Flipkart-led Myntra is hosting its biannual End of Reason Sale (EORS) 2019.
The online fashion giant expects it to be bigger and better than before as it seems to be gaining stronger traction from Tier-2 and Tier-3 towns as well.
“We have had customers who are putting more items on their wishlist than ever before. Earlier, people would shop in one or two categories, but now we have cases of people putting 23 products in their cart,” says Ayyappan Rajagopal, Head of Business – Myntra and Jabong.
The company claims that active users have already wishlisted over 10 crore items across categories such as jackets, sneakers, kurtas, etc., making an average of 23 items per customer.
The 4-day EORS event of Myntra started on 22 December and will continue till 25 December, having 8.5 lakh styles to choose from over 3,000 brands across apparel, footwear and accessories.
Retention of customers is an important part of Myntra’s strategy apart from acquiring new customers.
Further on same, Ayyappan said “We are creating a better experience for the customers as there are many expectations from them. We are going to solve for them so that they stick on with us for the long term.”
To enable higher levels of engagement, Myntra has brought in gamification onto their platform. The marketplace claimed that more than 6,50,000 users have played the games on the platform such as virtual make-up trial.
The Tier-2 and Tier-3 markets have shown great promise for this year’s EORS. Ayyappan says, “Consumers from these locations are not shopping for any lower priced products. In fact, the average selling price is higher than metros.”
He feels that the wide range of choices and availability of brands have made consumers from the Tier-2 locations and beyond to spend more on the platform.