Kiddicare Increases eCommerce Order Conversion by 50%

READING - PETERBOROUGH - Until approximately a year ago, Kiddicare, the UK's leading retailer of baby goods, manually checked a large proportion of the eCommerce orders it received. Though the strategy successfully limited fraud, it was clear that in their zeal to weed out crime, Kiddicare was also rejecting some legitimate orders, not to mention incurring high costs for manual review. Clearly, Kiddicare needed to find a way to successfully automate its process and convert more valid orders.

To address that challenge, Kiddicare engaged 192business and CyberSource Ltd. 192business specialises in verifying the validity of name, address, age, and other information provided on an eCommerce order. CyberSource's Decision Manager fraud management tool automatically employs up to 200 global validation tests such as order repetition, geolocation and device intelligence, to help establish a transaction's trustworthiness.

The outcome for Kiddicare has been startling: over the twelve month period, orders rejected due to suspicion of fraud have been reduced by 50% while holding fraud rates low.

Scott Weavers-Wright, Kiddicares CEO, commented, "Kiddicares customers deserve to have a simple and positive experience when purchasing online, and the technologies from 192business and CyberSource have brought us to that point. Kiddicare can now confidently let more orders through while still preventing fraudulent activity."

Ian Green, Director at 192business, said, "Today's eCommerce merchants need to deliver a great customer experience while still managing the threat posed by card fraudsters. By combining technologies with CyberSource, our identity verification technology complements merchants' automated fraud screening to help boost the number of orders they can accept."

Simon Stokes, Managing Director, CyberSource Ltd., said, "Fraud hurts everybody the legitimate customer and the merchant. We are constantly developing tools that help merchants increase the accuracy of their fraud screening. The Kiddicare story shows fraud management is not just about lowering fraud, but also optimising revenue capture."



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. All the top nursery brands as well as three own brand ranges are available from and at the company's show room in Peterborough, the largest of its kind in Europe.

Kiddicare recently scooped the awards for Best Online Retailer (which they retained from 2009), Best Nursery Retailer and Best Nursery Product at the Mother & Baby Awards. Current holders of the Practical Parenting Award for Online Nursery Retailer of the Year, Best Customer Experience from the IMRG E-Commerce Awards, and double award winner at the 2009 Retail Systems Awards, Kiddicare prides itself on providing a customer centred service which includes services such as next day delivery as standard, and the convenient option to receive text message notification with details of a one hour delivery slot.

Kiddicare recently launched its innovative, interactive online Community giving customers the opportunity to ask questions and share answers, reviews and development ideas on a dedicated members' forum. Trained Kiddicare employees monitor and respond to posts offering further expert advice and opinion.

Kiddicare aims to make life easier for families by helping them find the best products to meet their unique needs and at competitive prices. A wide variety of over 4,500 products are stocked on the site. Alongside each detailed product description and imagery, Kiddicare customers can post their own written or video product reviews, which allow parents to make an informed purchase based on recommendations from other parents. The technologies implemented by Kiddicare to provide such a great business model, whilst still delivering an excellent user experience, has gained partner, Scott Weavers-Wright, seventh position in Retail Weeks 2010 Etail Power list of the top 50 most influential online retailers.

About 192business

192business is a leading provider of online identity verification solutions which enable companies to defend themselves against fraud.

By aggregating a range of public and commercial datasets, 192business helps ecommerce brands prevent identity theft, reduce chargebacks, and reject fraudulent transactions. The technology can be integrated seamlessly to go unnoticed throughout the online customer experience.

192business serve almost 1,000 clients including: Debenhams, Octopus Travel, Ted Baker, Figleaves, M&M Direct, Comet, and Robert Dyas.

About CyberSource

CyberSource, a wholly-owned subsidiary of Visa Inc., is a payment management company. Over 330,000 businesses worldwide use CyberSource and Authorize.Net brand solutions to process online payments, streamline fraud management, and simplify payment security. The company is headquartered in Mountain View, California with international offices in Reading, UK; Singapore; and Tokyo. CyberSource operates in Europe under agreement with Visa Europe. For more information, please visit Media Contacts:

Katy Wilkins 192business +44 (0)207 909 2352

Lucy Jones Noiseworks +44(0)1628 628080

Global Corporate Relations Contact:

Bruce Frymire CyberSource Corporation 415.932.2564


  More Latest News
more about payments

Copyright © 2011-2018 | | All rights reserved.   Legal   About Us