During Thanksgiving 2016, Black Friday and Cyber Monday hit record breaking ecommerce sales in the United States. Over 108 million shopped online. Total sales reached $9.36 billion, and mobile sales also broke the $3 billion mark. Online sales outpaced brick and mortar sales, as more people (notably the millennial demographic) chose to surf online for the best deals.1
Unfortunately, not all retailers were ready for the surge in traffic.
Macy’s, Old Navy, Victoria’s Secret, Walmart, Target and Newegg all experienced online technical issues. Websites lagged or crashed.2 Some customers couldn’t even log on. Others had a cart full of items that they couldn’t pay for, some even saw their items disappear and replaced by someone else’s selections. Many frustrated netizens took their complaints to social media, but for every person who bothered to tweet, dozens more simply took their money elsewhere.
According to the Forrester 2017 Holiday Outlook Report, online retail sales will increase this year by 12% and companies have worked hard over the past year to optimize every part of the shopping journey to win, serve, and retain customers during this often make-or-break shopping season.
Raw computing power has become commoditized to the point where there is …read more