February 29, 2012, 10:52 AM

How online retailers can be ready for success

An IRCE speaker says retailers should prepare for triple their highest site traffic.

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Kevin Diamond

Whether from a promotion on Cyber Monday—the Monday after Thanksgiving—or other deal offerings, online retailers can attract more traffic than their systems can handle, so it’s important to prepare, lest site performance suffer, says Kevin Diamond, chief technology officer at flash sale retailer HauteLook, No. 156 in the Internet Retailer Top 500 Guide.

At HauteLook, Diamond says he is ready for three times the highest traffic amount that the site has experienced. Diamond will discuss steps that retailers can take to prevent high traffic volume from straining their sites during the Internet Retailer Conference & Exhibition 2012 June 5-8, 2012, in Chicago, in a session entitled “My web site is down! Why the Internet doesn’t always work and what this means for your business.

Diamond stresses the importance of staffing. “My number one suggestion is you have to have a good staff on board to implement anything,” he says.

During the session, Diamond will also discuss ways to handle traffic, such as caching web content. He also will talk about the need to monitor and measure site traffic. HauteLook uses Ganglia, an open-source monitoring system, to better understand traffic flows and their impact on the site. “It allows us to create groups of types of servers and see what is happening for every type of metric,” he says. “What we’ve found is that bottlenecks are going to land in a few areas.”

Internet Retailer’s editors asked Diamond to speak because he is an experienced technology executive. He oversees the e-commerce platform team and is responsible for development and quality assurance of HauteLook’s e-commerce platforms. Prior to HauteLook, Diamond held positions in the technology realm, including director of I.T. at Lagovent Ventures Group, where he guided multiple web sites from concept to launch, and jobs at Jurisearch and Ascent Media.

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