Myntra, the online fashion portal is withdrawing from its strategy of being available only on mobile. Myntra desktop website will be launched in June in a move to bring back the lost customers and to drive growth.
This move of Myntra comes a year later it shut its desktop website and carried out an app-only strategy. Being an app-only, Myntra triggered a debate among the online players on if the strategy will be a hit or backfire.
Ananth Narayanan, the CEO of Myntta, stated that they have realized and listened to the needs of customers and they are relaunching the desktop variant on June 1. This way, Myntra will get back customers, help the female customers shop more on different screens, and also suit their newly launched jewelry and furnishing categories.
As per the experts, this step will help the online retailer reduce losses without any additional investment. In such harsh market conditions where the funds are drying up soon, this will take care of increasing the growth by 10 to 15 percent. It will also help the company stay away from the red line, stated a former Myntra executive. The company based in Bengaluru is chasing profitability this fiscal year.
Flipkart owned Myntra has moved towards the relaunch for a few months. In January, the company held ‘End of Reason’ sale and users without the application could view any page related to the merchandise in case a link was shared by an app user. There were no transactions that were allowed this way. In February, the company relaunched the mobile website.
The experts claim that the frequent changes in the strategy of being app-only shows that the same did not work well for the company as it was expected to.
The former executive of Myntra claimed that the competition arises from various corners such as Amazon, Jabong, Snapdeal, etc. where customers have multiple access points. Anyways, it is good that the company gave up the extreme model that might already be a late decision. As they are back, rivals might lose mileage and they might have to worry now.
