Bengaluru: Flipkart-owned fashion marketplace Myntra has started a ‘digital mall’ on its app to offer users a shopping mall-like experience. Shoppers can essentially enter specific brand stores and check out the latest products, price discounts, and the overall offering.
The Myntra Mall currently has 30 brands– a combination of online and offline– with their customized ‘official brand stores. And will have 60 brands and clock 1 million everyday visits by 2021-end. The digital mall will be permanent on the app and will continue adding new brands to the digital mall.
India’s fashion retail aspect is fast growing as Flipkart, Myntra, Amazon, and Reliance Retail Ltd make a touch to evolve as the top stores. Ramping up partnerships with offline retailers, who continue to be upset by the pandemic.
Lalitha Ramani, chief product officer of Myntra said the digital mall is like a one-stop adventure, with no distraction or discovery method, for brand-conscious buyers.
This is a game-changer for brands which helps in correlating to customers and can help them to create a proper online appearance. We aim to democratize fashion with the help of technology. In cooperation with brands, offering them a stage to engage with customers,” Ramani said.
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The Myntra Mall will return to the fore endless possibilities for brands to acquire and engage consumers in an effective and unique way. Especially now, when going to malls has slowed down, she added.
With nearly 50 million first-time buyers assumed to buy online in 2020, and fashion being the first touchpoint on e-commerce websites. E-tailers are aggressively adding value on focused brands, forming strategies about online-offline partnerships, and boosting individual labels.
Similar To other e-commerce websites, Myntra has also been actively looking for offline labels to generate greater synergy. Even as shopping malls are opening slowly. Large offline retailers have also been massively banking on online appearance to boost their sales.
The Myntra Mall allows brands to show their collection under one roof while creating a customized experience for shoppers on a digital platform. Myntra will be increasing space within the digital mall for engaged brands to have an official brand store.
The platform will also provide them a degree of control over the design, content, and expertise offered to consumers. Along with the strength to auto-refresh content from a brand’s product catalog at frequent intervals.
Myntra’s synergizes with the brands to allow deliveries using the company’s omnichannel technology. Will give consumers a single view experience. and also help in establishing an ecosystem for united supply chain capabilities.
