Australian businesses and shoppers will soon have access to another online flash sale event akin to the wildly successful Click Frenzy as online marketplace MyDeal has announced its own deep discounts sales event, labelled “Australia’s Night Online”.
Running for 24 hours on June 26, the event will have a number of discounts from businesses selling on the MyDeal platform, along with other Australian retailers who will run similar sales on their own websites. The event is estimated to attract over 10 million potential shoppers and is supported by fintech heavyweights Cashrewards and ZipPay.
MyDeal founder Sean Senvirtne told SmartCompany the sites own flash sale event had been in the works for the past four months after it received nearly 450,000 impressions from Click Frenzy’s sales event in November.
“As an online marketplace, nationwide sales events have a variety of positive outcomes for us which range from a higher conversion rate to providing an incentive for our sellers to discount their best selling products for consumers,” Senvirtne said.
“The intention of this event has always been to provide a boost to marketplace sellers and provide value for our customers.”
In May last year, Click Frenzy ran its “Mayhem” flash sale event, similar to the Black Friday/Cyber Monday sales which run in the United States. Numerous retailers sang the praises of these flash sale events, with many saying it was a great way to attract new customers from different demographics, and get their business more coverage.
At the time, customer behaviour specialist at People Patterns Bri Williams told SmartCompany flash sale events can bring big benefits to businesses, riding on the ever-present concept of the “fear of missing out”.
“The value of a big event like Click Frenzy is that retailers and consumers can go to extremes as they know it’s just a one-day thing,” she said.
“Flash sales are the counterpoint to the rise of convenient retail options like Amazon, as consumers still enjoy the serendipitous ‘hunter-gatherer’ purchase events like these, so they should continue to pick up traction.”
Senvirtne says MyDeal is unable to confirm if its Australia’s Night Online event will become an annual event but says the business aspires to do so if possible.
“We believe there is always room for Australian retailers to provide more value for consumers, not necessarily in the shape of flash sales events. A flash sale may just be one component of delivering value,” he says.
“The end of financial year is a good opportunity for businesses to showcase their products to both consumers and business audiences as the consumer spending intent is already there.”
Dominic Powell is a journalist at SmartCompany and a tech and music geek. When he’s not writing, you can find him reading or browsing record shops.
