In 2005, Into the Blue progressed from being a simple mail and telephone order company to re-launch the company as an e-Commerce business. However, whilst the original payment processing technology that Into the Blue implemented enabled basic online payments, the company experienced a number of serious outages during busy period including Christmas, Father's Day and Valentine's Day and also found that off-the-shelf payment solutions were frequently penalising legitimate customers.

Rob Holmes, e-Commerce and Marketing Manager at Into the Blue said, "Christmas, Father's Day and Valentine's Day are amongst the busiest times for us as many people like to buy our experiences as gifts for loved ones. Christmas is our peak season and, before implementing DataCash, our systems would sometimes fail as a result of the sheer volume of visitors".

In response to estimations it was losing £10,000 in sales per day due to payment systems failures, Into the Blue chose DataCash to implement its resilient, Secure Hosted Payment Pages solution which delivered a processing uptime in excess of 99.999% and the ability to deal with high traffic volume during busy periods. The increased reliability in combination with DataCash's tailored fraud management tools ensured that legitimate business was not turned away, preventing further losses and boosting Into the Blue's online takings.

"Often, off-the-shelf fraud screening solutions penalise legitimate customers because some of the fraud screening rules are too stringent or are not tailored for the organisation's specific requirements. For example, as a gifting company, it's important for our customers to be able to send goods directly to the friends and family receiving the gift. Some of our customers, however, were being rejected because the recipient's delivery address did not match their billing details, and this was resulting in lost revenue as customers sought alternative sites", said Holmes.

Estaablished in 1996, Into the Blue is one of the UK's best known and fastest growing experience gifting companies. The company's website offers over 2,000 experiences from flying experience and white water rafting to car racing.

Ajay Bhalla, president at DataCash said, "We understand that online customers demand a consistent, convenient and reliable shopping experience and we are delighted to have helped Into the Blue achieve it whilst benefiting from increased revenue. As Into the Blue continues to grow and expand, DataCash will continue to pass on benefits from future innovations the company can benefit from such as alternative and international payment options."