Click Frenzy hopes third time will be lucky for online
shopping event, By Hannah Francis
- 17th November 2014
Frenzy director Grant Arnott at head office in Mount
Waverley, Melbourne. Photo: Jesse Marlow/File
are again promising no glitches during this year's
24-hour online shopping event Click Frenzy, which
analysts say could generate $200 million in sales,
making it the biggest yet.
at 7pm (AEDT) on Tuesday, the event, now in its third
year, sees local retailers from Dick Smith to Dan
Murphy's, and pure-play online retailers like fashion
store The Iconic, spruik special deals to kick off
the bumper Christmas shopping season.
Frenzy co-founder Grant Arnott said about 2 million
shoppers were expected to participate in the event,
with 1 million already signed up to its database,
and more than 300 brands participating. Shoppers visit
the Click Frenzy website to access exclusive offers
on anything from clothes to electronics and are then
redirected to retailers' own websites. Shoppers can
also go to retailers' sites directly.
have promoted this year's Click Frenzy with the theme
'Go Wild'. Photo: Screenshot: clickfrenzy.com.au
- they track bill transactions around the world -
predict the 24 hours will generate $189 million to
$200 million in online sales this year - a big jump
from previous years," Mr Arnott said.
so, it would dwarf last year's event, which Click
Frenzy's internal estimates tallied at $30 million.
inaugural 2012 event was dubbed "Clickfail"
after the Click Frenzy website, and many sites from
participating retailers, crashed
upon launch under the weight of unprecedented
Ruslan Kogan has irked Click Frenzy organisers by
running similar promotions in past years. Photo: Mike
Arnott told Fairfax Media the 2014 event would "absolutely"
run smoothly, and that it had "bounced back"
from its "semi-disastrous start" in 2012.
taken every measure ever since the first event to
ensure we've had constant service and there hasn't
really been a problem ever since then," Mr Arnott
that the website had crashed during last year's event
were "definitely not true", he said.
were live right throughout the event in 2013,"
he said, but conceded some retailers' sites had once
again "failed around Click Frenzy".
Hutchison, money expert for comparison website Finder.com.au,
said it was the organisers' responsibility to ensure
customers had good experiences during the event -
particularly if they were not frequent online shoppers,
and could be turned off by one bad experience.
year, Click Frenzy has anti-climaxed for many consumers,
who were angered by the site's quality to handle the
traffic," Ms Hutchison said.
site was so slow as to be virtually unusable, she
said, and in her own experience "all the good
items were gone" by the time she finally got
Jay Revels, managing director APAC at Marin Software,
which monitors online sites, said it was up to participating
retailers to ensure they had the capacity to handle
traffic spikes during the event.
aren't problems that are new to Australia in terms
of website scalability," he said referring to
a website owner's need to provide more capacity to
deal with demand.
can buy infrastructure and scale things very quickly
- I don't think it should be a recurring issue provided
advertisers are taking the right steps."
Revels said Marin Software data suggested 2014 was
going to be the "biggest year ever" for
Click Frenzy, which was becoming "Australia's
own little Cyber Monday", referring to the similar,
but much larger, event in the US, which began in 2005.
we've done is looked through various years at the
same time and Click Frenzy is definitely helping retailers
get greater engagement on their website," Mr
year clicks were up 44 per cent versus the prior week
... and then similarly with click-through rate in
same period, they were up roughly 28 per cent to the
Revels said Click Frenzy had the opportunity to become
a well-known yearly event for retailers and consumers
to look forward to, as Cyber Monday was.
a vehicle to engage your target audiences as an advertiser
and it's a branding exercise and opportunity to attract
and create loyal customers," he said.
is hoping to see its own spike in traffic by comparing
discounts between retailers to help consumers better
navigate the event.
the first time others have sought to piggy-back
off the event without participating in an official
capacity, with the likes of David Jones and QBD The
Bookshop launching sales campaigns around the same
year Click Frenzy sent online electronics retailer
Kogan a cease
and desist letter for launching its "Kogan
Frenzy" event one day ahead of the official event.
Arnott said there were "still legal matters to
be resolved" around Kogan breaching its trademark,
and that these remained "with our lawyers".
a spokesperson for Kogan said the retailer was unaware
of any ongoing "legal stoush" with Click
Frenzy, and the matter was "not currently with
is pushing ahead with its "Kogan Frenzy"
promotion on Tuesday at 8am (AEDT), 11 hours ahead
of the official Click Frenzy event.
e-tailers click onto brick and mortar
Sydney Morning Herald)