Myntra App

The e-commerce industry has been under constant scrutiny – be it in terms of analysis, predicting trends and use of Big data. While cloud was one of the domains that provided endless opportunities, it has now become a field was crazy rat race.

Online shopping is one of those domains that sees new entrants everyday and while some dissolve even before half-way, those like Myntra continue to rule the market. Myntra has time and again proved itself very efficient in understanding its customer needs and even innovating itself as a portfolio to catering to the evolving demands.

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Myntra went app only recently. This did invite some positive and some negative inferences and predictions from market experts.

Some stats that backs up Myntra’s decision to go app-only:

• According to the findings of the company, this insight comes from the fact that 95% of the traffic comes from smartphones which generating atleast 70% sales.
• Study by CISCO predicts that India will be world’s second largest smartphone market.
• Report by Morgan Stanley predicts India’s online penetration to increase from 9% in 2013 to 36% by 2020, with mobile users leading the bandwagon.

With big data making analysis and predictions easy, it becomes a task for the company to innovate, keeping in mind what clicks with its customers the best.

The problem: Myntra decided to go all app in order to make a personal connect with its customer base. Information such as customer’s location, browsing pattern, camera, etc. can help a software understand its customers like nothing else. However, not many from the country still seem to be joining the app. In such a scenario, it becomes important for Myntra to pitch their product to their customers correctly.

Target Audience: 

• Tier II and Tier III cities: These are the cities where there aren’t many fashion outlets in the vicinity and hence the customer is less likely to go to a store and try the outfit.  Also, maximum population’s first introduction to the internet is through smartphone.
• Age: Customers between 18 years to 30 years
• Profession: Students and young families

Blogmint: What do you think should Myntra’s elevator pitch be and how should they go about it?

I believe pitching an idea effectively to a customer must be done in phases and not in an elevator. Which means, before the person enters an elevator, ensure he gets tired enough to actually take the elevator, relaxed enough to readily listen to your pitch and enthusiastic enough to buy your pitch.

A few campaigns we came up with:

1. App kab badloge? 

• Social Media campaigns using #AppKabBadloge, inviting people to share their experiences with changing themselves for the better. Social media should be optimized the most since directing online customers to online interface is easier than directing offline customers to online.
• Same campaign can also occupy space in print with simple instructions to download the app, considering the technological literacy of the user base.
• Collaborating with different portals providing early access and coupon codes to first time customers (Uber model) and early access to selected deals on Myntra app. Campaign name suggestion: #PehleApp
  

2. Style your self(ie) 

• A dedicated social media campaign where a user flaunts his/her outfit purchased from Myntra by clicking a selfie and gets INR 100 in their wallet! The social media contest could go ahead asking the users to style their outfit in different ways and post their selfies with #StyleYourSelfie. The craziest style wins some gift.
• This will not only help Myntra understand the way users style themselves but also attract potential customers who are present on platforms like Facebook, Twitter and Instagram to download the app.

3. Sell comfort

• In cities where consumers aren’t aware about online shopping and lack trust, it is important to convert their shopping habits. In order to do so, lucrative incentives play a very vital role.
• Myntra needs to drive down the message to the consumer about benefits he/she can leverage on downloading their app. The idea could focus on various contrasting combinations.
• Sell the comfort:  Less time consumed, less travelling, less chaos, less bargaining,less money. More convenience, discounts, brands, styles and efficiency.