Myntra’s Newest Candy For App-Only Shoppers, 3D Experience; But Sales Are Going Down
Myntra has decided to offer their app-only customers a new paradigm to improve their shopping experience: 3D visuals of their products.
Myntra has announced their partnership with Dassault Systems, which is part of the France based aviation conglomerate Dassault Aviation, to create 3D experience within their application, and to enhance their ecommerce platform.
Dassault System provides a flagship Product Lifecycle Management (PLC) package for apparels centric ecommerce portals, named as ‘My Collection for Fashion’, which will be used by Myntra for their new experiment. This PLC can quickly create virtual 3D models of all products displayed on an ecommerce portal, create virtual showrooms for easy navigation and integrate high level of user analytics to understand their shopping pattern, and then recommend products accordingly.
As per the documents accessed from their website, ‘My Collection for Fashion’ can help brands speed up product updates and visualization by 15-50%; save 75% of time for the developers and streamline complex supply chain by 5-7%.
While announcing their plans, Ganesh Subramanian, head at new initiatives at Myntra, said: “We are constantly working towards enhancing our consumer experience by leveraging state-of-the-art technologies and rolling out new initiatives.”
App-Only Shopping Mode: Sales Drop 10%
Ecommerce observers are stating that this new strategy from Myntra holds prominence, after reports emerged that after adapting to app-only mode, Myntra has experience a dip of 10% in their overall sales.
In March, Flipkart and Myntra shut down their mobile websites, and forced users to download their app in order to shop from their platform. Despite hue and cry from their dedicated users, they continued with their ‘mobile centric’ approach, and effective May 1st, Myntra has turned into 100% mobile app based shopping portal, as they shut down their desktop website as well.
We had reported that other major ecommerce portals namely Flipkart, Amazon India, Jabong, Snapdeal and Ebay India have refused to follow this trend, and have issued statements that both desktop and mobile versions will work simultaneously, as they can’t ‘force a customer to use mobile app’.
Myntra Says Sorry for Technical Glitches On Their App
In addition to that, Myntra app faced severe technical glitches during their much advertised mega sale on May 30th and 31st: ‘Appreciate Yourself’.
In order to push up their sales through their application, Myntra had announced massive discounts upto 80% on selected products during this mega sale. However, when customers tried to access the products, they were disappointed to discover that the app is failing to load properly. Several of them vented their anger on social media.
Myntra has sent an email to all users, apologizing for the technical glitches. The email said, “.. We failed to live up to your expectations due to technical glitches that affected the experience on the App for some customers.”
Myntra have assured that the technical glitches have been taken care of, and have assured that their users will not face any such issues in future.
Do you think that Myntra’s new gamble with 3D experience will help them to score over other ecommerce portals? Do share your views by commenting right here!