In a recent conversation with PYMNTS, Vikram Dhawan, vice president and senior product leader at Kount, an Equifax company said quick-service restaurants (QSRs) and other merchants must tighten their defenses against an onslaught of faceless, digitally-mounted attackers to protect their promotions and their customers’ accounts.
The revelation came against a backdrop where PYMNTS research found that 44 percent of customers said they were more likely to order from restaurants that offer promotions or discounts. A scenario that opens the door for promo abuse and fraud, Dhawan said.
“Anytime you have opportunity to offer something either free or at a very discounted rates,” said Dhawan, “you are going to attract traffic. And the question is how much is good traffic versus how much is bad traffic?”
Discerning which is which is no easy task, especially when a good promotion can drive traffic up exponentially.