Systems and methods for preventing fraud during a purchase transaction performed at a retail device are disclosed. According to one system and method, an identifier is received from an application-specific user interface executing on a personal communication device, wherein the identifier is associated with the retail device. Location information associated with the personal communication device is received, and the location information associated with the personal communication device is compared to location information associated with the retail device. It is determined whether the personal communication device and the retail device are located proximately to one another. The purchase transaction is authorized if the personal communication device and the retail device are located proximately to one another.