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February 2, 2009

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GROWING YOUR BUSINESS TOGETHER





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Florist Loses $22,000 in Credit Card Scam
This local florist isn't out of trouble yet

Federal Budget Offers Hope
Canadian Retailers can be encouraged

Credit Card Measures an 'Insult'
Vague proposals do little for consumer protection

Email Performance Steady
This low cost option is still working

Two Basic Email Tactics
Before you even get to the content

School of Floral Design
2009 Floral Design & Business Courses

 



florist loses $22,000 in credit card scam

The first e-mails arrived at Westdale Florists on Friday, Jan. 2.

They were from Reverend Benjamin Wallace, pastor at Christ the King Cathedral in the west African country of Ghana.

His church was celebrating its anniversary and he wanted to order 50 gift baskets and wreaths from the small Hamilton flower shop - and to have them shipped to Ghana.

What's more, the good reverend provided all the money up front - about $6,700, including shipping fees. The funds went into the store's bank account without a hitch.

Wow, thought store owner Rosanna Yeomans, what a great start to the new year.

And the news got even better over the next four days.

The congregation had collected more money and the pastor had gathered enough funds to buy 500 wreaths and 300 gift baskets.

Without fail, every e-mail and every phone call ended with a "God bless you," from Reverend Wallace.

You can probably guess where this story is headed.

There was no Reverend Wallace, no church in Ghana. And by the time an Amsterdam bank realized the credit card numbers given by the pastor had been stolen from its computer system, Westdale Florists had been scammed out of $22,000.

It's a cautionary tale that highlights the growing global nature of fraud in an electronic age.

Three weeks later, with only a slim chance of recovering any of her lost money, Yeomans is struggling to keep her store afloat.

"Every day I wake up and think 'What's going to happen today?'" said Yeomans. "I had my little pity party and nights of crying myself to sleep. This isn't going to stop me."

Yeomans knows what you're thinking. With the benefit of hindsight, she said, it's a lot easier to spot the signs of the scam.

"I know," Yeomans says sheepishly. "Now I know.

"Everyone is looking at me and wanting to give me a slap on the back of the head, like 'Didn't you know?' Well, no I didn't."

She's still smiling, although it's a bit difficult these days.

Even though she's the victim in this story, Yeomans is embarrassed.

She's also not being treated like the victim by the financial agencies that she thought were supposed to protect her from fraud.

The store's bank account has been frozen, credit card companies have red-flagged her shop and she says Paymentech, the payment processing company for credit card providers, is threatening to send a collection agency after her.

"In spite of the fact that they approved everything," said Yeomans. "In spite of the fact that I did everything I was supposed to do.

"That's what's frustrating," she added. "Now the banks don't want to deal with me, even though it's not my fault, and the credit card companies aren't going to deal with me."

A spokesperson for Paymentech did not respond to requests for an interview.

Hamilton police have launched an investigation, but with little hope of success. Even if they tracked down the fraudster, Hamilton police have no jurisdiction in Ghana.

"This kind of fraud is so easily done," said Detective Constable Randy Drumm, of the major fraud unit. "She has not benefited in any way. In fact, she went so far as to wait until the money was in her account."

* * *

Reverend Wallace's first order was a little unusual, but not unprecedented for a flower shop.

Westdale Florists is part of a wire service and has an Internet presence, so orders come in from around the globe or get shipped to overseas destinations routinely. What's not typical, however, is for an order to originate in a far-off destination and also get shipped back there.

But one of Yeoman's suppliers here told her that the cost of product is so high in Africa that it can be cheaper to purchase something in Canada or the U.S. and then pay for the shipping.

The first order came to about $6,700, including about $1,500 for shipping.

The gift baskets would include chocolate, cookies, pretzels, candy, all wrapped in cellophane with a bow on top.

Reverend Wallace said he'd forward the shipping fees to Yeomans, and then she had to transfer the shipping money by Western Union to John Freeman, owner of a company called ATS Shippers in Ghana.

Freeman indicated in an e-mail to Yeomans that the shipping fees had to be sent from Canada because "due to technical problems that we're facing in our credit card department, we only accept payments via Western Union and it is our company policy that a full payment must be made before pickup can be scheduled."

The reverend sent Yeomans half a dozen credit card numbers, along with their expiry dates. Most importantly, he also sent the three-digit security codes that appear on the backs of credit cards, a key feature that financial institutions require to establish that the card numbers are legitimate.

He told Yeomans each card had a $1,500 limit, so he needed to split the payment among several cards.

The transactions all went through and the money appeared in the store's bank account. Yeomans then wired the shipping fees via Western Union to ATS Shippers. She was startled to discover she needed to provide two pieces of picture ID to Western Union to transfer anything over $1,000 - but at the other end, the money could be picked up by someone just using a code word that had been agreed upon by the two sides.

Detective Constable Drumm has managed to track down the Western Union depot in the Ghanian capital of Accra where the money was transferred, with no luck.

"They had nothing for me," said Drumm. "The person who picked up the money showed no ID, no nothing."

The reverend then expanded his order, adding another 150 wreaths and 250 gift baskets. That added about $16,000 to the order, including $2,650.09 for shipping.

Once again, the credit card numbers were approved, once again the money was deposited and once again, Yeomans wired the shipping fees to ATS Shippers.

She even contacted her bank manager because she had noticed that all of the credit card numbers started with the same 12 digits, with only the final four differing. She was told that was typical for an organization that might have multiple cards attached to one expense account.

Yeomans began purchasing the products needed to make the baskets, then worked through the weekend. At home, she made 300 bows in the evenings.

By the close of business Tuesday, Jan. 6, the reverend's order had grown to 500 wreaths and 300 gift baskets worth $44,000, including shipping - all of it paid up front.

That night, however, she received a call at home from her bank manager. Some red flags were starting to show up. He'd done some checking and he couldn't find a Christ the King Cathedral in Ghana, nor could he find any evidence of a Reverend Wallace.

When Yeomans arrived at her shop the next morning, there was an e-mail waiting for her from the fraud detection branch of Amsterdam-based banking giant ING Direct.

The credit card numbers being provided by Reverend Wallace had been hacked from ING's computers. The transactions were fraudulent.

"This is kinda when I got hit in the stomach," said Yeomans.

"Reverend" Wallace did not respond to an e-mail request for an interview.

Yeomans ultimately lost $16,000 in shipping fees that she wired to Ghana, as well as another $6,000 that was spent on products that can't be returned. And Paymentech wants all $44,000 back, even though it allowed the credit card transactions in the first place.

She's now turned the fight over to a lawyer, and hopes her shop can stay in business.

"If I come out even - no further ahead, no further behind -- I'm happy with that," said Yeomans.

"And lesson learned."

Source: Hamilton Spectator

 

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federal budget offers a measure of hope for Canadian retailers

Falls Short On Key Concern

Retail Council of Canada (RCC) is encouraged by a number of economic stimulus measures announced by Finance Minister Jim Flaherty in yesterday's federal budget and welcomed the government's plans in response to the global recession.

Minister Flaherty's budget speech reflected a number of RCC's pre-budget recommendations submitted on behalf of Canadian retailers:

  • Tax relief for low- and modest-income Canadians.
  • Investments in infrastructure to improve Canada's productivity and sustain or create jobs.
  • A first step toward regulation of credit card industry practices in Canada.

Tax breaks for low- and modest-income Canadians, representing approximately $2 billion in each of the next two years are positive steps to rebuilding consumer confidence. "These tax changes will put money back in the pockets of Canadians, boosting confidence and encouraging spending, which is critical to the retail sector and Canada's overall economic recovery," says Diane J. Brisebois, President and CEO, Retail Council of Canada.

New infrastructure spending will help increase the country's productivity — putting people back to work, restoring confidence and supporting healthy communities. This investment has a direct impact on the sustainability and growth of Canada's retail sector — a sector that already invests more than $8 billion every year into communities across the country.

RCC applauds the government for taking steps to regulate credit cards by strengthening disclosure requirements and limiting certain business practices to allow consumers to make informed decisions. Although this is a positive first step, merchants will continue to push government to address the skyrocketing fees paid by small businesses, retailers, hotels, restaurants, charities and others.

"These steps help to protect retailers' customers from the unfair practices of credit card companies and their issuing banks," says Brisebois. "However, Canadian businesses continue to pay some of the highest merchant fees in the world and we will continue to press for a formal review of the Canadian credit and debit card systems and the development of thoughtful regulations that protect all Canadians."

Dozens of countries around the world — the U.S., Australia, Colombia, Hungary, Romania and Spain — have been investigating the big credit card companies' fee practices and have moved to curb them. RCC leads a coalition of like-minded associations representing almost 200,000 businesses that launched "www.StopStickingItToUs.com," a national campaign against Big Credit Card companies who have been imposing skyrocketing hidden credit card fees on Canadians.

Source: RCC

 

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credit card debt measures an 'insult'

Vague proposals are no substitute for a cap on rates, critics charge

The federal government's clumsy attempt to regulate credit card lending through measures in the budget will do little to beef up consumer protections, critics charged.

Earlier this week, Finance Minister Jim Flaherty outlined a handful of proposals to better assist consumers in making "informed decisions" when using credit. But various politicians and some members of the business community said yesterday his plan lacks teeth.

Liberal Senator Pierrette Ringuette called Flaherty's proposals an "insult," arguing he should have introduced rules to shield consumers and businesses from rising interest rates and fees. She raised those concerns with Liberal Leader Michael Ignatieff but also urged the Senate to investigate the industry.

"Facing a difficult financial situation, some Canadians will depend more on credit," Ringuette said. "Given the current state of our economy, consumers need to pay less interest to sustain their purchasing power."

Flaherty's proposals include a new task force on financial literacy, while "strengthening disclosure requirements" on banks that issue credit cards. That involves simplifying the language on documents, while providing "clear and timely advance notice" of rate and fee changes.

Additionally, the government "will propose to further enhance consumer protection by limiting business practices that are not beneficial to consumers." Measures could include minimum grace periods on new purchases and changes to debt collection. The budget, however, was short on specifics.

Nancy Hughes Anthony, president and chief executive of the Canadian Bankers Association, said banks stand ready to work with the government on improving disclosure but also want more clarity on which business practices it would seek to limit. "I have to say that raises questions in a competitive market, such as the credit card market, what that exactly would mean to consumers?"

There are more than 23 companies issuing credit cards and there are more than 68 so-called low-rate cards on the market. Statistics also show most Canadians pay off their balance in full each month. Yet, new data suggest balances are rising for many others even though some banks have raised rates.

MP Dan McTeague, the Liberal consumer affairs critic, said Flaherty's proposals offer "cold comfort" to consumers facing rate hikes. He wants a cap on rates set at 12 per cent above the banks' prime rate. The NDP, meanwhile, wants the ceiling set at 5 per cent above prime.

"The real issue is the fact that so many Canadians right now are one or two paycheques away from poverty," said NDP deputy leader Thomas Mulcair. "Other people are using their credit cards for the types of purchases that would normally be considered currency expenses in a household – like groceries ... And they are racking up huge credit card debts that they have to pay off at 23 (or) 24 per cent."

Credit Canada's executive director Laurie Campbell doubts rates will fall and welcomes budget initiatives to improve financial literacy. "Credit cards are a huge problem for our clients," she said, yet few people understand how interest is charged. "We've done a crappy job of educating people."

Retailers, meanwhile, applauded Ottawa for taking steps to regulate credit cards. But the Retail Council of Canada also said Ottawa hasn't gone far enough to control fees paid by merchants, small business and others that accept credit cards.

"Canadian businesses continue to pay some of the highest merchant fees in the world and we will continue to press for a formal review of the Canadian credit and debit card systems," said president and CEO Diane Brisebois.

Source: The Star

  

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email performance steady

The tactic’s low cost keeps it popular with marketers.

E-mail marketing metrics have stayed largely steady during the past couple of years, deliverability rates were almost exactly the same in Q3 2008 as they were in Q3 2006. Open rates and click-through rates dipped during the same period, but only slightly.

Despite concerns about the declining effectiveness of advertising and the challenging economy, e-mail continues to perform consistently in 2008 and anticipate increased reliance on this highly measurable and engaging method of customer interaction in 2009.  E-mail still gets results.

Marketers should not let e-mail’s low cost and high ROI lull them into complacency. Those who employ segmentation and personalization techniques to make their e-mails more relevant have the opportunity to significantly increase their response rates.

E-mail remains a staple of nearly every digital marketing campaign, although its low cost puts it behind other tactics in terms of spending. It is estimated spending on e-mail will rise to $488 million in 2009, up from $472 million in 2008.

  

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two basic email tactics

Sending out the right e-mail message with a short subject line on Monday or Tuesday is a good start.

Nearly all online marketers use e-mail. Studies conducted in January 2009 by two companies also confirm that most behave similarly when it comes to basic tactical decisions.

Among marketers surveyed, the greatest percentages said Monday and Tuesday were the most popular days to send e-mail in 2008, presumably because they had the greatest chance of reaching their targets. Thursday and Friday were close behind, while less than one-half as many said Saturday was the most popular day of the week to send e-mail.

Smith-Harmon released its findings at about the same time as another company that was researching e-mail and marketing practices. Epsilon reviewed the relationship between subject line length and response rates. The company said while shorter subject lines generally performed better than longer ones, the relationship between line length and response was weaker than previously thought.

Overall, shorter subject lines were related to higher open and click rates. However, in addition to subject line length, subject line word order, word choice, brand and audience awareness were critical success factors.

“Companies are spending little time thinking about and testing subject lines, compared to the resources and time devoted to creative development,” said Shane Stallings, senior consultant at Epsilon. “The reality is that more people will see a subject line than its accompanying creative.”

eMarketer estimates e-mail ad spending will reach $488 million in 2009, up from $472 million in 2008.

Source: eMarketer

  

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SCHOOL OF FLORAL DESIGN

 

 

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