Keep it Secret, Keep it Safe

“Keep it secret, keep it safe”

–        Gandalf from the movie Lord of the Rings

Just like Gandalf instructed Frodo to carefully guard and protect the ‘One’ ring, merchants are expected to protect their shopper’s credit card information.  The Payment Card Industry (PCI) has standards that all of us (merchants, hosting providers, shopping cart vendors) must follow.  In fact, there is a validation process that carts like ShopSite have to be independently audited for.  Even if you are using a validated application like ShopSite, there are still configuration options that you must use (such as using SSL/https) if you accept credit cards in your cart.  For more information on configuring ShopSite to support PCI, see the online help.

Of course, even the most secure manner of entering and storing credit card information is not safe if you allow everyone at work the opportunity to access or print out the information.  Even storing the data unencrypted on your pc for later processing is dangerous.  The best way to protect a shopper’s credit card is to never have access to it.  For example, if you use PayPal Standard, PayPal Express, or Google Checkout, the shopper enters their credit card information directly on PayPal’s or Google’s servers and you never see the credit card information.  Even if you log into your merchant account (virtual terminal) on PayPal or Google, you cannot see the shopper’s credit card information.

PayPal and Google are great options for protecting both the shopper and the merchant (see Don’t Tug on Superman’s Cape), but many merchants also want to directly take credit cards with their cart.  By default, if you set up a payment gateway like Authorize.Net AIM, ShopSite encrypts the credit card information, which can then be securely viewed in the ShopSite backoffice (merchant interface.)  Of course, the shopper’s credit card information can now be accessed, which is what we are trying to avoid.  In the ShopSite backoffice, under the Orders tab, click the Security button and then the Credit Card Storage button. From here, you can instruct ShopSite not to store the credit card information.  Now, when a shopper securely enters their credit card information in the shopping cart (using SSL), it is sent to the payment gateway without being stored in the ShopSite orders database.  Just as you bill for the order in Google Checkout using the virtual terminal, you can do the same thing in your payment gateway’s virtual terminal.  And, likewise, you never need to access the shopper’s credit card information.

Note that, from a PCI point of view, entering a credit card directly in your shopping cart does involve your server, even if it is just long enough to send it to the payment gateway.  So, your online store does have access to the credit card, if only for a millisecond and you still need to follow PCI guidelines for your server (having your sever scanned for vulnerabilities, etc.)

There are two payment gateway integrations in ShopSite where the credit card information is entered directly on the payment gateway’s server.  First, there is Authorize.Net with the SIM api.  When the customer goes to enter their credit card, they are clearly taken away from your cart to the Authorize.Net server (similar to PayPal Express) and then returned to your cart once the credit card information has been entered and validated.

The other solution is Braintree, where, to the shopper, it looks like they are entering credit card information into your cart, but it is actually being entered on the payment gateway’s server.  In either case, the merchant never has access to the credit card and it never touches the merchant’s server.

Whatever methods you use, you can’t be more secret or safe than not having access to the credit cards in the first place!

More on Female Shopping Styles

Last week, I wrote about Male Versus Female Shopping Styles and came away with the conclusion that both genders want deals.  As I was thinking about the research that indicated that women are gatherers and like to browse, I wondered what effect, if any, such information would have regarding online selling.  I did some more research and discovered some articles that highlight the following:

  • A majority of women actively read e-mail newsletters.
  • While women use Facebook and Twitter, and like receiving offers from merchants, those channels do not influence their buying decisions as much as product reviews or friends.
  • Women like to talk about products, so contests and special offers should be used and promoted on Facebook, Twitter, and other channels.
  • Women pay more attention to the terms of a sale, as well as the return and shipping policies.

While it is interesting to learn about a particular gender’s shopping behavior, it is also useful to know that adding features that are of more interest to one gender does not “turn off” or negate the shopping behavior of the other.  Of course, this assumes that you are following best practices, like allowing (male?) shoppers to opt out of your newsletter campaigns.  While details such as adding a clear link to your return policies may be more important to women, it can still be useful to a significant number of men and is certainly not an impediment to them purchasing.

The bottom line is to use all of the features and channels at your disposal.  Do not underestimate the value of features like e-mail campaigns or, as trivial as it might seem, clearly explaining shipping policies.

As for web site aesthetics (color schemes, font selections and sizes, etc.), that is a whole other matter with, I’m sure, lots of different opinions regarding men, women, and age.  Sounds like a good thing to research for a future blog!

For more on female shopping styles see:

Male Versus Female Shopping Styles

Last week my family and I went on vacation.  Like most vacationers, we wanted to pick up some gifts for our friends and relatives.  The first night was spent walking downtown, doing some window shopping, and checking out the sights.  I knew I needed to get a gift for my brother (his birthday is coming up), so I kept my eyes open, saw what I wanted to get for him, saw that it was 20% off, and bang!  I’ve purchased the gift and don’t need to worry about it for the rest of my vacation!

My daughter and wife however, do not purchase any gifts the first day.  In fact, my wife waits until the last hour of our last day to purchase some gifts!  My daughter, searching for some inexpensive gifts, was looking at a display that had 5 items for $20.  I asked why she didn’t just purchase them right now?  She said that, somewhere in the 100 or so booths and shops we had looked at, she saw similar items priced at 7 for $20.  I suggested that she could see if the shop owner would negotiate, but she did not want to do that. Instead, she wanted to continue to look!

Apparently, my family was falling into the gender roles described in ‘Men Buy, Women Shop’: The Sexes Have Different Priorities When Walking Down the Aisles. The article quotes that “Women are gatherers. Men are hunters. Women walk into a store and scan. Men look for a specific aisle.”  Yup, that’s me when I shop!

I should be praising my wife and daughter for scanning to determine the best deal before purchasing (and I do admire it), but for me, I sometimes want to just get the buying over with so I can get on with other things.  If the price looks fair and it is on sale, then for a $35 item, I’m sold.  There have been times that I’ve waited until the last minute to purchase a gift.  But when I do wait until the last minute, it is not because I’ve been window shopping for days; it’s because I’ve usually forgotten about it and only have time to make the purchase at the last minute!

Despite our different methods, the one common element in all of our vacation shopping was that we were looking for a deal.  In my case, 20% off was enough to sell me.  So, the one important take away that I see is for merchants to always offer a sale price, discount, or coupon on at least some of their products.  It is relatively easy to comparison shop on the web.  If your products are displayed at a discount price, that may be enough to clinch the sale right then.  If it doesn’t close the deal right away, you can be sure that all those “gatherers” that are scanning your site will remember it and be back!

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