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CONTENT & DOWNLOADS / INDUSTRY

Click Frenzy: What The Retailers Say

By Oonagh Reidy | Thursday | 22/11/2012

We've heard the Twittersphere grumble over Click Frenzy.


It caused some headaches but Click Frenzy was a success, say retailers.
Some consumers are branding it #clickfail on Twitter and it has a Facebook page with over 4,000 members (and counting).

Smarthouse caught up with Click Frenzy retailers including Dick Smith and Appliance Online to hear what they had to say: 

Dick Smith:

"Overall, we're pleased with the amount of traffic we received as a result of the Click Frenzy sale. Over the course of the night we received 175,000 visitors to the website, with most clicks coming through from Google, " said Head of Multi-Channel, Michael Dykes.

"We had created a bespoke page which allowed customers to locate our offers easily. "We are passionate about providing great value offers to customers both online and in store at this expensive time of year and may consider running similar activity in the future."

Westfield:

"What we try to offer our retailers in our online mall is the same type of infrastructure and support as in our bricks and mortar malls. We're really supportive of initiatives that promote Australian retail - online and offline - and we'll always look to be involved in a way that presents our retailers in the best possible context.

"Beyond Click Frenzy, Westfield is continuing to provide a promotional platform for pre-Christmas sales for those retailers that want to participate. "

The Iconic:

"We had a great volume of traffic and our site handled it well although others did fall," says spokesperson Catalina Romano.

"We obviously will be discussions into the investment made into Click Frenzy" she told Smarthouse, but confirmed management had not contacted Click Frenzy yet. A conversation like that would happen later in the week."

Although she says it was "disappointing" things didn't fully work out for Click Frenzy, she acknowledged "these things happen," adding "online is a new concept in Australia and we understand that."

Other retailers including Myer who said it was "pleased" branded the Click Frenzy 24 hour sale as "our biggest online day ever", while others including Chemist Warehouse, Elan Media (whose sales rose 550%) and Booktopia were also delighted with the "record" trading.

However, the Australian Retail Association admits Click Frenzy may have been an 'eye opener' for retailers struggling to make the adjustment to digital world, and may have to rethink their ecommerce systems, many of which appeared to choke under the extreme traffic numbers, which hit 2.6 million.

"For some retailers Click Frenzy may have been an eye- opening experience which showed how robust a system they need to have to accommodate the needs of new and existing consumers, who are now constantly digitally connected," said ARA executive director Russell Zimmerman said.

"The event was a clear sign that Australians want to shop with Australian retailers in the online space, and may have given retailers an indication of how strong their IT systems need to be in order to answer to that demand both now and in the future."

"At the ARA we have heard countless success stories of retailers who are diversifying as multichannel retailers, " he told SmartHouse.

Today the retail body awarded Oroton the 2012 eBay & PayPal Multichannel Retailer of the Year for creating "a seamless retail brand experience across in store, desktop computer, tablet and mobile which perfectly meets the needs of today's connected consumer."

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