Amritsar, NFA Post: Fashion marketplace Myntra has launched a digital mall on its app to offer buyers a shopping mall-like experience. This will let shoppers virtually enter specific brand stores and check out latest products, price discounts, and the overall offering.
The Myntra Mall currently has 30 brands — a mix of online and offline — with their customised ‘official brand stores’, and will have 60 brands and clock 1 million daily visits by 2021-end, according to Myntra.
The digital mall will be a permanent fixture on the app and will keep adding new brands to it, it said.
Conceptualised and developed in-house, Myntra-Mall is like a one-stop digital destination that offers customers a focused discovery process, eliminating the need to navigate through multiple pages and using filters to arrive at the desired brands’ products, the company 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,” said Lalitha Ramani, chief product officer at Myntra.
The 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, Ramani added.
Like other e-commerce platforms, Myntra has also been actively adding offline brands to create greater synergy, even as shopping malls slowly open up. Large offline retailers have also been heavily banking on online presence to boost sales.
Myntra will be extending space within the digital mall for interested brands to have an ‘official brand store’, the company said.
The platform will also allow them a degree of control over the design, content and experience offered to customers along with the ability to auto-refresh content from a brand’s product catalogue at regular intervals.
As part of the scale-up, Myntra’s synergises with the brands to enable deliveries using the company’s omnichannel technology will give customers a single view experience and also help in building an ecosystem for unified supply chain capabilities, it said.
