Myntra's Website Re-Launch | Advertising

Posted 1 year 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.