Sneaking Duck but not Shoes of Prey participated in Click Frenzy and it's been a resounding success for us. Yesterday was a record traffic day for Sneaking Duck and this 24 hour period should also be a record sales period for Sneaking Duck.
One of the big issues it highlights is that Australian online retailers need to improve their technology platforms. Along with the Click Frenzy website, the websites of Myer, Dick Smith, Jeans West, Katies, Quicksilver and Kogan all experienced issues. We host our Sneaking Duck and Shoes of Prey websites on a combination of Google AppEngine and Amazon's servers which are able to scale easily to massive traffic demand, as we experienced with Shoes of Prey a couple of years ago.
The other issue for me as a consumer was that the value of the deals was very mixed. Some retailers like The Iconic (30% off storewide), SurfStitch (25% off storewide) and we at Sneaking Duck ($40 off every order) offered compelling deals whereas some retailers like City Beach and Dell only offered deals on a few brands or products. That's their prerogative but it won't help the event as a whole to be successful.
With so many consumers wanting to participate in the sale, the event has to be a positive one for promoting online retail in Australia, and no doubt it will continue next year, though graphs like this one from the SMH website highlight that consumers are very frustrated with the Click Frenzy experience. Hopefully that's resolved by next year.
You can read Click Frenzy founder Grant Arnott's take on the event from this morning here on Power Retail. Hats off to him for spotting a fantastic opportunity to promote Australian online retail, for helping drive our record traffic and likely our record sales day even if the execution didn't go quite to plan.