Twitter backlash for Topshop
Not only does this mean that sales are being lost, but as a result of these web performance issues, the Topshop/Topman brand is suffering from serious backlash on Twitter (tweets include “Topshop’s new site can’t handle their sales traffic. Doh!” and “Topshop sale = dead”). The company subsequently responded with a Twitter apology.
Nick Bond, e-retail specialist at Zeus Technology, commented, “A large volume of traffic should be a good thing for online retailers, particularly when it is the result of a sale or promotion that directs a significant number of customers to transactional areas of the website. But things can quickly turn sour when the huge volume of traffic exceeds the website’s threshold and causes slow loading times or, worst of all, a crash. Promotions like the Topshop/Topman sale are an excellent way to engage new customers and increase the loyalty of pre-existing ones, which is great for the business. However if a new prospect’s first visit to a website is hindered by poor performance, it will not make a good initial impression on them and will reduce their propensity to return.
New media platforms such as Twitter mean that negative publicity about a brand spreads incredibly quickly and can be very difficult to control. This is why it is so crucial that there is open communication between marketing and IT, so that sites remain robust and reliable, especially during busy periods.”
The Retail Bulletin is organising their 2nd Multichannel Summit, to be held in London February 2nd 2011. The event is sponsored by k3 retail and will look at how retailers can maximize profits, market share and loyalty through cost effective, seamless, integrated multichannel strategies.
If you would like to attend as either a delegate or Networking Partner, go to www.retailbulletinconferences.com/multichannel2011
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