The success of Click Frenzy, mark two, reveals local retailers and etailers are fighting back against the onslaught of international brands, according to Responsys.
Last-year’s Click Frenzy was quickly dubbed Click Fail thanks to technical glitches but organisers have hailed this year’s a “success”.
Visitors were down on last year’s 1.6 million turnout, with preliminary figures showing 1.061 million surfed the sales. But sales were up.
The Iconic, one of Click Frenzy’s 300 participating retailers, announced it had experienced its all-time sales record day of more than $1m.
The result is double the e-tailer’s sales from the 2012 event.
Paul Cross, Responsys’ Asia Pacific president, said Click Frenzy is a “fantastic story” of how the retail marketplace never stands still.
“Local retailers are fighting back, getting smart and improving their execution ultimately winning the trust of Australian consumers,” Cross told B&T.
Click Frenzy’s managing director Grant Arnott said: “Our business is just a little bit over a year old – we feel we’ve made a big impact in a short time, but we’re only just beginning.”
“Now we want to make a lasting imprint on retail with big improvements ahead for Click Frenzy and some new initiatives to work on. It’s an exciting time for this industry.”
While this year’s event was free from tech glitches it did have another controversy with a war of words erupting between technology e-tailer Kogan and Click Frenzy’s managing director, Grant Arnott.
The dispute erupted after Click Frenzy took legal action against Kogan’s hijack event.
On the argument, Cross said Kogan was right in its argument that no one owns a seasonal event.
“For the owners of Click Frenzy they have to do more than brand a date,” Cross said.
“The brand Click Frenzy will have to represent more than the day, and be attached to a specific offer and then consumers and retailers will choose if they want to participate.”