# Account Takeovers

## New User Missed Opportunity (NUMO)

# Omni-Channel Experiences

A new era of eCommerce brings new challenges

**208%**

**INCREASE IN BOPIS/**
**CLICK AND COLLECT**

The global pandemic changed the way businesses interact with their customers. For example, Buy Online Pickup In-Store (BOPIS) or Click and Collect, increased 208% as a means of limiting contact. Naturally, Buy Online Return In-Store (BORIS) also grew substantially. The rapid growth of these channels—and consumer expectations of integrated, omni-channel experiences—makes it increasingly necessary for businesses to have a 360-degree view of the personas they interact with.

Let’s start by getting the obvious out of the way—the global pandemic has accelerated the shift to eCommerce. In 2020, eCommerce exceeded $4.3 trillion dollars, a volume originally forecast for 2025; in just 12 months, we’ve leapt forward five years. So, while the surface area for fraud and abuse has grown, the real focus for businesses has to be on growth.

That has created new opportunities and new challenges for any business transacting online. Let’s focus on three:

## Apparel & Accessories

**Annual Ecommerce Revenue Optimization Report**

### About the report

Forter optimizes genuine customer experience and lifetime value by solving for the root causes of eCommerce fraud and abuse. More than 10,000 businesses benefit from our technology, representing more than $250 billion in annual gross merchandise value. As a result, we have access to a unique dataset of eCommerce interactions with insight into emerging trends and tactics, and a customer base on the cutting edge of problem-solving. In the following micro-report, we’ve summarized the critical data points and ideas specific to the apparel and accessories industry.

### New business challenges

#### The power of the persona graph

### Calculating the business impact

### Emerging eCommerce trends

## Calculating the real impact of NUMO

We've highlighted the overall risk of NUMO, but let’s provide a simple calculation specific to Apparel & Accessories. Our data shows the value of transactions from new users represents 4% of gross merchandise value. In a simplified formula, if you have:

Without Forter, the rejection rate for new users would be approximately 6x greater, so these businesses would be rejecting up to 3% of new user transactions. That means they would be generating:

$500M  
$20M  
$0.5M  
$2.5M  
$10M

in annual gross merchandise value

of those transactions are from new users

LESS revenue

lost annual gross merchandise value

lost customer lifetime value

But that’s an example with Forter approving transactions based on our Persona Graph. Let's assume the average approval rate for all transactions is approximately 99.5% (0.5% rejection rate).

That’s NUMO, and it makes for a compelling case to invest in solutions that optimize genuine customer experience and lifetime value.

### Looking ahead, we see 3 emerging trends for leaders to track

1. **Omni-channel exposes more surface area.**
   As noted above, consumer expectations are evolving and include new interactions: BOPIS, BORIS, one-click purchase, same-day delivery and more. As businesses respond by introducing these options, fraudsters are shifting too. Bad actors understand that new offerings are less mature and therefore potentially less protected. Businesses can best serve their customers when they have a complete picture of the personas they are doing business with across these touchpoints.

The common thread in the above three trends (and the completed circle from our opening) is the increasing scale of eCommerce. Businesses today have to be able to deliver differentiated customer experiences and fight fraud and abuse—across more touchpoints and at unanticipated scale. That is precisely why leaders trust Forter; to bring insight and expertise to new opportunities, to provide the largest Persona Graph on the planet, and to apply automation that drives outcomes at scale.