Today, instant gratification rules all. Including customer experience, where things like in-store pickup and digital downloads have become a must have for merchants.

This is perfect for consumers. It’s also perfect for fraudsters — because items aren’t shipped to a recorded address, the transactions bypass a critical risk control for merchants.

The new reality is that customer experience is paramount. And it’s very unlikely we will ever go back. People want things, and they want them now. If you can’t provide that experience, they will shop with a merchant who can.

Aside from purchases that involve a house or an airplane, most people don’t want to jump through hoops to verify identity.

So, the big question is: How can you provide optimal customer experience and manage risk, without adding friction?

Go beyond transaction data

In the age of the one-click purchase, it’s very important to build a clear picture of who is behind a transaction. Verifying only standard transaction data, such as name or address, opens a lot of gaps. There’s no way to tell if the person behind them is actually a fraudster using stolen information.

The email address is perfect here. It’s already collected during every transaction. There’s also lots history with an email address that is hard to for fraudsters to fake. This includes if the email account is active and valid, tenure, ownership and previous transaction behavior.

Using this process up-front empowers fraud managers with intelligence for accurate evaluation. Plus, it can scale to meet increased demand.

The future: a frictionless buying experience

Fraud controls that frustrate customers and cause abandonment costs more revenue than fraudsters. In 2015, false positives cost retailers a staggering $118 billion. Actual fraud cost was only $9 billion.

Each extra step to confirm identity represents friction to your customers. The last thing anyone wants is a hassle.

Download our latest white paper to discover how the email address can help you balance great customer experience with effective fraud detection.