Currys Prime Day equivalent shows value of mimicry approach

No primary category set

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.

Prime Day

RELATED POSTS..

Amazon renames Amazon Warehouse to Amazon Resale

Amazon renames Amazon Warehouse to Amazon Resale

New Amazon Low-Cost Store to compete with Temu

New Amazon Low-Cost Store to compete with Temu

Consumer satisfaction with UK carriers

Consumer satisfaction with UK carriers

Sophie Down reports on Amazon Ads unBoxed 2024

Sophie Down reports on Amazon Ads unBoxed 2024

6 UK startups join Amazon Sustainability Accelerator

6 UK startups join Amazon Sustainability Accelerator

ChannelX Guide...

Featured in this article from the ChannelX Guide – companies that can help you grow and manage your business.

Latest

Take a look through a selection of the latest articles on ChannelX

Register for Newsletter

Receive 5 newsletters per week

Gain access to all research

Be notified of upcoming events and webinars