The Retailer Summer Edition 2021

SUMMER 202 1

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Sowhat can you do? The common thread in all these scenarios is authentication. Often the challenge for retail businesses is balancing user experience with necessary security. With advances in digital technologies (just as there has been in bots), this needn’t be the case. By adopting an approach that recognizes the customer from the first interaction, organiza- tions can Start More Certain. A strategy that passively identifies the customer at the very outset of the journey reduces friction, builds trust and importantly, keeps the bots at bay. Technologies that use layered intelligence (such as Callsign) combining traits such as device fingerprinting (that isn’t reliant on cookies) with behavioral biometrics such as keystroke dynamics will help to ensure that not only are bots detected, but they are also blocked from being able to access systems. This same protection can be applied to guest checkout experiences, such as being able to detect (from input methods) whether a user is genuine or fake. Even aspects such as location can play a role in detecting customer fraud. Bots aren’t going away; in fact, we’ll need to learn to live with them. The challenge is bal- ancing fraudwith customer satisfaction. It’s not something that will be solved overnight but, with the right digital technologies it’s certainly going to be a lot easier. Find out more at www.callsign.com

Amir Nooriala sales@callsign.com www.callsign.com

Identifying the customer at the very outset of the journey reduces friction, builds trust and keeps the bots at bay” ‘‘