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Myntra's Website Re-Launch | Advertising

Posted 6 years ago

No Respite Without a Site – Myntra Re-launches Its Website

Myntra’s escapade of trying to completely eliminate its website and exist solely in app form seems to have been a not so successful endeavour by the fashion e-retail giant as its website is now back in full swing. After pushing out a new TVC campaign to promote the site, we decided to test Myntra’s newest series of ads to collect some invaluable data based on user opinions. The new TVCs can be seen below: 

 

460 participants took the survey and a quick glimpse at the info graphics highlights some immediately obvious trends. Off the test group, majority of participants are males from metropolitan cities. Given the current generation’s penchant for being internet-obsessed, nearly 65% of participants fall in the 18-30 age category. This clearly shows the company’s main target audience to be youthful and techno savvy. You can see why they tried going completely app based.

 

Now that the division of the test group is clear, here’s my honest attempt at explaining the results of the survey. When asked about their preferred mode of shopping, a staggering 60+% of the participants admitted to using ecommerce sites and apps. Only 9% choose to shop solely from stores. We all know how successful the ecommerce revolution has been in India and these results corroborate that fact to the T. When studying the number of people who chose only 1 mode of shopping online rather than a mix, ecommerce websites and apps held identical strength in the test group (15% apiece). This fact basically tells us…. er nothing. Even though mobile applications seem equally common in terms of usage, clearly the experiment of doing away with a website didn’t work at all for Myntra.

Of the group, those who admitted to have shopped online were then asked their preference of shopping on a computer viz. a mobile phone and a 44.9% majority of the testers said that they used both. 33% said they only shopped on a computer whereas 22% said that they solely relied on their phone. This is an interesting bit of information to be inferred as it makes it quite clear that the relatively larger size of a computer screen is better-suited and more comfortable to shop on rather than on a mobile phone’s tiny screen. As a result, in hindsight, Myntra opting for a platform only accessible on a phone was indeed a bit of an error.

Despite a large portion of testers stating that they were aware of Myntra’s switch to app only and back, a whopping 71% said that bringing the website back was a good idea. However it’s rarity to see a leading company swallow its pride and admit to having had made a mistake which is exactly what Myntra seems to have done. As a result, the ecommerce platform’s audience hasn’t lost faith in the Myntra brand name yet and most young people stated that they were willing to check out, recommend and use the site now that its desktop version had been re-launched.

Myntra’s new ad is shot well and is simple to understand as a concept. Nearly the entire test group identified the brand in question correctly upon watching the ad and the most common opinions on it included – great, easy to understand, and brilliant idea.

 

After witnessing a dip in sales when its website was taken down, Myntra has come back fighting and has done extremely well since the website’s re-launch. In order to help boost performance, the 4th edition of Myntra’s End of Reason Sale was scheduled to happen at roughly the same time. This helped the company gain some traction as sales exceeded the 20x daily sales target. CEO of Myntra, Anand Narayanan, also mentioned that during the course of EORS-4, the app had half a million new downloads while the platform itself received 25 million hits and generated the sales of 2 million product orders by the end of the 1st day itself. Those are some seriously good stats!

Kudos to your strategy Myntra! Here’s to you not making any more rash decisions.

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48 Comments

  • Swapnil PorwalPosted 6 years agoMyntra make comeback with discounts on the release of the website and that appealed to the our generation.
  • Uma Siva Venkata Kiran EsttamsettyPosted 6 years agoGood to get back on website
  • dilip chaudharyPosted 6 years agoMyntra's exclusive YouTube channel is fast evolving into an e-fashion diary that regularly airs interesting, uncut snippets from famous fashion festivals ...
  • Rahul kalalPosted 6 years agoLove it
  • SupritiPosted 6 years agoThe ad focuses more on return policy and styles instead of website relaunch. For myntra ad- it's superb but for myntra.com relaunch- it's just about average.
  • Rahul kalalPosted 6 years agoNice
  • Kalachand PanjaPosted 6 years agoRealy good
  • Tanishq.A. JainPosted 6 years agogood comeback :D was waiting for it ;)
  • Swapnil PorwalPosted 6 years agoThis ad want to tell us that it is more convenient to shop online and never worry about return policy.
  • ThangavelPosted 6 years agoMyntra - easy return policy was a good move...
  • BIbinPosted 6 years agothey comeback with really nice collections in all sections
  • Arvinder kaur dhallPosted 6 years agoThis ad reveals shopping online is easy n comfort also if not suitable easy to return
  • RahulPosted 6 years agoRealy nice
  • meetPosted 6 years agomyntra is good site for shoping
  • krishnaPosted 6 years agoBest shopping site
  • munish kumarPosted 6 years agoit is very good website
  • munish kumarPosted 6 years agogood for back very nice
  • Nooreen saba Posted 6 years agomyntra good shopping website
  • shashankgadhe52Posted 6 years agoMyntra make comeback with discounts on the release of the website and that appealed to the our generation.
  • AnkitPosted 6 years agoVery wow ads Myntra
  • AnuragPosted 6 years agoNice ad
  • NitishPosted 6 years agoMantra is little bit costly in comparison with any other fashion online sites or apps.
  • shubhamPosted 6 years agoAfter witnessing a dip in sales when its website was taken down, Myntra has come back fighting and has done extremely well since the website’s re-launch. In order to help boost performance, the 4th edition of Myntra’s End of Reason Sale was scheduled to happen at roughly the same time. This helped the company gain some traction as sales exceeded the 20x daily sales target. CEO of Myntra, Anand Narayanan, also mentioned that during the course of EORS-4, the app had half a million new downloads while the platform itself received 25 million hits and generated the sales of 2 million product orders by the end of the 1st day itself.
  • MamtaPosted 5 years agoI like all ad of Myntra. best fashionable​ brand in Myntra
  • Birjesh KumarPosted 5 years agoThe largest fashion brand in india
  • Krishnaveni KPosted 5 years agoTrue that most of them now a day shopping online so shopping website one of the big contribution to the fashion and Myntra is one of the best.
  • Prashant ShindePosted 5 years agoGood shopping site
  • Pankaj dhanik Posted 5 years agoMyntra are so good shopping website. So many new collections of this site and price are reasonable and good. Its my favourite site
  • Priyanka GhatalPosted 4 years agoHahaha this is myntraa ad I new it online shopping and I loveit
  • RahulPosted 4 years agogreat product
  • Melvin TomPosted 4 years agoMind blowing, Bomblastic and marvelous ad ever seen
  • Rupasri sarkarPosted 4 years agoAmazing
  • Sameer KarekarPosted 4 years agoGOOD
  • Tapati PurkayasthaPosted 4 years agomyntra is better for fashion store
  • Tapati PurkayasthaPosted 4 years agofashion hub specially for women
  • sujit.purkayasthaPosted 3 years agoI have tried already earlier. Good
  • Vishal AroraPosted 3 years agoIt's amazing
  • NAZMAPosted 3 years agomytra makes shopping easy and convenient
  • sujit.purkayasthaPosted 2 years agoLike it
  • sujit.purkayasthaPosted 2 years agoYes true ,biggest fashion dress collection
  • sujit.purkayasthaPosted 2 years agoReally very nicr
  • sujit.purkayasthaPosted 2 years agoFine, good for the best designer items online
  • sujit.purkayasthaPosted 2 years agoMyntra is best for modern fashion and more discount and hence the Myntra is favourite
  • sujit.purkayasthaPosted 2 years agoMyntra is brand of latest and fashion able product s are specially for ladies
  • sujit.purkayasthaPosted 2 years agoMyntra,s fashion and varities of ladies items are vast and diverse .I like.
  • sujit.purkayasthaPosted 1 year agoGood Myntra is top ap online for fashionable clothes and other product.
  • sujit.purkayasthaPosted 1 year agoBest option
  • sujit.purkayasthaPosted 1 year agoMyntra is found to be best in fashion clothing recently and during current festive season.

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