Dragons' Den causes web traffic surge to INDEZ site - TOOLSTOP

31st August 2010

The BBC prime-time TV programme Dragons' Den caused a major web traffic surge to the www.toolstop.co.uk website yesterday evening.

Entrepreneur and product designer Chris Elsworthy made a successful pitch to the Dragons and secured investment from Peter Jones and Duncan Bannatyne for his DIY Power8 powertool workshop. Chris's objective is to grow sales for his innovative product which, at the moment is only available online. The main online outlet for the product is the eCommerce business www.toolstop.co.uk.

Within minutes of the show being aired, the Toolstop site was hit by an exceptional surge of visitors that had seen the product on the TV and were keen to find out more. Thankfully, INDEZ engineers were on hand to manage the surge and maintain service during a period where site traffic levels were at an all-time high.

Commenting on the incident, Geoff Stanley, INDEZ's chief Client Development Manager said "with eCommerce websites, we put in a great deal of effort to ensure a smooth, continuous delivery of web services. With clients, we work hard to engineer progressive and controlled growth where we can scale projects in a systematic and managed way. What this demonstrates is the capacity for mainstream media to cause significant spikes in internet behaviour. As eCommerce sites like Toolstop get ever more attention from traditional media outlets, we need to know that we can continue to keep all our customers well served".

Jayne Cunningham, INDEZ Marketing, commented that the incident was a great example of how visitor behaviour moves between different marketing channels. Although the web is fast becoming the dominant channel for many sectors of retail, the Dragons' Den story still demonstrates the massive impact of prime-time TV on consumer behaviour along with its ability to create spikes of interest in particular products that we help sell online.

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