Veepee's success is built on doing things differently. In the early 2000s, while retailers and entrepreneurs were racing to establish ecommerce offshoots and marketplaces, Jacques-Antoine Granjon and his partners saw an alternative opportunity—to sell end-of-season and overstock inventory of designer brands through time-limited online 'flash' sales. Two decades later, Veepee is attracting over 66 million customers a year.
Underpinning Veepee's growth is a forensic passion for the customer experience. Veepee describes this as 'creating the wow'. And payments have always been viewed as a key element in creating that 'wow' for customers.
The arrival of Strong Customer Authentication (SCA) in Europe threatened to impact the experience Veepee had carefully curated.
"We were concerned about the impact the extra layers of authentication required to meet the SCA regulations were having on the customer journey," explains Paul Guérin, Head of Group Treasury, Financing, Payments, Fraud Management and Deputy Group CFO at Veepee. "Most crucially, we saw a steep increase in cart abandonment, resulting in lost sales that harmed our bottom line."
Guérin and the team worked with Checkout.com to design a solution that balances providing the additional authentication layers SCA requires while creating minimum disruption for customers to prevent further cart abandonment. "Veepee has worked with Checkout.com for several years," says Guérin. "We've always been impressed by its innovative approach and deep expertise across European markets. We were confident it had the technology and knowledge to help us build an optimal SCA strategy."
A dedicated team from Checkout.com set about supporting Veepee with this project and analyzed Veepee's payments flows to understand what transactions were in and out of the scope of the SCA regulation. Once those out-of-scope transactions were identified and routed without SCA, the next step was implementing Transaction Risk Analysis (TRA) to create frictionless flows for the low-value transactions that fall within SCA.
"Enabling TRA was the final puzzle piece in our SCA strategy. It's proved key to delivering a frictionless payments experience for low-risk transactions," says Guérin. "We are incredibly grateful to Checkout.com for going above and beyond by revising its development roadmap and delivering TRA quicker than expected."
"The results of this work have exceeded expectations," adds Guérin. "We're not only meeting the SCA requirements. But our conversion and authorization rates have increased, allowing us to realize revenue we previously lost at the checkout."
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The outlook on SCA has changed for the Veepee team. "SCA had felt like an impossible burden," says Guérin. "But with the support of Checkout.com, we've seamlessly embedded SCA into our payments flow, improving our customer experience and allowing us to capture more sales."
That is just the start, adds Guérin. "At a micro level, Checkout.com's team is very proactive in spotting improvements we can make to keep improving our payment success rates or fixing issues with specific card issuers. They're also busy at the industry level, and it's reassuring to have a partner building bridges between the players in the payments world because we then benefit when that work feeds through into platform innovations."
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