Sportswear retailer: Fake User Creation Protection

 
 

This fortune 500 sportswear retailer’s e-commerce site, and consumer apps, relied primarily on the use of email addresses for user ids. We determined that a high percentage of fake user accounts were being created with bogus email addresses, leading to increased operating cost. The costs were comprised of three main factors; intake of the fake data, constructing and sending registration confirmations, and storage of the the fake user account data. The bulk of these fake accounts were used to gain an increased chance of purchasing high demand, limited release products. These products were then often resold at a tremendous profit.

 
 
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Cost Reductions of $45,000 and 55% Fewer Fake Accounts Result in Huge Win.

 
 
 

We increased the chances for legitimate customers to obtain high demand / limited release products

 

By reducing creation of fake accounts and subsequently hampering scalpers in their efforts to unfairly game the system, we helped give real customers a better chance to purchase highly sought after, limited release products. The net effect, resulted in higher brand loyalty for our customers.  

 

Blocking fake user creation reduced system load 

TechSparq was an integral part of the team that worked to identify patterns used to block registration of fake accounts. We were directly involved in the design, implementation, testing, and verification of the logic to block creation of these accounts.  By thwarting rogue access to the system, we significantly reduced system demand and ultimate load. This was a win for our client, reduced AWS server hosting costs, and a win for our client’s customers who saw improved system performance.

 

Eliminating fake user creation resulted in significant cost savings

We gathered data from multiple sources to identify and stop the ‘bad actors’ who were attempting to gain an advantage over every-day consumers, saving operating costs for our client in the bargain.

Every new customer who registers for a user account, receives a registration notification at a cost of $0.03 each. Storage and I/O costs for all new user accounts were also reduced by over 50% due to these measures. By eliminating these fake accounts, we effectively reduced user account ingestion and storage costs by over 55%. 

 
 
 
 

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