eCommerce with a side of fraud mitigation for a nationally-recognized brand
When KitchenAid needed a quick solution, we jumped at the chance to design and build a custom landing page and more for the industry giant.
About KitchenAid
A nationally-recognized brand of kitchen appliances now owned by Whirlpool Corporation, KitchenAid was originally founded in 1919 by The Hobart Manufacturing Company to produce stand mixers. And although they’ve now manufactured millions of high-quality appliances for over a century, this is a convenient summary, since between July 2013 and April 2019, we handled television-promoted offers for stand mixers.
Deliverables
Improved eCommerce
User Experience
Marketing Landing Page
Custom Hybrid Fraud Mitigation System
The Mission
While running scheduled TV promotions on national news networks (CNN, HGN, NBC, and USA) for stand mixers and accessories, KitchenAid found that a segment of their customers were not completing purchases that they actually wanted to make.
Determined not to miss out on these sales, they needed a quick, secure eCommerce solution that aligned with scheduled television promotions and could accommodate large fluctuations in traffic.
Knowing that KitchenAid needed to be able to process thousands of orders per day, we set to work.
Quick & pleasant shopping experience built for every device
We built a landing page in PHP using the CodeIgniter framework that could process all of the orders that coincided with KitchenAid’s scheduled TV promotions. The landing page allowed visitors to easily shop for promoted products from the link provided in the TV ad rather than trying to find the promotion on the main website, and we built it specifically to accommodate large fluctuations in traffic.
Custom landing page to bring sales over the finish line
We built a landing page in PHP using the CodeIgniter framework that could process all of the orders that coincided with KitchenAid’s scheduled TV promotions. The landing page allowed visitors to easily shop for promoted products from the link provided in the TV ad rather than trying to find the promotion on the main website, and we built it specifically to accommodate large fluctuations in traffic.
Modifiable experience for future promotions
KitchenAid was able to reuse the same landing page for several different promotions. We updated the written and visual content on the landing page every few months to reflect KitchenAid’s newest TV offers and then coordinated the updated landing page’s launch time with the new TV spots.
Tailored hybrid fraud prevention system
As visibility increased, fraudulent activity also picked up. We tried using an existing API that rejected orders above a certain risk score threshold, but we quickly realized that KitchenAid’s customer service department needed a more fitted approach.
Our solution was to create a custom hybrid (manual and automatic) fraud mitigation system that blacklisted IP addresses, first/last names, and/or email addresses if credit cards were canceled following the initial payment for an order.
Working with KitchenAid’s collections and customer service departments, we were able to cross-reference orders to identify fraudulent activity patterns and create custom automated rules to discover and prevent repeat fraudulent purchase attempts. We then set up a daily export of failed transactions that fully integrated with KitchenAid’s contact management system (CMS) for further follow-up by their customer service representatives.
Results
KitchenAid was able to reuse the same landing page for several different promotions. We updated the written and visual content on the landing page every few months to reflect KitchenAid’s newest TV offers and then coordinated the updated landing page’s launch time with the new TV spots.
1000s of orders facilitated
The landing page made it significantly easier for KitchenAid’s customers to make purchases from the TV ad, so more sales were completed. Thankfully, we built the landing page to accommodate the high volume of transactions in response to the TV promotions. We call that a win-win.
In-depth fraud mitigation
Fraud management evolved from a solution “that worked okay” to a solution that worked best for the client. With our help, KitchenAid was able to identify and mitigate fraudulent activity before it turned into a much bigger problem for them.
Modifiable landing page for future promotions
We updated the landing page with information that reflected KitchenAid’s newest TV promotions, so they were able to reuse it for multiple campaigns spanning several years. This limited the amount of time and money spent on capturing related sales while still providing customers with a great experience.
