Leveling Up
the Brand Experience Through Product Customization

The customer first selects the controller based on the gaming console. Each controller comes in black and a few other colors at no additional cost. As the customer looks to customizing his/her controller, each selection adds to the total price. The outer “Shell” can be upgraded with unique colors, patterns and other skins to the customer’s preferences with over 65 choices. As the customer mouses over the color, the emulator shows the controller (both front and back) being modified in real time.

Once the customer has selected the outer skin of the controller, he/she is prompted to include EMR technology. Electro-Magnetic Remapping (EMR) is a technology SCUF created to allow a gamer to reprogram one of eight functions to any back paddle with the use of an EMR Mag Key. Part of the controller customization process is a full list of resources/FAQ at each stage of the configurator to address any possible questions. It helps to avoid confusion as the customer continues the customization options.

The next step is selecting the “Trigger” and “Bumper” system and color. Not only can a customer select the height and color of the thumbsticks but even the rings around the thumbsticks are customizable. All buttons have the option to upgrade to unique colorways and patterns. For intense gaming sessions where sweaty hands or prolonged usage may be an issue, SCUF has included the option to upgrade the grips to military grade and high performance grips that improve handling during gameplay. Given the amount of customization options, there are millions of options to select as the customer enjoys an almost game-like experience in choosing his/her unique controller.

When the customers have fully customized their controller, SCUF will offer upsell opportunities with storage cases, charging cables and even GamerGrip “dry hand” cream. The customer is also prompted to share their new controller creation via social media with an easy sharing link. The shareable link includes a snapshot of the custom controller and customers can share before they’ve purchased the product. Guidance helped SCUF integrate this entire experience for their customers and they’ve seen immediate success with their customization emulator tool. For customers looking to explore prebuilt bundles, Guidance helped SCUF create a collection of bundled products and enhanced the prebuilt bundled products through Magento.

Signifyd’s machine learning solution sees to it that legitimate orders are not incorrectly declined, leaving SCUF customers disappointed and potentially insulted by the insinuation that their orders were not proper. Signifyd has all but eliminated declines for SCUF, which once hovered in the double-digit-percentage range. The controller-maker now approves most of the orders, much improved from its pre-Signifyd performance. And while the company is shipping more orders, Signifyd’s solutions have all but eliminated fraud chargebacks. SCUF can ship more orders, knowing that Signifyd provides a full financial guarantee should an approved order turn out to be fraudulent. Moreover, the solution’s automation saves SCUF from conducting cumbersome manual fraud reviews, which slow orders and take time from agents who could otherwise be focused on SCUF customers.