Retailers see traffic, sales spike during Click Frenzy

AdairsOver 200 retail brands participated in the recent Click Frenzy’s ‘Mayhem’ event, slashing prices on thousands of products during the 24-hour online sale.

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Among them was Melbourne-based marketplace MyDeal, which offered discounts across a variety of categories with the goal of attracting a larger audience.

MyDeal founder and CEO Sean Senvirtne said the move was a success.

Click Frenzy sales have always exceeded our expectations, and we were very happy with the results this year, he told IRW.

According to Senvirtne, the marketplace completed nearly 6,000 transactions during the online event, compared to the 464 it sees on average on a typical day.

Click Frenzy events are real time, and highly measurable which is the beautiful thing. Its high conversion traffic as [consumers] have the intent to find bargains and are prompted to act due to the time limit, he said.

Senvirtne cited new email signups, brand awareness, the ability to attract a larger audience and the opportunity to rapidly grow its customer base as the main benefits of participating.

Since first launching in 2012 as Australias answer to Cyber Monday in the US, Click Frenzy has expanded beyond a once-yearly sale on the third Tuesday of November to include a May event.

Advertising generous deals such as a 65-inch LG television for $25 in the lead-up to last week’s sale, which kicked off at 7pm AEST on 15 May, Click Frenzy reportedly drove 1.5 million Australians to participating retailers websites.

In the past, such high levels of consumer participation werent always a good thing. The first Click Frenzy made headlines for all the wrong reasons, when technical problems caused servers to crash and left shoppers disappointed.

More recent events have gone smoothly, with both Click Frenzy organisers and participating retailers better prepared.

Alana Rosso, social media and content manager at My Pet Warehouse told IRW that the experience has taught the retailer to communicate with all stakeholders well ahead of the event.

We alerted all the key stakeholders and let them know from the get-go what our offer was and how it would affect dispatch. We made sure we had plenty of staff working in our warehouses, customer service team and data operations. Weve learnt from the past, Rosso said.  

My Pet Warehouse offered shoppers a buy one, get one free deal last week in an effort to reach new customers, resulting in a big spike in sales, according to Rosso.

Other retailers used the event to reward existing shoppers.

After ramping up its online offering in recent months, manchester and homewares retailer Adairs saw Click Frenzy as an opportunity to show offline-only shoppers what they are missing.

We actually prefer to run channel-agnostic promotions to allow our customers to shop wherever they like, but online-only promotions like Click Frenzy are a great way to entice in-store shoppers to try online shopping, Tania Knight, customer experience and e-commerce manager at Adairs Retail Group, told IRW.

“Our customers love a bargain and the urgency around the event is a great push to purchase.”

The clock is already counting down to the next Click Frenzy event, Travel Frenzy, which is less than 90 days away.



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