More thrills, fewer spills: How Merlin reduced fraud notifications by 40%

When you’re in the business of fun, the last thing you want is for your checkout to become a killjoy. For Merlin Entertainments, the company behind some of the world’s best-known attractions, it’s crucial that every interaction feels effortless.

As Carl Mason, Merlin’s Head of Global Payment Risk, explained:

“The guest experience doesn't start when the person arrives at the attraction. It starts when they land on your website. You can easily put someone off if you make it difficult to pay, leading them to go elsewhere. So a great checkout experience is paramount.”

However, alongside the millions of genuine customers Merlin serves are innumerable fraudsters needing to be kept out, leaving Carl and his team with the daily challenge:

How do we keep the magic alive while protecting the business and customers from fraud?

To find out, we sat down with Carl and explored:

• The challenge of relying on a purely rules-based approach to risk management

• Achieving more nuance and automation through machine learning and network data

• Connecting the dots between customer touchpoints with Shopper DNA

• How Merlin reduced fraud notifications by 40% while increasing authorisation rates by 2%