CASESTUDY 35
E-TAILER BENEFITS FROM TOKEN BUZZ
When
Bee.com wanted an easy and fast way for its customers to pay online without the hassle of re-entering their details every time they came back to the site, Sage Pay’s Token system fi tted the bill
B
ee.com sells DVDs, games, music CDs and other entertainment products throughout Europe. It was launched in November 2010 by MBL
Group, the largest entertainment distributor in the UK, as its fi rst business-to-consumer offering. Having worked in the e-commerce industry before,
for
Play.com, The Hut Group and other online retailers, managing director Gian Luzio realised the three most important things to a business are product, price and service. Luzio wanted to improve the service he was providing to customers by capitalising on the latest payment security developments around tokenisation. Already providing both free delivery and free
returns, the
Bee.com team wanted to make the checkout process as simple, yet as secure as possible. “I had an idea of how I wanted the checkout process to work and it didn’t involve the tiresome task of customers having to re-enter their contact details every time they bought from us,” said Luzio. Luzio continued: “Before the Token system became
available, we had two choices: build a PCI [Payment Card Industry] Level 1-compliant server and put in place as many security measures as possible to protect the customers data or never store any credit card information. The fi rst option was extremely risky, as being in charge of sensitive data could open up our business to a data breach, and the second choice meant the customer would have to re-enter their details every time they purchased. This seriously damages both customer experience and loyalty.” When Luzio and the
Bee.com team heard about
Sage Pay’s new bolt-on they were pleased that they had found a payment processor that could offer them the functionality they needed. Sage Pay’s Token system provides a simple and secure way of processing transactions that reduces the burden of PCI data security standards (PCI DSS), removes the need for returning customers to re-enter their card details and most importantly for
Bee.com, provides that all important checkout simplicity. The token system enables merchants to convert credit card details into tokens or card number aliases. Sage Pay then securely stores these details for
Bee.com and provides them with the tokens to store on their own servers and use to process transactions. “By Sage Pay storing the actual card details, the risk of a
JANUARY/FEBRUARY 2011 RETAIL TECHNOLOGY
data breach for us is massively reduced because these ‘aliases’ mean nothing to anyone but Sage Pay. Using the Token system has made it easier for us to gain PCI DSS compliance.” As well as the Token system, protecting the business and consumers from card fraud was essential to Luzio and his team. For this,
Bee.com also makes use of My Sage Pay, the account administration area. Here,
Bee.com can set up rules and check the fraud screening results of every transaction. “The fraud checking system has been invaluable in
preventing fraud, which would have been in excess of £10,000 a day without it,” commented Luzio. Although not able to say specifi cally that Sage Pay’s
Token System has increased the number of returning customers to the site,
Bee.com enjoys a very high repeat purchase rate. Luzio concluded: “In a sentence, the Token system reduces costs, improves security and increases repeat purchases. It’s fantastic!” Sage Pay is offering new and existing customers one month’s free token storage for those who sign up during February 2011.
By Sage Pay storing the actual card details, the risk of a data breach for us is massively reduced… Using the Token system has made it easier for us to gain PCI DSS compliance
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