Baby Bunting secures a 2.8% uplift in authorization rates after implementing Gr4vy’s payment orchestration layer

Discover how Australia’s leading baby retailer transforms payments by embracing flexibility, enhanced fraud prevention, and higher authorization rates with Gr4vy.

About Baby Bunting  

Baby Bunting is Australia’s largest specialty retailer for baby goods, offering an extensive selection of products and services aimed at meeting the needs of new and expectant parents. With a commitment to delivering seamless shopping experiences, both online and in-store, Baby Bunting understands the importance of a reliable, flexible, and secure payment system to support its growing customer base.

“The appeal of Gr4vy was about taking control of our payments landscape so that we could actively optimize to deliver the best customer experience and commercial outcomes. With Gr4vy we can evolve at the pace of payment and not at the pace of a single PSP. “

— Rod Williams, general manager digital & online

The challenge 

Baby Bunting faced several challenges with its previous single-acquirer payment setup, which posed considerable risks as the business grew. This structure created a single point of failure, meaning any provider outages or technical issues could disrupt transactions, resulting in revenue loss and customer dissatisfaction. Additionally, the limited flexibility restricted the range of payment options available, impacting the ability to meet evolving customer preferences and adapt to new payment trends.

Furthermore, a single-provider setup reduces flexibility in managing transaction costs, as it restricts the ability to route transactions to the most cost-effective or high-authorization ways. Businesses relying on one provider have less negotiating power for better rates and may struggle to adapt quickly to market demands or adopt new technologies. Without multiple providers, internal resources may be stretched thin, especially if the provider lacks integration support for essential services like fraud prevention. 

Embracing a payment orchestration platform allowed Baby Bunting to work with multiple providers simultaneously and enhance resilience, flexibility, and adaptability, ensuring they can keep pace with a dynamic payment landscape while delivering a reliable and versatile payment experience for their customers.

Baby Bunting key pain points

• Dependency on a single-acquirer model: limited flexibility to switch or add new payment providers, reducing adaptability to evolving customer payment preferences.
• Resource-heavy payment expansion teams: each new payment integration required substantial time and resources from internal teams, slowing down the implementation of innovative payment solutions.
• Reduce operational complexity: multiple interfaces for reporting and reconciliation required significant time from internal teams and reliance on various systems.

The solution 

By adopting Gr4vy as their payment orchestration provider and migrating all their payment volume, Baby Bunting has streamlined its payment management process. Leveraging a dual-acquirer setup with failover routing rules, Baby Bunting saw an increase of 2.8% in authorization rates within the first four months of the operation, reducing lost transactions and driving revenue growth. This improvement in authorization rates has significantly reduced demand on the call center, enhancing operational efficiency.

Additionally, Gr4vy’s seamless integration of 3DS and Network Tokenization, combined with advanced fraud prevention from Baby Bunting’s chosen fraud provider, has minimized fraud risk while delivering a secure checkout experience.

This setup also enables Baby Bunting to swiftly introduce new payment options like PayID, significantly accelerating time-to-market for new methods without burdening internal teams.
This strategic move empowers Baby Bunting to scale efficiently and provide a more seamless payment experience for its customers. By selecting Gr4vy as its payment orchestration layer, Baby Bunting is now well-equipped to continue providing exceptional customer experiences, drive growth, and stay ahead in the dynamic payments landscape.

Gr4vy platform features

• Multi-PSP  & smart routing: Ensure redundancy and enhance authorization rates with automatic failover capability, ensuring uninterrupted service during acquirer outages. Create individual workflows to route transactions and optimize approval rates without having to code. 
• Integrated fraud prevention providers: maximizes acceptance rates and minimizes fraud exposure, providing a safer, friction less experience. Optimizes accept rates with sophisticated 3DS and Network Tokenization integration.
• Future-proof payment architecture: Instantly add, test, and deploy new payment methods and create dynamic workflows that are directly deployed into your checkout without writing code or having to allocate internal teams. 
• Infrastructure as a Service: a dedicated instance that can be deployed and scaled across regions to meet data privacy laws and mitigate the risk of shared servers slowing down your business performance.