How to avoid being hit by website failures

Amazon Web Services went down for almost an hour at the end of June.

But that one crash impacted high-level online businesses including Slack, Netflix and Pinterest. And last year Currys, Argos and Tesco found the online strain of Black Friday to be overwhelming at times.

Downtime halts sales and affects brand reputation. When an outage of magnitude occurs, retailers need to make sure that they have the right technology in place to deliver an optimal customer experience.

That does not simply mean the retailers’ technology, but that of the partners on which they rely.

Paul Heywood, managing director of internet performance company Dyn, says: “Retailers need to have robust back-up plans to minimise the impact of anticipated and unexpected service interruptions.”

“Visibility into internet performance, together with the ability to take corrective action, is a fundamental necessity for retailers wanting to deliver a consistent customer experience.”

To ensure this, retailers must adopt technologies that control and optimise the customer experience to avoid outages and absorb traffic spikes.

Furthermore, retailers should approach every day as though their site has the potential to fail and have an end-to-end technology strategy across their digital supply chain.

“Retailers must have a well-executed technology strategy in place to monitor, control and optimise their online infrastructure at scale – for high volume Sale periods and for normal trading,” says Heywood.

“Focusing on online performance means that retailers can deliver great customer experience consistently, which is imperative to build brand loyalty.”