The paper "Target Market and Positioning of Click Frenzy" is a perfect example of a marketing assignment. Click frenzy was an online sales initiative in Australia that was largely publicized but failed to deliver what it had promised. The event was to launch at 7 PM AEST, on Tuesday, November 20th 2012 but its servers crashed due to heavy traffic. This affected even affiliate websites. However, after three hours, the website was up and running. Prior to the event, the site had assured the public that it was prepared to handle the huge traffic expecting about a million hits during the 24hr event (Wells, 2012).
The event was supposed to bring together major retailers such as Myers, Microsoft, Target, Priceline, Dell, Bing Lee, Snappit, Brand exclusive and Toys ‘ R’ Us among others who had paid a participation fee. Following the collapse of the first cyber frenzy event, the organizers have slated another cyber frenzy day set for Tuesday 3rd – 5th November 2013. Whether this particular event will live up to the name of “ the sale that stops the nation” is yet to be seen.
According to the Click Frenzy website, this year’ s Click Frenzy event will offer all products at a 40% discount and will go on for three consecutive days. The event is organized by Global Marketplace Pty Ltd, which is an Australian registered firm (click frenzy 2013). The main idea behind this initiative was to encourage online shopping among Australians who tend to prefer doing online shopping with foreign firms. It was designed to replicate the ‘ Cyber Monday’ initiative in the US that seeks to encourage a day of online shopping dominated by huge discounts and offers (Neville & Smithers, 2012).
Cyber Monday also takes place for 24 hours only in a year which in the US is slated every Monday after the Friday following Thanksgiving Day. The cyber Monday event has successfully been incorporated in the American culture with high sales volume recorded during the event. This must have been the inspiration and motivation that led to the organizers to plan for Click Frenzy. Nonetheless, with proper organization and technical support, this year’ s event will be readily accepted by shoppers even those who might be cynical about online shopping attracted by the huge discounts. Q2.
How did consumers make their decisions on whether or not to buy products/services from Click Frenzy, and how did they arrive at their final purchasing decision? Although Click Frenzy was largely a failure for retailers and consumers, some sales were made on the day (Kwek 2012). With the difficulties experienced at the Click Frenzy website, some consumers opted to bypass it and went directly to retailers’ websites and made their purchases. According to an article in The Sydney Morning Herald, the Click Frenzy servers were set to accommodate one million visitors over 24 hours but instead received double the number of visitors in minutes (Moses, 2012).
This definitely led to the failure of the websites. This failure received a lot of negative criticism especially in the social media where consumers voiced their frustrations. However, figures on the ground indicate that there was a surge in online sales as evidenced by 240% on online payment reported by eWay payment gateway on a particular day (Sarma, 2012).
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