News

Brand Collaborations – Easy Money or Online Disaster?

28th November 2017

H&M officially broke the internet when their first designer meets high street collaboration, with ex Chanel Creative Director Karl Lagerfeld, launched in 2004. A decade and a half later, they have continued their collaborations with designers such as Stella McCartney, Versace and Erdem.

Every collaboration has led to outraged customers as the H&M website has been unable to cope with the traffic surges on the day these designs go live. Traffic spikes that are unprepared for can render a site unusable. Any downtime can have a seriously negative effect on customers, who may never buy from the brand again.

H&M aren’t alone with this problem, the Topshop website crashed in 2016 when Beyonce’s Ivy Park clothing range was launched. Customers complained about facing long delays and payment problems – with the website giving up on them before they could checkout.

High demand and high heels – the undisputed queen of pop Rihanna suffered similar problems in May 2016 with the limited-edition Rihanna X Manolo Blahnik collaboration.

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There were only 400 pairs of the shoes stocked in the Manolo Blahnik stores in London, New York and Hong Kong. This saw many fans look online to snap up pieces of the collection, which ranged in price from £650 to £2,950.

Sadly, the brand’s dedicated microsite was not prepared for such high volumes of customers online and crashed several times due to traffic surges.

Why Poor or no Traffic Management Can be Costly to Brands

Without a queue management system key sales days can turn into unmitigated failures with poor sales, angry customers and a very busy customer complaints team.

Without an effective queue management system to manage the flow of visitors, a website can crash and suffer severe downtime. Key sales days can become a disaster with poor sales, angry customers and a very busy customer complaints team.

In 2016 UK businesses clocked up 149 million hours of internet downtime, costing the economy £12.4 billion in lost productivity. The average cost per hour of downtime is £686,250 for a large business and £215,637 for a medium business, figures that can’t be ignored.

TrafficDefender Peak Management enables a site to maximise revenue and protect their brand reputation during extreme spikes in traffic. Smart traffic management control even allows retailers to provide VIP customers with website access during huge traffic spikes. As the industry leading online queueing system, TrafficDefender protects the uptime, availability and performance of websites across a myriad of industries.

Trusted by companies such as AO.com, Pets at Home and JD Williams, TrafficDefender isn’t just a queue management system, it enables web application owners to identify and understand all traffic to their website and protect themselves from cyberattacks.

 

 

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