BP Launches FraudGuard Program for Its Marketers

CHICAGO -- BP Products North America Inc. launched a newly enhanced payment card fraud prevention program called FraudGuard, which features proven technology options for eligible sites, and business incentives for participating retailers. Starting today, eligible BP-branded marketers may opt into different opportunities to increase payment card security at indoor and outdoor purchase points.

"Like many industries, we’re definitely seeing the impact of fraud and related charge backs at our U.S. retail sites," Joe Fumo, BP’s card operations manager, said in a statement. "FraudGuard empowers our network to take action to help prevent fraudulent activities at BP stations and provide a more secure site experience for their patrons."

Eligible BP marketers can opt in to one or both of the available fraud prevention tools – a Virtual Auto Dial Back-up System (VADB) and/or an Address Verification System (AVS) – dependent upon the configuration of their current CommLinx system.

VADB is technology that uses a back-up telephone line to increase secure data transmissions during satellite interruptions. BP is offering the VADB technology to all qualified marketers at no cost. Eligible sites may opt in to receive a $20 rebate on their monthly CommLinx fees.

AVS is a security feature that prompts consumers to enter their billing zip code when using a payment card at the pump. BP said it will remain responsible for charge backs at the pump at sites that elect to install AVS. BP Marketers will receive pump decals to explain the purpose and procedures for zip code prompting to better educate consumers.

Those marketers who enroll on or before April 22 can start taking advantage of the associated financial incentives as early as May 1. BP marketers who install either tool at a later date will enjoy certain financial benefits from that time forward, according to the company.

Within early implementations of the VADB and AVS capabilities, some participating BP sites have seen as much as an 85-percent decrease in charge backs.

Jennifer Brock, of Corrigan Oil Co. in Michigan, is an advocate of both opt-in technologies. "In the fight against fraud protection, AVS has helped to shield our dealers and ourselves from the ill-fated attempts of a few choice individuals," she stated. "By adding dial back-up features to the line-up, BP is giving dealers more options and a better sense of security when it comes to protecting their locations."

Jay Tan, of Carroll Independent Fuel Co. in Baltimore, Md., also has seen first-hand how tighter security measures helped impact his customers’ site experience. "Providing our sites with added securities have allowed our dealers to concentrate more on a positive buying experience for their consumers and shielded them from substantial charge backs," he stated.

In addition to offering these new tools to help its network prevent payment card fraud, BP announced that it will reward marketers who attain a low fraud-to-sales ratio. In 2012, a $15-per-month CommLinx rebate will be offered to sites that achieve a fraud-to-sales ratio of 0.010 percent or lower for 2011. This rebate will be made available to all BP Marketers regardless of AVS or VADB participation and does not require enrollment, the company said.

BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through more than 11,000 BP- and ARCO-branded retail outlets.

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