Myntra is back again to its app-only strategy. The Flipkart-owned fashion wear etailer had created global history when it decided to go app-only beginning May 15 of this year. Mobile numbers were to be blamed for this decision – the company had claimed that nearly 90% of its traffic and 70% of its sales came from its mobile app.
Industry opinion stood divided on Myntra’s bold move – the others called it a suicidal move; regular Myntra e-shoppers were angry they were being made to now download and install the app. They threatened to boycott the site and shop from its competitors instead. Pundits forecasted the shutting down of Myntra, while parent company, Flipkart also announced its decision to go app-only.
Myntra responded to the big question of shutting down its website, as one that was driven with an eye towards the future, where mobiles will outgrow desktops both in terms of computing power and penetration.
“Myntra believes that switching to a mobile platform gives you the freedom to shop anytime, anywhere. It fits in perfectly with Myntra’s aim to create customer delight, as mobiles allow us to create a personalized experience to cater to your unique look good needs.”
Everyone wanted to know the results, and if their prediction had won. Myntra did experience a dip in its sales. CTO Shamik Sharma of Myntra informed TechCircle that Myntra’s transition to the app-only mode is not hurting overall sales.
“It’s true that we have lost a portion of our customers due to this app-only approach but I believe that has been compensated by a huge number of people who have come on board on the app platform.”
Six months down the line, Myntra came up with a mobile site. It created headlines for taking a U-turn from its bold move. Pundits who had forecasted this were happy that Myntra is back to its senses. However, one could not buy from the mobile site; for that they had to install the app. The focus was always on its mobile app, the mobile site was more to help its Google search.
Responding to why it also shut down its mobile site, Myntra said, “Myntra shall provide a better shopping experience on the Mobile App than it could through any mobile browser. Myntra Mobile App allows Myntra to give you a high quality personalized experience across all supported platforms.”
The brand has recently rolled out ‘‘The Best of Fashion for the Best of You’ which speaks directly to the new-age fashion conscious millennial who wants to look his/her best at all times. A set of 3 ad films by Happy Creative Services and produced by Asylum films, shows young men and women looking their stylish best in everyday situations of their life.
The film on sportswear for all athletes takes you through a day in the life of a guy and a girl, each in the pursuit of their fitness goals.
The ads lead you to the Android app, a lately updated one that offers 2,30,000+ product styles from 1600+ brands. Myntra has ensured that the new features like ’Refer and get rewards’ and ‘Style Forum’ give more reasons for shoppers to install its app. Style forum will answer your fashion queries, whereas one can earn upto INR 4000 for inviting their friends.
Positioning Myntra app as the ‘one-stop’ shop for all your fashion needs
From website to mobile app to mobile app-only to mobile site and now back again to mobile app-only, Myntra has been experimenting a lot. This year the brand has been taking risks with its shifting strategies on the platform, but now all that is at rest. Myntra is clearly focused on its Mobile App and in the company’s own words, “allows Myntra to give you a high quality personalized experience across all supported platforms”.
A better shopping experience coupled with the referral rewards and the style forum could play a major role in earning more organic installs for the Myntra app. As per a report by Nielsen Informate Mobile Insights, app model is the way forward for eCommerce in India in 2015. It stated, “If 2014 was the year when E-commerce finally came into its own in India, 2015 promises to be the year of the mobile shopping app. The Indian shopper is increasingly embracing shopping on the go, spurred by widespread E-commerce campaigns and easy access to smartphones that have seen an explosive growth in penetration.”
Myntra’s #BestOfFashion campaign reinforces its app-only strategy with smart communication, beneficial additions to the app while maintaining the website and mobile site as product catalog pages. Numbers will again drive its fate.