Why Myntra has Chosen to go APP only – Analysis by TopBullets.com

May 31, 2015 ~ Deepesh Singh

There is a buzz all around eCommerce industry about Myntra’s decision to close the website and forcing customers to download app. Today we will discuss, “Why Myntra has taken decision to go app only”. Before going forward, I want to share that I have been using Myntra from last 4 years. Actually I started online shopping with Myntra only in 2010-11. At that time we used to get huge discount like 250/- off on 1000 INR and other attractive offers. Today also Myntra is my first choice whenever I think of buying clothes. The most common reasons are price and variety which you won’t get in retail shops.

Now this month Myntra moved to APP only based platform. They would close down their website. So customers can now purchase through APP only. Myntra was doing good in the market, was way ahead of its competitors like Jabong and Snapdeal in terms of traffic and revenue, then why did they close their desktop business. I read various articles, talked to my friends who are developers in this industry and analyzed the things. Here is the key points that I want to share with my readers in this story. Read also Discount coupons & Online shopping
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Personalization Software Demo – A Tool in Online Marketing

January 25, 2014 ~ Deepesh Singh

Personalization: When we personalize our product or services to provide more value to customers, it’s called personalization.
Personalization has following important features.

Improve retention and lifetime customer value by personalizing the entire customer experience.
–Boost Average Order Value
–Increase Conversions
–Improve Customer Loyalty  with the Resonance Omnichannel Personalization Platform
Specially used in eCommerce
Convert shoppers with optimized product recommendations, content, and promotional offers
Engage visitors with personalized landing pages tailored in real-time to the context of their visit
Reduce costs and IT workload with less time spent on manual merchandising
Analyze with in depth, real-time reports and analytics

To analyze personalization software, I have taken Certona Software. Certona is providing its personalization platform which is called “Resonance Omni channel Personalization Platform”.
About ‘Certona’

This software provides few features that are listed below.
– Acquire more customers with personalized marketing campaigns that drive more traffic
– Engage visitors immediately with personalized landing pages tailored in real-time to the context of their visit
– Convert shoppers with optimized product recommendations, content, and promotional offers
– Re-market to customers with personalized transactional emails and personalized opt-in alert marketing

First it helps us to ‘Acquire’ customers, to bring customers from various channels to our websites. Then it engages them to visit different products, promotional offers and discounted products. Then keep suggesting customers to visit other substitute products or complement products as well. Then they influence the customers to purchase from the websites and after purchasing they always send recommendation and suggestion so that we can retain our customers.
How it works.
When someone visits our website, it recognize it’s like and dislike with 3-4 clicks which is current session and take data from previous history as well, which is saved in browsers cache and customer’s purchasing history, cart history and wish lists. Certona combine all these data and apply an algorithm, called ‘Multi Algorithm Optimization’. It applies best Business policy and promotional offers and show suggestion on web page or sends message to mobile or mail to email id.
Below image is detailed explanation of what certona is doing when a customer is logged in.

personalization software - deepesh

Below image shows how it study the traffic. Certona keeps tracking the real time sales and it find that sales between 7 PM – 8 PM are much higher than rest of the day. The reason is that most of the persons who are having jobs, return home and after getting relaxed they start purchasing.

personalization software - deepesh

The above image has been taken from Certona white paper. It shows the conversation rate with recommendation and without recommendation. The conversation rate in 2011 with recommendation is 7.71 % while without recommendation it was only 2.63%. So Certona helps us to convert and retain customers.
Few examples of Certona Application are listed below.
1. Sending Mail with recommendation (indiashopping)
2. Sending Mail with different promotional activity (flipkart.com)
3. Customize browsing (myntra.com)
4. Trending page – Auto refresh (yebhi.com)

Certona different product and services:
• Certona Recommendations™ – Real-time personalization for eCommerce websites
• Certona Mobile™ – Real-time personalization for mCommerce, applications and tablets.
• Certona Email™ – personalization of transactional emails and marketing campaigns
• Certona Remarketing™ – timely follow up emails to cart & browser

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Deepesh Singh
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Customer Relationship Management: Case of Flipkart.com V/S Myntra.com

December 8, 2013 ~ Deepesh Singh

I am a student of Marketing Management and I have keen interest in Online shopping as well. So I use to spend a lot of time in studying online shopping trend and marketing strategies. I do online shopping as well. Today I want to present a case of Flipkart and Myntra.
Customer Relationship Management is an important tool to retain customers and to make them loyal. Companies spend a lot of money in this department. Today I want to distinguish the CRM of Flipkart.com and Myntra.com through a small case.
Here is the case. Few weeks earlier I put an order on Myntra.com. I bought a jacket of Rs 2000 and applied a coupon of 30% and final price was 1400 INR. I ordered the jacket and chose Cash on Delivery. I got confirmation mail and was waiting for my jacket. But in the evening I got another mail from Myntra.com quoting that the following product was damaged one and they could not afford to send the same and no extra piece was there in their inventory. So they cancelled my order and gave coupon of 30%. I saw the mail. They clearly mentioned that product quality was so poor that they did not wish to send. I do not know the exact reason but they made it clear or tried to give a message that they do check their product before shipping.
Myntra - Image

Next morning I saw 2 missed calls on my mobile and when I called it back I found that it was from Myntra promotional call so I cut it. Soon a lady called me back and asked me to excuse them to not to send the product. She described why they can’t send it and about the coupon they gave to me. I was also satisfied. Myntra.com did not deliver value but they made me to trust their product. Though earlier I have purchased products worth RS 10000 from Myntra.com and have lot of trust on their shipped products, still it pushed me to be loyal to brand Myntra.com.
Now 2nd scenario. Next day I put an order on Flipkart.com. I bought a Adidas Sweatshirt worth Rs 2000 with 50% off. The product was very handsome and brand was Adidas. I purchased without having a second thought and received the product 2 days later.
Flipkart - Image

Here a snapshot of what I received.
Flipkart Blot - Image

Poor Adidas Poor Flipkart.com. Now I am comparing both scenarios. In one hand Myntra.com checked the product and found damaged and did not ship and called me to let me know. On the other hand Flipkart.com sent me a branded sweatshirt with blot on it. I was totally surprised. But I could not afford to send it back because I could not get such a cheaper offer and product was Out of Stock. So I knew that Flipkart would not send another one. They will refund my money which I did not want. So my friends suggested me to wash it. I put some chemical and wash the blot (दाग) after 15 minutes. I thought if it (दाग) goes then ok otherwise I will send it back. I did not tear tag and other thing. But luckily when I dried it out, it went and now it looks like a new one.

Conclusion:

In first scenario the brand was not known. It was Fort Collins. But in Flipkart’s case both brand as well as vendor are having a good reputation in market. Flipkart.com need to check their product before shipping. It would hardly take 2 minute. In case of electronics items you cannot open the case but you can check cloths. If customer received damaged product, it gave negative feedback and ultimately you have to pay for it. If customer sends it back, you have to return money and incentives which will take extra human resource as well as cost to company to give him shipping cost. So I would suggest that you should have a quick eye on the product before you ship. Recently Samsung sent a stone instead of mobile phone and the customer dragged the case to court. Similar case happened with Apple. A customer gave an order of 2 iPhone of worth 2000 $ and after few days she received 2 apples (fruits) again the case reached to court. If Samsung and Apple check what they are sending, they could save money and reputation.
Flipkart is also doing very well. They also have a dedicated CRM team. But somewhere in my mind Myntra.com won more trust than Flipkart.com.

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