Amazon started as online book store and has grown to be the worlds largest online retailer.
Currys Prime Day equivalent shows value of mimicry approach
The British electronics retailer Currys rivalled Amazon by launching their Prime Day equivalent “Black Tag Summer Event” a week before the 48-hour promotional event.
The retailer described their summer sale as “no subscription fee, just great deals […] Prime Day has now passed, but we still have some great deals!” leaving a little interpretation to their intentions to compete with the Seattle-based marketplace.
Last year saw Currys holding a summer sale in July which didn’t perform as aggressively and widespread against their competitor as their mimicry tactic against Prime Day.
This year, their bold efforts saw the retailer getting a larger share of clicks from Prime products such as the iPad, Nintendo Switch and Xbox One, all at high paid rates of over 50%.
According to a new analysis by Hitwise, Currys experienced the lion’s share of year-on-year (YoY) of organic and paid-click searches over the Prime week. Consumers were mainly searching for on-demand electronics, with “Samsung fridge freezer” as a top riser experiencing a 736% and 63% year-on-year rise of organic clicks and paid-for clicks, respectively. This dropped by more than a half with “Wireless headphones” search term solidifying +248% organic, and 38% paid for clicks.