The Click Frenzy sale, which starts at 7pm tonight, Tuesday 23 April, is aimed at Mother’s Day shoppers who hope to snap up a bargain at prices not found elsewhere.
Bevilles multichannel general manager Stuart Duff said the company was prepared for the massive increase in web traffic after narrowly surviving the surge last year. Bevilles fared better than many other participants whose websites crashed with the massive demand.
Even the Click Frenzy site went down for several hours, cracking under the pressure of 1.75 million frantic bargain hunters.
“We knew it was going to be big, and we put a lot of time and effort into ensuring that our website could handle the traffic,” Duff said.
This year, Bevilles is offering products it believes are “right in the sweet spot for Mother’s Day and have proven to work before.”
“We have some fabulous deals that we believe the Click Frenzy customers will embrace,” Duff added.
“Because we were fortunate enough to be involved in the first Click Frenzy, we have an idea of volumes and have allowed quite a lot of stock for this event.
“We sold out of most of the lines we offered last time within the first few hours. We’ve allowed for more stock this time.”
Duff admitted that sales far exceeded the company’s expectations for last year’s Click Frenzy.
“It was clearly the most successful online campaign we’ve ever been involved in,” he said. “We expect to better it this time,” he said confidently.
Bevilles has 12 special Mother’s Day-Click Frenzy offers available and Duff believes the company has enough stock “to ensure the majority of customers are able to enjoy the fabulous offers we’re going to provide.”
Duff said Bevilles had always been an early adopter of technology. “We were the first jewellery retail chain with an e-commerce website,” he attested.
“Any event that provides customers value and is using technology to make it easy for customers to shop, we want to be involved in.”
He added that all Bevilles stores, which are company-owned, received the longer-term benefits of great brand exposure from the first Click Frenzy event. Bevilles currently has 29 stores in Victoria, NSW and South Australia.
“We would expect to be involved in the majority of Click Frenzy events going forward.”
Other major retailers returning after the first Click Frenzy sale event are Myer, Pacific Brands, Chemist Warehouse, Jeanswest and Quicksilver.
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