Clickfrenzy
Case Study Report——Click Frenzy
Table of content
Executive summary 2
Introduction 3
The retailers and their motivations 4
Customer motivations 5
E-business models 6
The failure of Click Frenzy and reaction 7
The implications of social media 8
The survivors from Click Frenzy 9
Conclusion and recommendation 10
References 12
Executive summary
With the arrival of online e-commerce, an increasing number of retailers and customers tend to shift their attention from traditional stores to online stores since the world has been globalized. This report analyzes the Click Frenzy event which is motivated by both retailers and customers. In order to conduct new ways of selling, Click Frenzy possibly needs to incorporate multiple e-business models for online stores. It can be seen that most retailers and customers felt disappointed for Click Frenzy promotion, while a majority of retailers are survived from the mess that their sales increased over 2.5 times greater than their one-month sales. Social media plays an important role on the Click Frenzy night which leads to a huge storm on the Facebook, Twitter, as well as mainstream TV headlining with the harsh #clickfrenzyfail hashtag. Although Click Frenzy was a success and a failure at different levels, the crash resulted from the large volume of buyers traffic was a sign of potential future success for these one-off sales events in Australia. It is recommended that Click Frenzy should put more emphasis on planning and testing for managing content, delivery, payment gateways, providing right information of price promotion and hiring enough IT experts to support their operation.
Introduction
Click Frenzy, which releases entitled "The Sale That Stops a Nation" to persuade customers to shop online, was an originality of Australian national online sales (Click Frenzy, 2012). The event is powered by PowerRetail and designed by Rysen, with hosting services provided by UltraServe (Click Frenzy, 2012;
Table of content
Executive summary 2
Introduction 3
The retailers and their motivations 4
Customer motivations 5
E-business models 6
The failure of Click Frenzy and reaction 7
The implications of social media 8
The survivors from Click Frenzy 9
Conclusion and recommendation 10
References 12
Executive summary
With the arrival of online e-commerce, an increasing number of retailers and customers tend to shift their attention from traditional stores to online stores since the world has been globalized. This report analyzes the Click Frenzy event which is motivated by both retailers and customers. In order to conduct new ways of selling, Click Frenzy possibly needs to incorporate multiple e-business models for online stores. It can be seen that most retailers and customers felt disappointed for Click Frenzy promotion, while a majority of retailers are survived from the mess that their sales increased over 2.5 times greater than their one-month sales. Social media plays an important role on the Click Frenzy night which leads to a huge storm on the Facebook, Twitter, as well as mainstream TV headlining with the harsh #clickfrenzyfail hashtag. Although Click Frenzy was a success and a failure at different levels, the crash resulted from the large volume of buyers traffic was a sign of potential future success for these one-off sales events in Australia. It is recommended that Click Frenzy should put more emphasis on planning and testing for managing content, delivery, payment gateways, providing right information of price promotion and hiring enough IT experts to support their operation.
Introduction
Click Frenzy, which releases entitled "The Sale That Stops a Nation" to persuade customers to shop online, was an originality of Australian national online sales (Click Frenzy, 2012). The event is powered by PowerRetail and designed by Rysen, with hosting services provided by UltraServe (Click Frenzy, 2012;
References: Kamarulzaman, Y 2011, A focus group study of consumer motivations for e-shopping: UK versus Malaysia, African Journal of Business Management, vol. 5, no. 16, August, pp. 6778-6784, viewed at 4 January 2013, Business Source Premier database.