Myntra is India's leading online fashion platform offering over 2,000 brands. It uses CRM to improve customer relationships and retention. The Myntra app provides unique features like image search and push notifications. It also runs the reality show "Myntra Fashion Superstar". The app includes themes and click-through rates are low, with 13.4 million visitors but only 2.2% converting to sales. Myntra focuses on search engine optimization, email marketing, community engagement and quality customer service to improve sales and customer loyalty.

1. Presented by :
Aheli Sen
Divya Agarwal
Doel Majumdar
Kamal Lochan
Priyanka Mitra
Vidhi Ashar

2. About
• Myntra is India's leading online shopping
platform for fashion brands and a pioneer in E-
commerce. The Myntra marketplace boasts of
a catalogue of over 2,000 top international as
well as Indian fashion and lifestyle brands.
• Myntra services over 19,000 pin codes across
the country. and kids' clothing.
• With the most extensive, in-season product
inventory, 100% authentic products, a cash-on-
delivery option and a 30-day exchange/return
policy, Myntra today is India's preferred online
shopping destination.

3. CRM
• Customer relationship management (CRM) is an
approach to manage a company's interaction
with current and potential customers.
• It uses data analysis about customers' history
with a company to improve business
relationships with customers, specifically
focusing on customer retention and ultimately
driving sales growth.

4. App Experience
The app experience is the sum of interactions and
feelings a customer has while using the app. Some
unique features of Myntra’s mobile application include:
Image Search
• Whenever you find some interesting fashion, just click
the photo of it, and search it on Myntra using its image
search option.
• This will show you all the related fashion products
which are related to the products in fashion.

5. Push Notifications
Push Notifications are messages sent
by apps that pop up on user's device, and
their function is to deliver information and
improve engagement.
There are various types of push
notifications-
• Sale & Offers push notifications- It
reminds you to make a purchase before
the sale/offer expires.
• Reminder push notifications- It reminds
you that your cart still has items waiting
that have to be purchased.

6. •Myntra launched ‘Myntra Fashion
Superstar’, the world’s first digital fashion
influencer talent hunt; which went live on
the Myntra app on September 17, 2019.
•It’s a reality show, aimed at identifying
and rewarding India’s next big fashion
influencer in association with Zoom
Studios.
Myntra
Fashion
Superstar

7. Theme Store
• Myntra theme store allows
users to filter products
according to various themes.
• It includes everything from
collaborations, handlooms,
sports & party wear to beauty
and makeup.
• This theme store makes it
convenient for the users to
browse through various themes
based on their choices.

8. Click Through Rates
• Click-through rate (CTR) is the ratio of users who click on a specific link to
the number of total users who view a page, email, or advertisement.
• It is commonly used to measure the success of an online advertising
campaign for a particular website as well as the effectiveness of email
campaigns.
• It can be seen as targeting & retargeting ads on other social apps, emails
and SMS notifications.

9. Social Media-
Facebook Retargeting
SMS notifications
E-mail reminders

10. Conversion Rate Ratio
• Myntra.com is one of the largest e-commerce company in India. It is ranked 76
among the top websites in India. 13.4 million users visit this site every month.
But, only 2.2% of these users buy products.
• Traffic: 13.4 million visitors every month through SEO/Ads/Retargeting.
• Signups: 87% of visitors stay anonymous. Only 13% of them sign up.
• Engagement: 90% of registered users don't engage. Only 10% of them add
products to cart.
• Conversion: Of the 10% users who add to cart, only 2.2% of them buy.

11. Search Engine
Optimization & CRM
Most commonly known as SEO it is the process of optimizing your online
content so that a search engine likes to show it as a top result for searches
of a certain keyword.
CRM is meant to help businesses better understand and connect to their
customers. The software stores information about customers from their
names and contact information to their previous purchases and even their
social media activity.
Three ways CRM software can improve your search engine optimization
results :
1. CRM Can Record Keywords
2. Social Media
3.Blogging/Blogger Outreach

12. Myntra and
SEO
“Myntra, India's largest fashion e-commerce platform and it’s SEO agency , INFIDIGIT, have
walked away with top honours at the Drivers of Digital, 2017, by winning the coveted Best
Search Marketing Campaign Award.”
• With Google making changes to its search algorithm almost every day, INFIDIGIT helps
Myntra stay on top of things with a dedicated analytics and data-driven approach.
• The SEO specialists at INFIDIGIT work with the digital marketing team at Myntra to
ensure a top rank for almost all targeted search keywords for an extended period.

14. E- Mail Marketing
“Email marketing is a way of promoting products or services through email. Email marketing is a
top digital media channel and is important for customers’ acquisition and retention.”
Benefits :
1. Targeted and personalized content
2. Better brand recognition
3. Boost sales
5. Build credibility
6. Stronger customer relationships
7. Click-through-rate (CTR)
8. Builds Excitement

15. Smartech addressed this challenge through :
• Helps enhance delivery rate through Primary Inboxing, which helped
increase the Click-Through Rates (CTRs).
• Identified customer segments based on their brand affinity, gleaned from
data regarding their interactions and transaction history.
• Myntra was able to zero in on the right content and creatives for its
audiences as well as identify the best times for sending their emails.

17. Community Marketing
• Community marketing is a strategy to engage an audience in an active, non-intrusive prospect
and customer conversation.
• It focuses on the perceived needs of existing customers.

18. SERVQUAL Model
Assured Delivery & Quality

19. 24*7 Response and Chatbots

20. Easy Returns
• Myntra's returns and exchange policy gives you an option to return or exchange items
purchased on Myntra for any reason within the specified return/exchange period.
There are two ways to return the products :
• Pick up: In most locations, it offers a free pick up service. You will see a pickup option
when you submit a return request.
• Self-Ship: If Myntra doesn’t offer a pick up at your location. In such cases, we will credit
the shipping costs in the form of Myntra credits provided the product meets the return
policy and you have shared scan copy of the courier receipt with us.

21. Payments And Cashbacks
• My Cashback' will be replaced by PhonePe.
PhonePe wallet can be used as a payment option on Myntra.
• Myntra Credit
1. Refunds to Myntra Credit - You may take refunds of returned items.
2. Add a Myntra Gift Card - Add your Myntra Gift Card to Myntra Credit.
3. Top Up - You may top-up Myntra Credit by available online payment methods at Myntra
App or Website.

22. Customization

23. • Focuses on customer loyalty
• Establish and maintain profitability
• Long-term relationship with customers
• Direct response marketing campaigns
• Emphasizes customer retention and satisfaction
Relationship Marketing
GIFT WRAPPING

24. 'Look Good Together' is a Referral Program which gives
you an opportunity to invite your friends to the
Myntra App. Both you and your friends gets rewarded
through the Referral Program.
Referral Code

25. Multi-Reward Events
DOUBLE-REWARD EVENT
Referrer and Referee will be
get double benefits (Rs. 200,
instead of Rs. 100)
TRIPLE-REWARD EVENT
Referrer and Referee will
get triple benefits (Rs. 300,
instead of Rs. 100)
5X REWARD EVENT
Referrer and Referee will get
5x times benefits (Rs. 500,
instead of Rs. 100)

26. Gift Cards

27. Sale & Discount Offers

28. Myntra Fashion Events

29. Try and Buy
https://www.youtube.com/watch?v=_u1vrb4f8bs
• Myntra was the first online brand to
introduce the concept of Try and Buy
• Try and Buy allows for a trial of products
before purchase
• Gives conscious customers the privilege
of ‘touch and feel’ factor
• This distinct feature can be availed at no
additional cost

30. • Myntra Insider is a customer loyalty
program
• It requires no membership fees
• Early access to sales,
• Priority customer support,
• Makeover sessions,
• Free shipping for first 30 days
• Perks through BigBasket, BookMyShow,
Zomato Gold, Hotstar, MakeMyTrip
Myntra Insider
https://www.youtube.com/watch?v=lpVVVO8s8M0

31. Social Media Marketing
Giveaways – Myntra collaborates with bloggers and vloggers to do giveaways; vouchers or an
assorted collection of items is promised to a certain follower who is hand-picked at random on
the basis of some ground rules.

32. Sponsored Advertisements
Myntra works on sponsored advertisements on Instagram, YouTube and Facebook (the top-
notch social media trio) as well as in games, music apps, etc. They work with bloggers to
advertise a new launch or provide a preview of their upcoming sale.

33. Contests
Myntra runs contests on its Instagram
handle and Facebook page for its
followers to participate and win goodies

34. Content Marketing
A blog post, a YouTube video. Content creators are paid to post a blog or a video to sell a new
concept or a new fashion brand launching on Myntra.
http://thesnobjournal.com/all-about-prints-2/
https://www.thestyledge.com/single-post/2016/1/4/All-About-You

35. Reference
· (n.d.). Retrieved 11 12, 2019, from https://blog.expertrec.com/image-search-on-myntra/
· (n.d.). Retrieved 11 13, 2019, from https://indiantelevision.com/mam/marketing/mam/myntra-launches-fashion-
superstar-world-s-first-digital-fashion-reality-show-190910
· (n.d.). Retrieved 11 14, 2019, from https://www.wordstream.com/click-through-rate
· (n.d.). Retrieved 11 15, 2019, from https://strikesocial.com/blog/retargeting-social-media-ads/
· (n.d.). Retrieved 11 16, 2019, from www.guesswork.co/research/in/ecommerce/companies/myntra.com
· Anonymus. (2017, Oct 30). businessworld.in/Myntra. Retrieved Nov 15, 2019,
from businessworld.in: http://www.businessworld.in/article/Myntra-Scripts-Success-With-its-SEO-Agency-INFIDIGIT/30-
10-2017-129905/
· Ward, S. (2019, June 25). www.thebalancesmb.com/blog. Retrieved Nov 16, 2019,
from thebalancesmb.com: https://www.thebalancesmb.com/email-marketing-2948346
· Demers, T. (2019, Aug 29). wordstream.com/blog. Retrieved Nov 16, 2019,
from www.wordstream.com: https://www.wordstream.com/blog/ws/2015/04/30/seo-basics
· (2019, 11 12). Retrieved from https://www.ndtv.com/business/myntra-introduces-try-and-buy-feature-1456567
· (2019, 11 14). Retrieved from https://blog.myntra.com/try-on-myntra-at-your-doorstep/
· (2019, 11 13). Retrieved from https://www.ciol.com/myntra-introduces-try-and-buy-try-products-before-purchase/
· (2019, 11 15). Retrieved from https://retail.economictimes.indiatimes.com/news/e-commerce/e-tailing/myntra-
introduces-try-and-buy-new-feature/54206447
· (2019, 11 16). Retrieved from https://www.thehansindia.com/posts/index/Business/2017-04-06/Myntra-launches-
campaign-to-promote-the-first-season-of-Big-Fashion-Gig/291595