How do you know if the Web site you're visiting offers secure transactions? Look for notices on the homepage, like the gold "VeriSign Secure Site" logo, that indicate the business uses an encryption program. Or, during the ordering process, look for a small icon of a padlock in the bottom corner of the browser window. That means the transaction is secure.
What about the problem of someone using a stolen credit card to fund a major purchase, like a turbo motor buildup? Most of the companies we spoke with have in-house software that verifies a customer's personal information-name, phone number, date of birth-and matches it with the credit card number being used to place an order. If something doesn't match, a call goes out to the cardholder. "Sometimes that's the first indication a customer has that their card was stolen," said JCW's Hiell.
"There are things about an order that can make you suspicious," said Stylin' Concepts' Milos, "so we'll verify the order either over the phone or by e-mail. We're doing it to protect the customer, and if they know we're trying hard they'll feel better about ordering." What raises a red flag? Milos and others we spoke with were hesitant to give specific examples, as they didn't want to tip off any bad guys. Not that we suspect you, of course. But you gotta admit some of your brother's friends are pretty sketchy.
Not all verification calls are made because of potential fraud. Companies will also contact a customer if the online order isn't completed, or if it just doesn't look right. "If an intake is available in red, blue, or silver and no color choice is marked, we'll call," said Steve Lipa of JCW Sport Compact. "Or if the customer has ordered a part for an engine but no engine size was given in the order form. There are four million products available through our company, so it's not unusual for us to get customers who don't provide enough information."
Landspeed Racing takes the extra step of calling customers to verify every transaction. Every single one. "Even if we didn't complete an order, we'll place a courtesy call to see if we can fix any problems they may have had with the site, or problems finding the right part," said Dunshie. His high level of customer service extends to details like making sure his company's name comes up on caller I.D. windows. "That way you recognize the name and know we're not just another telemarketer."
Not All Spam Is Created Equal
Some people feel that if they buy a part on the Web, their e-mail address will be sold to dozens of other online retailers and marketers, and that their e-mail inboxes will be flooded with offers to buy Viagra cheap or meet hot singles in their area.
"The reputable online retailers put their privacy policy right on their Web sites," said NOPI's Evans, to inform customers of how their contact information will be used. The companies we spoke to do not share e-mail lists with other businesses, and it says so in their policy statements. They may, however, use their lists to send out their own special offers if your vehicle or demographic information fits a special marketing campaign.
But even in that case, most reputable (there's that word again) online retailers will give you the choice of selecting (or de-selecting, as the case may be) the option to receive promotions via e-mail or regular mail. It usually appears as a box that can be checked (or unchecked) when you first register with the retailer. So paying attention to the privacy policies, and the "special offers" fine print on the registration forms, can keep you from getting unwanted e-mail.