Outnet sale shows effectiveness of online campaigns and hunger of internet shoppers

Online fashion retailer Outnet showed that sometimes an online marketing campaign can be a little too successful when it launched a £1 sale last week.

Massive hype surrounded last Friday’s giveaway which began just before 7.30am and according to the company resulted in nine orders a second being racked up through the electronic checkout. Dresses and accessories from designers such as Givenchy and Stella McCartney were included in the sale, all priced at just £1 each.

But the success of the online marketing campaign by Outnet and the desire of the UK’s fashion hunters to grab a bargain led to the company’s website caving in under the pressure and crashing for many would-be shoppers.

According to Vogue, the sale was hailed as a success despite the number of people left disappointed.

A statement by Outnet said: “Whilst we were prepared for the volume of traffic the sale would deliver, we were overwhelmed by the speed at which people came to the site.

“This remarkable volume – up to nine orders a second – led the site to crash in some markets and I want to say that we are very sorry to all those disappointed people who didn’t get to buy anything at the sale, but delighted for all of those who did.”

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Richard Morris

Richard joined Lakestar McCann as news editor in 2009 and over the past three years has run the company's daily news feed service. Prior to joining the team at Lakestar he worked as a business reporter at Crain's Manchester Business, and spent three years as a general reporter at the North West Evening Mail in Cumbria.

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