I n e-commerce or any situation where the party is at your place, being a good host is essential.
It is something some of Australia’s retailers do not understand judging by todays Boxing Day retail rush.
Myer, one of Australia’s leading bricks and mortal department stores has been struggling with ecommerce, or more so resisting ecommerce for years. The phrase “bare minimum” comes to mind. A company with the resources that Myer has could do a lot better.
Their online store has become a focal point of late, but another crack has appeared on possibly the busiest shopping day in Australia for the year, Boxing Day. Myers website was down all day.
Another major electronics and white goods retailer, The Good Guys, who has had great bargains for Boxing Day for as long as I have known them, was woefully slow.
This brings me to my point that too many online retailers are under provisioning their back end setups.
Too many companies spend to cater for regular traffic rather than massive traffic on the big occasions. I realise from a cost perspective this may not seem logical to operate with this mentality, but the logic is in your site being slow or worse still, down on the biggest trading day of the year. How much is that worth to you? For Myer, millions of dollars.
Take the first Click Frenzy event for example. They grossly underestimated the traffic, so much so the headlines were about slow site and the “failure” of the event. The event has still continued strong but not at the lofty heights of the first round.
Kiss Metrics brings some interesting site speed stats
- 79% of shoppers who encounter poor site performance are less likely to ever return
- 40% abandon the site after 3 seconds
- 47% expect a website to load in 2 seconds or less
I think it’s fair to say that you must invest in a fast reliable site in order to reap the rewards.