Online retailer Kogan unveils spoiler online bargains to disrupt annual ‘Click Frenzy’ shopping surge
Australian online retailer Kogan has attempted a PR coup by unveiling its own online discounts, attempting to pre-empt the annual ‘Click Frenzy’ by twelve hours.
Click Frenzy was launched last year
Kogan said that Click Frenzy is organised by retailers who charge outlets to be part of the event since its launch last year, rather than being an organic, consumer led online event.
It has unveiled its own discount retail sale, which launched at 7.00am today.
“While we’re glad to see other retailers waking up to the fact that Australians want a great deal online, shoppers shouldn’t have to wait for a small window of a few hours for the best deals,” said Ruslan Kogan, explaining the event.
"Click Frenzy's attempt to own the concept of an Online Sales Day would be the same as Harvey Norman trying to own the concept of a Boxing Day Sale. These sales events should happen organically with retailers responding to consumers' needs,” he added.
“In the same way that Boxing Day sales started happening organically, because all retailers had excess stock after Christmas, and Black Friday and Cyber Monday sales in the US grew organically with retailers independently electing to promote sales on these days, we can have similar initiatives in Australia too, and we’re hoping to convince other retailers to put forward their best offers too independently of some central managed body, which merely tries to profit off the sale event.”
Click Frenzy describes itself as Australia’s first series of national online mega-sale events. It is “modelled on the phenomenally successful Cyber Monday in the US.”
Kogan is not part of Click Frenzy. The Drum has been told that its deals intentionally went live ahead of the official event, with Kogan raising awareness of its stunt via a social media and email execution.
@Kogan has in excess of 13,000 Twitter followers, against the 1,608 of @ClickFrenzy.
The Drum has contacted Click Frenzy but has received no comment at the time of publication.