How Myntra is scaling up its sales during EORS on the back of a strong marketing game

• Myntra is looking at acquiring 7 lakh new customers this edition and is expecting a 50% increase in traffic on the platform than last year.
• The fashion platform has added 50 new brands to its catalogue, partnered with 15,000 kirana stores to manage 70% EORS deliveries, and on-boarded 50 influencers to expand its reach.
• Its communication will reach out to 300 million customers on different platforms as the number of creatives designed have been increased by 10X.
• Harish Narayanan, Head – Marketing, Myntra Jabong shares how the platform ramped up its marketing game to grow the customer base, increase brand salience and engagement on the platform.

Myntra’s End of Reason Sale (EORS) started with a bang as it sold 1.77 lakh items, with over 2.2 lakh new customers signing up, in the first 10 minutes of the sale.

The fashion platform is looking at acquiring 7 lakh new customers this edition and is expecting a 50% increase in traffic on its platform than last year.

The current edition has also brought in gamification, with four games - Brand Hunter, Logo Mania, Crossword and Santa Delivery, that customers played to earn points before the sale went live. The games were played by 6.5 lakh users.

Myntra also on-boarded 50 influencers, the highest so far, to expand its marketing reach.

Harish Narayanan, Head – Marketing, Myntra Jabong further shared how the platform ramped up its marketing game to grow the user base, increase brand salience and engagement on the platform.

“We have increased the number of creatives we made by 10X. We will be reaching 300 million users with our combined marketing plan this time,” says Narayanan.

In a first, 50 new brands were launched on Myntra, ahead of the mega sale event, offering shoppers the widest selection till date on the platform. Myntra has also scaled up the selection of its private brands with 1.5 lakh styles across apparel, accessories and footwear.

Key categories with expected high demand include winter wear, women’s ethnic and western wear, denims, street wear, sports and beauty. The 11th edition will end on December 25.

Myntra has also partnered with over 35 brands to enable deliveries directly from their stores resulting in a wider selection and faster deliveries for customers during EORS. To increase the consumer's convenience, Myntra partnered with 200 tailors to offer alteration services in Bangalore, Delhi, Mumbai and Kolkata and opened 20 experience centres across the country to provide value-added services such as pick up, returns, trial rooms and alterations.

The highly successful Kirana model, under MENSA (Myntra Extended Network for Service Augmentation) will cater to 70% of the overall deliveries, through 15,000 stores across the country. In addition to this, there are 9 forward deployment centres around high-demand clusters, to enhance logistical capabilities. Myntra has also expanded the number of pin codes served to 23,000, providing access to customers across all corners of the country.