Hitwise’s Robin Goad provides a useful insight into the consequences of Debenhams’ website crashing on Thursday and Friday of last week during its sale.
While 33.2% of the retailer’s downstream traffic went to other retail websites on the 18th (the day before the sale), by the 22nd this figure had reached 46.9%.
The main beneficiaries of its website woes were M&S, John Lewis and Next, all taking traffic and presumably sales from Debenhams. By contrast, just 25% of M&S’s downstream traffic went to rival retailers last week.
Also, the Hitwise stats suggest that Debenhams, though it did experience a clear surge in visits thanks to its pre-Xmas sale, had nothing like the spike that rival M&S experienced, and was able to handle without crashing or even slowing down.
How is M&S handling its pre-Xmas sale online?