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Wednesday, October 27, 2021

Myntra app gets ‘Myntra-Mall’ – Times of India

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Myntra is building ‘Myntra-Mall’, enabling shoppers to experience their favourite brands’, Official Brand Stores (OBS) on its app. Coming as it does, ahead of Myntra’s flagship, End of Reason Sale (EORS), in December, Myntra-Mall is aims to offer a one-of-a-kind experience for brands to connect with shoppers, during the mega event. The concept is claimed to replicate the offline mall experience, where shoppers choose to enter the brand stores for an appraisal on the entire offering, with the convenience of being online.
Conceptualised and developed in-house, Myntra-Mall offers customers a focused discovery process. Various features and widgets including those aimed at personalisation and recommendation will aid customer journey. The aim, as per the company, is to create a top-to-toe look for customers with their favorite brands, eliminating the need to navigate through multiple pages and using filters to arrive at the desired brands’ products.
“The Myntra-Mall will enable brands to display their collection under one roof while creating customised experience for the shoppers on a digital platform like never before. Myntra will be extending space within the Myntra-Mall, for interested brands to have an ‘Official Brand Store’, enabling them to create their own demand and excitement continuously. The platform will also allow them a degree of control over the design, content and experience offered to customers, through dynamic and customisable widgets along with the ability to auto-refresh content from a brand’s product catalogue at regular intervals,” said the company in a media release.
Talking about the launch, Lalitha Ramani, chief product officer, Myntra, said, “Driven by the vision of democratising fashion on the back of technology, we are building India’s first digital mall in partnership with brands, offering them a never before platform to connect with their consumers. Myntra-Mall will bring to the fore infinite possibilities for brands to acquire and engage customers in an effective and novel way, especially now, when going to malls has slowed down. It is a pioneering tech innovation enabling brands to showcase their offerings in a more organised fashion, to build equity with millions of customers and earn their loyalty. Myntra-Mall aims to provide the ease of shopping online to brand conscious customers with best offers from the brands directly, exhibited among a host of other features. Powered by Myntra’s deep analytics showing that 35% of searches have brand terms within them, the scale-up of the proposition is bound to revolutionize customers’ online shopping experience.”

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