Inside the Australian and New Zealand book industry

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Click Frenzy launches new campaigns; several booksellers signed up

After last year’s rocky launch, the online sales campaign Click Frenzy is back in 2013 with a number of new events.

Four Click Frenzy events are currently planned for 2013: 24-hour sales for Mother’s Day, from 7pm on 21 April; the end of financial year, from 7pm on 25 June; and Father’s Day, from 7pm on 13 August; as well as a four-day ‘festival of online shopping’, called eCarnivale, from 7pm on 19 November.

Click Frenzy founder Grant Arnott, who modelled the campaign on the Cyber Monday promotions in the US, told BRW that he was expecting around 100 retailers to be involved in the Mother’s Day event.

Arnott said he was encouraged by retailers to launch new Click Frenzy campaigns this year, which he said will be supported by some of the best technology providers. ‘We get that we have got a lot to prove this time around and we have to restore some faith,’ he told BRW, adding that he was ‘shell-shocked and shattered’ by the media backlash after the website’s crash last year.

Booktopia, Bookworld and The Co-op were among the book retailers who participated in the campaign last year, and all three are on board again this year.

‘Booktopia are on the front page again as one of the major advertisers putting books front and centre for Australian internet purchasers as we did last year,’ Booktopia CEO Tony Nash told Books+Publishing.

Nash said Booktopia will participate in the Mother’s Day event and will run a similar campaign to last year, when the company experienced its biggest and second-biggest days in its history. ‘We are confident it will be a success, however we don’t expect it to be as big as November purely because of the time of year,’ said Nash.

Bookworld’s consumer marketing and PR manager Kim Noble told Books+Publishing that Bookworld is signed up for the Mother’s Day campaign, with ‘some fantastic offers on a range of titles that we will be offering for mums’, and is ‘currently looking into what other activity we will do with Click Frenzy throughout the year’. ‘We had great success with the November sale and are looking forward to being a part of the bigger and better offering they have this year,’ said Noble.

The Co-op’s chief customer officer Greg Smith told Books+Publishing that the retailer will be involved in this year’s Click Frenzy campaigns, after last year’s ‘quite successful’ campaign. ‘It’s another channel for us,’ said Smith, who added that this year’s campaigns offered a ‘new range of participation options’ for retailers. 



Category: Local news