Case Study ASICS.pdf

Increased Trust Helps ASICS Build a Premium Brand and Customer Experience

Sean Condon, VP of Omnichannel at ASICS America

Product/Solution Used
Fraud Management

Time To Implementation
3 Months

THE CHALLENGE

Founded in 1949, ASICS is a leading provider of performance athletic footwear, apparel, and accessories, operating in more than 50 countries globally. Over the past 18 months, ASICS has transformed the business to reinforce its position as a premium brand and to create a seamless shopping experience, whether in-store or online. While this transformation has generated tripledigit growth, a legacy approach to fraud prevention caused business problems and increased customer friction. Traditionally, the company relied on the customer service team to manually review transactions based on a set of rules. During this time, the influx of new shoppers overwhelmed the manual review process resulting in more false declines and frustrated legitimate customers who flooded customer service with complaints. The company also faced the threat of placement into bank monitoring programs due to a spike in chargebacks. The renewed focus on OneASICS, the company’s loyalty program, and the introduction of new services like ship from store and click & collect added complexity, so ASICS had to act fast.

THE SOLUTION

After evaluating potential options, the ASICS team realized they needed an automated approach to fraud prevention that could scale to meet future growth and accommodate new services like buy online and return in-store (BORIS). By implementing Forter’s Fraud Management solution, the company has automated 100% of the online transactions. By combining AI technology with a vast network of global merchants, Forter has enabled ASICS to quickly identify legitimate customers with greater confidence, increasing approval rates while also decreasing false declines and chargebacks. But ASICS didn’t stop there. The company went all-in, taking advantage of Forter’s integration with Salesforce Commerce Cloud to ensure customers experience a friction-free buying journey leading to increased value and boosted retention rates. Best of all, the customer service team now spends their time delivering best-in-class service without having to worry about fraud.

THE RESULTS

Approvals

Approval rate increased from 95% to 99.52%
Declines reduced by 4.52%

Chargebacks

Monthly chargebacks decreased by 90%

Operations

Approach to digital commerce resulted in 11x ROI
ASICS teams spend the absolute minimum amount of time managing ! chargebacks, so they can focus entirely on keeping customers happy and engaged.

Paul Ljucovic, CFO for ASICS North America

About Forter

Forter is the Trust Platform for digital commerce. We make accurate, instant assessments of trustworthiness across every step of the buying journey. Our ability to isolate fraud and protect consumers is why Nordstrom, Sephora, Instacart, Adobe, Priceline and leaders across industries have trusted us to process more than $500 billion in transactions. Our deep understanding of identity and use of automation helps businesses prevent fraud, maximize revenue and deliver superior experiences for their consumers.