After the Click Frenzy ….comes the big Q: what went wrong?
What are the lessons to be learned from Click Frenzy?
Plenty, Click Frenzy organiser Grant Arnott admitted today: “we recognise there’s a lot to learn about e-commerce” after the frenzied web event that saw multiple retailer sites crash, including Click Frenzy’s own, as 2.6 million consumers seized 24-hour only e-deals.
This was followed a massive backlash from consumers on the Twittersphere (#Clickfail), Facebook and forums, although overall retailers including Myer, Winnings, The Iconia and Dick Smith were delighted at the massive sales last month’s ‘Click Frenzy’ event delivered.
Arnott today launched a Benchmarking Study on online and multichannel retail in Australia, which he is asking retailers to complete.
The Benchmarking Study results will create the foundation for a benchmarking of the Aussie e-tailer market and provide ‘vital information’ on retailer conversion rates, technology platforms and e-commerce strategies.
“Hundreds “of retailers have already taken part in the study, he said.
The Australian Retail Association admited 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 number.
“We’re committed to improving knowledge in the sector” said Arnott.
SmartHouse asked Winnings Appliances’ GM if the e-tailer will be going back to Click Frenzy next year?
“It depends on what happens and what lessons Click Frenzy have learned” says Winnings Appliances General Manager, Peter Harris.
Dick Smith also said “may consider running similar activity in the future.”
All submissions are anonymous and “will not be used for any purpose other than supplying you a copy of the report,” Click Frenzy assured retailers, after privacy concerns were raised over its use of information provided by customers when they registered for the service.