The sale drug is bad for retail brands
The 24 hour shopping online bonanza, Click Frenzy ended on 20th November and over the course of the event, it has been reported that the site had received over 1 million visitors and driven 1.6 million clicks through to the 300 participating retailers. Retailers included retailers Myer, Big W, Peter Alexander, Bonds and a number of online specialists such as The Iconic.
There have been no official sales figures released but organisers have said their initial estimates of $15 to $20 million in revenue generated may prove to be conservative. Certainly there was some upside with the site not crashing as it did last year. Likewise, the number of participating retailers grew by about a third from last year. But what is the real good, bad and ugly of this event?
The ‘good’ is that the event provides consumers with discounts ranging from 15 to 20 per cent off electronic goods and up to 80 to 90 per cent off fashion, sportswear, kitchen appliance and fragrances. It also provides retailers with another key event on the retail calendar. Although only in its second year, the event has the potential to become part of the many shopping rituals overlaid onto the world of retail.
The ‘bad’ is that Click Frenzy event is not without its retailer detractors. For the second year in a row, David Jones has gone it alone and launched its “Christmas Frenzy” sale hours ahead of the start time of Click Frenzy and kept its stores open until 9pm. Their sale included discounts of up to 40 per cent and was available to both online and in-store shoppers. Click Frenzy as a concept needs to be able to aggregate retailers and break-away retailers do not help their cause.
And yes the ‘ugly’. It has nothing to do with the little spat that occurred over the use of the term ‘frenzy’ or ‘click frenzy’ between the organisers of the event and the online discount site, Kogan, which tried to crash the party with their own interpretation of the event. The big fat ugly is that the event is another example of retailers conditioning their customers to only be interested in a relationship with them if they are having a sale. It is getting to the point where, on the rare occasion you buy something at full price, you feel like a fool.
Retailers need to find a way to break theirs and their customers’ addiction to the sales cycle. Sadly holding another sale does not do that.