“OMG! I have to download the app for shopping.” This is the expression when you realize that shopping from an ecommerce site is not possible without installing the app and you do want to bombard your smart phone with numerous applications. If you are also sailing in the same boat and holding yourself back shopping from Myntra, then there is good news for you that the company is yet again launching its desktop site.
Myntra which is owned by e-commerce firm Flipkart, adopted this app only stratagem from last year, closing its mobile website in March 2015 and desktop website in May 2015. This daring decision of the company resulted into great fall in number of customers and thus incurring huge losses. Myntra was not able to augment its revenues even after spending a lot of money on promotions. Last year many companies were getting lured to go app only to prevent comparative shopping as you cannot open 10 websites on the go on your mobile. Also, app provides a more personalized shopping to consumers by making it easy for the company to track users shopping pattern. But all this speculations and facts ended up as a failure and this app only policy simply backfired for few. Although mobile internet users are growing and according to Internet and Mobile Association of India (IAMAI) it will grow upto 314 million by 2017, but still shoppers need more alternatives to shop from.
Ananth Narayanan, CEO of Myntra, said that this step will bring back the lost customers and will help them access the portal from different modes, while he still believes that shopping through mobile is much comfortable experience than web. He wants to help the female shoppers since they are the significant part of online shopping and they need different channels to shop from and also they need to satisfy the urge of seeing some products on the big screen.
In addition to this re-launch, the Fashion E-portal is also diversifying its website with Home Furnishing and fine jewellery shopping sections for its customers. Myntra is expecting a hike of 15-20% in sales with this comeback but let us see how fruitful this verdict is with gaint companies like Amazon, Snapdeal, Pepperfry and Jabong in competition.
Image Source: Myntra Blog