Mercedes Ruehl Reporter

Mercedes writes for The Australian Financial Review and BRW from the Sydney newsroom. She has an interest in technology, politics and travel writing.

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It’s baaa-aack: Click Frenzy returns for Mother’s Day

Published 05 April 2013 11:47, Updated 11 April 2013 00:45

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It’s baaa-aack: Click Frenzy returns for Mother’s Day

Another click in the wall: Grant Arnott’s Click Frenzy sale is back, and it’s multiplied. Photo: Jesse Marlow

#ClickFail. The Sale That Failed A Nation. Even the well-known names and the widespread jeering on social media were not enough to deter founder Grant Arnott from dusting himself off and rolling out plans for Click Frenzy 2013.

This year Arnott is not just stopping at one landmark event. His website Power Retail is also announcing promotions for Mother’s Day (which is on Sunday, May 12) at the end of April, as well as promotions for the end of financial year and Father’s Day. He also hinted at possible other events depending on the success of Mother’s Day.

“It’s broken early,” Arnott says of the excitement the news has garnered in the media. “We know it’s a great story but we are overwhelmed by the interest in Click Frenzy.”

Arnott, who is also editor and publisher of Power Retail, a trade media site for the online retail industry, said he and his two other co-founders were “shell-shocked and shattered” by some of the negative publicity after the crash last year.

The 24-hour sale last November was meant to be Australia’s first national online mega-sales event involving more than 170 big and small retailers in a shopping frenzy. But the “sale that stopped a nation” instead became the “sale that failed a nation” because it was unable to cope with the huge volume of buyer traffic and crashed.

The co-founder of the bargain site said the upcoming 24-hour Mother’s Day promotion was “certainly not the second coming” but he is expecting about 100 retailers to be involved.

By using some of the best technology providers, Arnott vows he won’t be caught by surprise this time. “We get that we have got a lot to prove this time around and we have to restore some faith.”

Click Frenzy was never going to be a one-off – or meant to crash – but Arnott says it is the retailers that spurred him to get back into the market after some of the backlash on social media and from spurned shoppers.

“We’ve taken away all the lessons from the 2012 event – good and bad. Now we’ve got a good line-up of events for the year that will end in another grand finale in November.”

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