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Myntra claims app-only success

News, 12 October 2015

BENGALURU: Myntra, the online fashion retailer, says that its transition to an app-only platform has not lost it any revenue and that it expects to gain more customers in this week's Big Billion Day sale.

Ananth Narayanan, Myntra chief executive officer, admitted that the business had lost customers during the switch, "but the rate at which the mobile is growing, we got a lot of new customers", he told the Times of India.

And in any case, he added, the notion of "lost" was temporary as the business was applying itself "in a very systematic manner" to getting those customers back on the app.

Narayanan expressed optimism that this week's Billion Day Sale would give a "big bump" to that process.

Over the five day sales period he hoped to see an eight- to tenfold increase in traffic and a three- to fourfold increase in revenue, with three times as many packages being shipped as would be normally.

Last year's sale period produced the so-called Diwali debacle as ecommerce platforms struggled to cope with unprecedented levels of demand from consumers, but Narayan was confident in his systems.

"Load testing is being done to make sure that nothing breaks during the experience," he said. Server capacity has been increased while warehouses and providers have been prepped.

Closing the website has hardly affected in the business in terms of revenue, thanks to the higher levels of engagement seen in the app, according to Narayanan.

This, he explained, was due to the greater level of personalisation that could be achieved. "The lifetime value of a customer on an app is almost twice [that] of somebody who would shop at a desktop," he stated.

Data sourced from Times of India; additional content by Warc staff