Shaky start builds to a Click Frenzy
RETAILERS who participated in this week's Click Frenzy event have registered a record number of online sales, despite early technical problems.
Despite the shaky start, which saw dozens of websites crash under the heavy weight of customer traffic, data from analytics firm Quantium reveals that retailers experienced combined sales volumes 2.5 times greater than their previous biggest sales day.
The firm, which produces the monthly NAB online retail sales index, could not yet put a figure on how much was spent during the event.
But Quantium director Tony Davis said the fact that combined online sales volumes at participating retailers was three times higher than the previous Tuesday indicated shoppers had managed to overcome the technical problems and snare some bargains.
The analysis also revealed that even those retailers who were not officially involved in Click Frenzy experienced a 30 per cent increase in their 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,'' Mr Davis said.
He also noted that the early technical meltdown, which saw the main site inaccessible for up to three hours after the 7pm start time, did not appear to have a significant impact on sales during that period.
He said a quarter of all sales for participating brands occurred between 7pm and midnight, while the biggest period of sales activity was between 9am and 6pm on Wednesday.
The Quantium analysis also found that 10 per cent of people who participated in Click Frenzy made more than one transaction and half of those shopped across different product categories.
Myer chief Bernie Brookes, said the promotion had been a ''runaway success'' for Myer, but said it had also exposed the cracks retailers face when trying to move their business online.
''It has highlighted that Australian retailers have a lot to learn about online,'' Mr Brookes said at the Australian Retailers Association awards on Thursday.
Myer's website crashed during the sale, but he said the department store achieved ''record online sales''.