The Challenge

Fighting fraud has always been a top priority for Kiddicare. However, through using a manual checking process the partnership believed they were rejecting too many potentially legitimate orders from too many valuable customers.

The company wanted a solution to prevent fraudulent transactions without the need to cancel orders and without affecting the customer experience online. It was also important to minimise the need for human intervention for any suspicious transaction.

The solution

Kiddicare decided to implement a customer identity verification tool from 192business which could be used to check any suspected fraudulent transactions identified by its system. The suspected transaction would be compared to a number of data sources to confirm proof of identity, that the customer exists and they are who they say they are.

In addition, the team was also blocking potential fraudsters through theuse of ‘Fraud Screen’ - a data sharing service which alerts the team to potential fraudulent transactions, by screening against a list of known or suspected fraud records. This database benefits from details including name, billing address, delivery address, and IP address and is continually updated by registered ecommerce brands.

The Benefits

The Fraud Prevention Team at Kiddicare found that it was able to reduce the number of transactions being cancelled, due to fraud concerns, through verification of customer identity. Plus, with the new technology in place, the fraud team is able to deal with the influx of transactions, as the number of orders they receive continues to increase. The company can now accept more valid customers and increase revenues without the worry of letting fraudulent transactions through the website.