Myntra's App-Only Strategy Backfires; to Relaunch Desktop Website
By: Amith Rahul Dated: May 05, 2016
It hasn’t been a lot of time since one of India’s largest online portal Myntra had shut down its website in order to establish themselves as the first app-based retailer in India. The app-only strategy made their customers to first download their application and then browse. This attempt to lure all their website traffic to their mobile application backfired and failed to yield desired results.
Though this generation is an app friendly one, Myntra failed despite of providing ‘app-only offers’. “Shopping through the app is sometimes not as easy as the website, I personally prefer the website which provides you a easy to handle shopping mechanism.” Said Mayank Goyal, student.
“We found that while a majority of the growth is driven by mobile, the volume of users on desktop hasn’t decreased. We’ve launched a number of new categories such as home furnishing and (fine) jewellery where customers want to see products on a larger screen,” said Ananth Narayanan, chief executive of Myntra, said.
This unexpected failure has forced the Flipkart owned Myntra to relaunch their website most probably by June 2016. With the market competition being hard after being left behind Jabong, Amazon and Snapdeal, Myntra has lots of work to be done in order to regain their hold in the market. Relaunching the website is one of their step to do so. After Myntra’s decision to go app-only, a lot of new startups had launched themselves seeking the opportunity with less competition to handle. In order to regain their market presence this time, Myntra surely needs to think out of the box.
Myntra is reopening its website at a time when its parent Flipkart is striving to keep Amazon India at bay. Flipkart, too, reopened its website in November, eight months after shutting it. Flipkart had also planned to shut its desktop site like Myntra but scrapped the plan late last year.