Since Dalenys’ inception in 2012, Pêcheur.com and Dalenys have been partners. On Dalenys’ 10th anniversary, Faustin Falcon, CEO of Pêcheur.com, look back on this fruitful collaboration, which started with fraud management and payment performance.
When two payment pioneers meet
In 2012, payment management for e-merchants was not a major concern. Few players saw it as a conversion and performance lever for their business. Pêcheur.com manager at the time, Olivier Bernasson, was one of the first to realise that strong authentication of payments was impacting its UX and its conversion rate.
When Dalenys suggested to Pêcheur.com an automation of the rules against fraud to find this balance, the brand found a trusted partner for its growth.
From a community website to a leader in online fishing tackle sales
Pêcheur.com began as a simple community site in 2000, but swiftly evolved into a merchant site in 2002, with the goal of bringing the largest possible selection to rural areas where retail establishments are closing.
The company then quickly expanded into Europe, as well as Switzerland and the UK. Supported by the majority shareholding of Decathlon from 2011 to 2017, and then Centre France, its sales are growing at an average rate of 12-15% per year (excluding COVID). Pêcheur.com is now the leading online fishing tackle retailer in France.
Pêcheur.com’s model is based on low stock levels, and therefore just in time. With COVID, all merchants stopped placing orders, but Pêcheur.com took the opposite approach, evolving its model: the company ordered more stock before prices rose.
As a result, they had products when others didn’t, which helped them stay on a favourable growth path. Pêcheur.com turned a crisis into an opportunity to accelerate its growth.
Key steps in the partnership between Pêcheur.com and Dalenys
‘Opening the bonnet of payments to optimise performance”’
‘Payments are often a kind of black box. Merchants don’t always have visibility into what’s going on. Based on this observation, we built one of the most powerful pillars of Dalenys: providing merchants with teams of experts who explain the challenges and concrete impacts of payments on their performance,’ says Matthieu Vermot, Chief Commercial Officer of Dalenys.
With Dalenys, Pêcheur.com benefits from the expertise of a Customer Success Manager who follows them daily to optimise the performance of its payments.
In addition, the Dalenys Fraud Department brings not only its analysis tool, but also its human expertise.
Increasing acceptance rate in the context of PSD2
With the Payment Services Directive 2, the general rule has become strong authentication of transactions. In parallel, the protocol for securing transactions has changed from 3DS v1 to 3DS v2.
However, exemption regimes are proposed: the merchant can request that the transaction be identified as ‘frictionless’, i.e., he does not want the transaction to be authenticated.
Following this request, the issuing bank (i.e., the customer’s bank) has the final say: it can decide not to grant frictionless, because of its own fraud rates that need to be respected.
As an e-merchant, there are 3 good practices to follow to optimise your frictionless applications.
1/ Share the right data to optimise the success of exemption requests.
2/ Evaluate your performance in the DSP2 environment.
Dalenys allows you to have a very fine view, with the representation of frictionless transactions requested, accepted and the detailed response by the issuer. This advanced performance monitoring is possible thanks to the vision of the issuer BPCE, of which Dalenys is a subsidiary.
3/ Support to boost performance.
Dalenys has set up offers to go further in the fight against fraud and payment performance:
- A ‘Premium’ offer, which allows the positioning of very fine-tuned anti-fraud rules, to optimise performance while maintaining a very low fraud rate.
- The FastPass offer, created with BPCE, guarantees a frictionless rate on the transactions of Banques Populaires and Caisses d’Epargne cardholders, i.e., 20% of e-commerce traffic in France.
‘Faced with the PSD2, as a merchant, you must accept to exchange as much data as possible. It is also necessary to work with payment experts to really understand the rules. From then on, you must constantly challenge the rules, because what is true today in terms of frictionlessness and performance will not be true tomorrow.’ Faustin Falcon, CEO of Pêcheur.com
*Dalenys Q4 2021 data for customers who subscribed to the Premium offer