Click Frenzy director Grant Arnott says the retailer is taking every measure possible to ensure another meltdown doesn't occur. Picture: Stuart Walmsley Source: News Limited
GRANT Arnott's plan to avoid a repeat of last year's Click Frenzy online meltdown is simple: make the website big enough to handle the job.
To do that, the Melbourne-based retail marketing company has hired global technology firm Akamai.
Akamai is a content delivery network company that hosts a version of its client's website on most ISPs. It manages content for most of the world's major banks, media companies and major retailers.
Ian Teague, Senior Manager, Australasia at Akamai, said the Akamai distributive computing model involved creating a cached version of a website on individual ISP servers so that the load was spread around.
Last year, the Click Frenzy website was offline for hours as it crumbled under the weight of 1.75 million shoppers wanting a bargain.
"That's a big number but it would hardly rate a blip on our whole platform," Mr Teague said.
Mr Teague said the Click Frenzy website handled by Akamai could "absolutely" handle 10 times the number of people who hit it last year.
"We virtually have an unlimited capacity," he said
"We deliver about 25 per cent of all internet traffic every day."
But Mr Teague said his company's involvement in the sale could not ensure the event was trouble free for every retailer involved.
While Akamai could ensure the Click Frenzy portal remained active during the sale, any individual retailers involved who were not Akamai clients had to ensure their systems were able to cope with the extra traffic.
"We are not a panacea," Mr Teague said.
Mr Arnott has announced four Click Frenzy events this year, starting with the Mother's Day Frenzy on April 23 and culminating in a week-long ClickFrenzy e-carnivale beginning on November 19.
"We're back because we're confident," Mr Arnott said yesterday.
"We're not gluttons for punishment – we believe we have a good idea that we would like to continue.
"I think retailers and customers could benefit.
"We don't want a repeat. We know we have to prove ourselves. We will always have our critics. I continue to get some harsh emails and some harsh messages coming through and I've stopped reading some of the commentary on social media.
"We're only back because it was a successful event, it wasn't a complete failure. We believe in the business and we're excited about what it offers the retail landscape in Australia.
"If everything had gone smoothly with the technology then it wouldn't be such a talking point. But we've got to wear that, dust ourselves off and get back into it.
"We've got a good opportunity to continue and to prove ourselves.
"What happened last year was not exactly what we wanted to unfold. I think the premise behind this event, creating a 24-hour online shopping mega sale, is clearly what Australia is looking for and we've got exciting things in store."
"We're certainly taking every measure to ensure that doesn't happen again. If everything works smoothly, it's actually a great way for people to come and inspect all the goods in the one location at a central starting point, and then go and explore the retailers site.
"We are a portal to a wide range of different stores. What we're doing is creating a really cost effective way for retailers to meet a mass audience.
"We definitely have to address the technology issues, we're doing all of that. Our mission is to get everything right and to continue to improve forever. That's certainly what we see as imperative to the success of Click Frenzy – just keep improving and refining it and listening to our customers to make sure we get it right.
"I'm as confident as I can be. I'm confident that we've invested in the best providers available. We've certainly taken every measure to ensure we don't have a repeat of last time."
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