Retailer websites unable to cope with festival online rush

Businesses across the world are transitioning from the contemporary shelf sale model to online marketing. This trend is powered by the device eco system that enables consumers to access information from multiple devices on a wide array of platforms. Consumers are redefining what ‘instant' means - attention spans are getting shorter and brand loyalty is increasingly fragile. As this marketplace continues to evolve, ecommerce merchants cannot afford for website performance to let them down.

Annual sales promotions running post-Christmas and the New Year period, generated significant consumer interest and enthusiasm, but analysis from Borland, a Micro Focus company, shows that many retailer websites were unable to cope with the associated increase in traffic.

Using an advanced in-house website performance tool based on Silk Performer technology, Borland identified an overwhelming correlation between sales-generated traffic rises and increases in website response times - a nightmare situation for any retailer hoping to capitalize on the seasonal online rush of bargain-hunting consumers.

Nitin Dang, Country GM, Micro Focus, India and SAARC, said, "Developing a robust performance strategy takes time, and peak period preparation should begin early with testing starting about six months beforehand. Putting in this groundwork is crucial if retailers are to take full advantage of peak shopping times throughout the year."

Commenting further, Dang said, "Retail brands increasingly depend on a strong multichannel presence, and seasonal promotions provide a great opportunity to market to new audiences. However, poor website or app performance now has the potential to reduce revenue and damage brand reputation."