A similar lesson that they can learn from the success of kogan technologies.
That the large incumbents (Myer, DJ's, Harvey Norman) are bad at online and its not taken as seriously as it should be. The online space is up for grabs.
They have not embraced it, they are scared it will erode margins and now they're well behind the 8 ball. The iconic and other online stores are killing it in Sydney.
Click frenzy was a poorly designed and executed; heres my take on it:1) Traffic was their key analytic
Traditional retail needs traffic, online needs traffic and good UX. The clunky interfaces, lack of live testing and fact that most of the big brands have not invested into their websites enough meant that sales were not being closed.
If any of the sites had done some simple A/B testing on the interfaces and included some features to help induce the sale it might of given them better results.
I'm guessing that they were focusing simply on traffic and time spent on site without playing too much with the data to try and get some deeper insights. 2) The server issues (which confirmed they are bad at online)
Its s shame that they did not have redundancies in place to handle the load. its a real black mark that they skimped on that area. Like Zuckerberg says, "YOU CANNOT GO OFFLINE".
If you see a rookie error, you're not going to feel valued or like they know what they're doing. 3) The same contempt for their customers as ever.
The discounts were nothing special, when you can compare the price to what the same thing is sold for around the world a 'sale' price that is still 50% more than the US price is an insult.
In a small marketplace a lack of choice helps them win those sales anyway, not on the internet.