Master FFL Simplifies POS and eCommerce Transfers

Jeff Bridges, Master FFL: Master FFL was started about three years ago. We started the company with the intent of building out a really robust database for FFL dealer data. When we started the company, we realized the industry didn’t really have a single source of truth for FFL dealer data. We take daily feeds from the ATF and we enrich it with over 40 attributes. So we’ve got a really robust database of all things FFL dealer data.

Michele Salerno, Celerant: Our new integration with Master FFL really helps our dealers in two ways:

1. There’s the enhanced FFL directory, which is connected to our FFL Locator.
2. The automated transfer process, which eliminates 20 plus minutes per transfer by automating the process for our dealers.

Jeff Bridges, Master FFL: That means all of the merchants using Celerant for point of sale and eCommerce will have access to all of our latest data, of all of our FFL dealers.

There’s a couple of really key benefits for using the FFL dealer data, right?

The first one is around FFL checkout. So with most FFL checkouts, customers are presented with a list of dealers and you get name and address and phone number, the type of data that you get from the ATF. But buyers often are looking for additional information before they make a purchase. So they want to know, are they going to someone’s basement? Are they going to a shooting range? They want to know things like ratings and reviews and transfer fees. So we present a lot of that really rich and robust data to the buyers, which helps them convert and click that buy button.

As you can imagine, a lot of customers get to the checkout and they’re presented a list of dealers, but there’s not a lot of information. So they leave the cart, they go Google, find FFL near me to find out. Is it a home? Is it a shooting range? Is this person reputable or not? I mean, they don’t always come back. So by providing all that information to the buyers on the spot, we’re able to improve conversion rates in some cases up to 28%.

One of the other benefits for using Master FFL happens after the sale. So once the payment is processed and the order is ready, now we automate the process. Which today, by so many customers of ours, is being done manually. These letters of authorizations that are just pesky, right? So we’ve automated the process of all of that communication and the acquisition of those documents, as well as the validation. So what used to take 20 to 30 minutes for every order, we’re now automating. And about 92% of the time, that happens fully autonomously within under an hour.