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Are celebrity endorsements doing more harm than good to your retail sales?

Online retailers exploring the recent trend of signing up celebrities to endorse them to their millions of followers on social media run the risk of site-melting bursts of traffic, according to Intechnica co-founder Jeremy Gidlow.

In a talk at GP Bullhound’s event “Online Fashion: Where is the smart money going?” last night, Jeremy pointed to a recent example where Kylie Jenner drove an incredible amount of demand to the website selling her range of lipstick. However, because the demand was so great and was directed at a specific time, the systems behind the website couldn’t cope and the whole website was brought down.

This highlighted a common problem retailers are facing today: Sales reduce margins whilst increasing demand, and the technology needed to cope with the increased demand can be very costly – further cutting into profits.

TrafficDefender is a SaaS solution developed by Intechnica in response to this problem. TrafficDefender allows retail websites to remain online throughout large spikes in web traffic without needing to over invest in additional IT infrastructure.

Watch Jeremy’s talk below or find out more about TrafficDefender.

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