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Sellers' frenzy despite traffic jam

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Rachel Wells and Sarah Whyte

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Better than expected ... Click Frenzy director Grant Arnott.

Better than expected ... Click Frenzy director Grant Arnott.

Retailers participating in this week's Click Frenzy event have registered a record number of online sales, despite the early technical problems, data shows.

Despite the shaky start, when dozens of websites crashed in the opening hours of the online sale under the heavy weight of customer traffic, data from the analytics firm Quantium reveals participating retailers experienced combined sales volumes 2½ times greater than their previous biggest sales day.

Quantium, which produces the monthly NAB Online Retail Sales Index, could not yet put a figure on how much was spent but it said combined online sales volumes at participating retailers were three times higher than the previous Tuesday.

Analysis also revealed retailers not officially involved in Click Frenzy experienced a 30 per cent increase in online sales during the same 24-hour period.

''This data shows that there was a bit of a halo effect that occurred as a result of the hype surrounding the event,'' Quantium director Tony Davis said. Despite the early crash that led to the main site being down for three hours from the advertised starting time of 7pm, sales in that period did not appear to have been greatly affected.

He said a quarter of all sales for participating brands were between 7pm and midnight. The biggest period of sales was 9am-6pm on Wednesday.

The Quantium analysis also found 10 per cent of people who participated in Click Frenzy made more than one transaction and half of those shopped across different product categories. The chief executive of Myer, Bernie Brookes, said the promotion had been a ''runaway success''.

2 comments so far

  • in regione caecorum rex est luscus

    I just want to pay full price for something again....

    Commenter
    Hermes
    Location
    The sinking ship
    Date and time
    November 24, 2012, 10:27AM
    • What a pointless lot of nonsense.

      Australian retailers have deliberately ignored online shopping for a decade, now they report 'record sales' - which means double and triple their whimsical regular levels.

      How about I compare how many times I've bothered to look their sites to the thousands I do as a part of my regular shopping. Once (Click Frenzy) to thousands. Their prices are inflated and business models outdated, it amusing to see them desperately scramble to please the board, after years of doing nothing.

      I have no sympathy for them, and will just do what I always do. Look in stores, buy on ebay - and buy it CHEAPER!

      Commenter
      Mr Z
      Location
      Melbourne
      Date and time
      November 24, 2012, 12:15PM

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