Case Study: Guitar Center achieves 62% lower chargeback losses and 106% more fraud prevented with Accertify’s machine learning

Accertify’s machine learning helps Guitar Center decrease fraud losses by 62%, and increase fraud prevented by 106% year over year

Guitar Center, a leading U.S. retailer of musical instruments with nearly 300 stores and sister brands including Musician’s Friend and Music & Arts, needed to automate order review and reduce fraud-related losses without harming customer experience or adding staff. After nearly a decade working with Accertify, Guitar Center sought improved modeling to speed fulfillment, cut chargebacks and increase fraud savings.

Partnering with Accertify’s Decision Sciences team, Guitar Center integrated a retail machine learning model into its existing fraud strategy and validated results before go‑live. The change more than doubled fraud prevented year over year (106%), cut chargeback losses by over 62% versus a rules‑first approach, and reduced manual reviews by 10% even as online sales grew 21%, enabling faster fulfillment and greater team efficiency.

Guitar Center

Natalie Clark

Operations Manager