Last week Australian consumers went wild for the annual shopping mega event Click Frenzy. With online retail spend in Australia set to tip $17bn by the end of the year, and a growing number of advertisers participating, we knew that Click Frenzy 2015 would smash records.
It’s evident that Australian consumers are embracing the world of online retail. And while they’re embracing the new world in which they shop, they’re also developing new habits and becoming much savvier consumers.
Extensive research and an increase in showrooming and webrooming are some of the new shopping behaviours that we know Aussies are embracing, but at Rakuten Marketing we’re always eager to delve deeper into the behaviours of consumers and find out what new and interesting trends they’re adopting.
Following what was undoubtedly the most successful event to date, we spoke to Click Frenzy to find out what interesting trends and statistics they uncovered from this years sale that stops a nation.
Here’s what we found:
- Site traffic increased 40% and page views were up 57%. Consumers love a good deal and with retailers seeing positive results from the 2014 event, the increasingly strong offers available lead to higher engagement from online shoppers. Through the Rakuten Affiliate Network we saw 116% YoY sales growth.
- Fashion and homewares were the most popular categories, with designer handbags and manchester beating the iPhone as the most sought after items. In fact off the back of Click Frenzy, the fashion vertical experienced 30% WoW growth.
- The most impressive statistic is the increase in smartphone usage. Traffic from smartphones jumped a whopping 84% from 2014, accounting for 41% of total traffic. Combined with tablets, mobile accounted for 61% of Click Frenzy’s total traffic. Click Frenzy’s Founder Grant Arnott, said “Click Frenzy shows that Tuesday night couch commerce and multi-screening is a major part of Australia’s online shopping culture.”
So what’s the most important thing for retailers to remember for future shopping events?
Mobile is Key!
Aside from having a compelling offer and the usual things like system stability and website response times, the key take away from Click Frenzy 2015 – Mobile matters! We’ve known for a while that smartphone usage is on the rise, and this year the stats have confirmed it. Ensuring sites are mobile responsive and optimised will improve the overall user experience and help increase conversion rates.
To find out more about how you can take part and make the most of online shopping events contact Rakuten Marketing today firstname.lastname@example.org