Online fashion retailer Myntra switched to app-only mode in May 2015 against buyers’ wishes. They buried their head in sand and were in deep denial about what consumers think about their move.
Finally, better sense prevailed and the fashion etailer listened to consumer feedback. As a result, Myntra first relaunched its mobile site (February 2016) and then the desktop site (May 2016).
But the Flipkart-owned company doesn’t want to stop here. The wooing session continues with the launch of try-on-delivery service for buyers.
“We recognise that one of the barriers to buying fashion online is the lack of touch, feel and trial factor. With this service, we are breaking that barrier and encouraging customers to try fashion online. This also eliminates the overall hassle of returning the product later. This has been launched as an introductory free service,” said Manish Pansari, VP – Supply Chain, Myntra.
Many ecommerce companies like Lenskart, Caratlane, and Bluestone offer try-and buy service to buyers. Myntra too was one of them but the earlier attempt failed.
“We surely evaluated offering this service earlier but the market was not ready then as there were much larger issues being addressed such as CoD [cash on delivery], refunds and home delivery of shipments. Now that we have overcome the issue of delivery reliability, we need to overcome this barrier,” disclosed Myntra.
As of now, the new and improved try-on-delivery service is available in Bengaluru in select pincodes on Myntra’s app, mobile site and desktop website. Some of its features are:
It can help to close orders faster, spot fake buyers and sellers. The lengthy returns process will be trimmed down and it will be easier to control fake consumer claims.
But people can also abuse this service by placing orders just to try things for fun. The pressure on the delivery staff will increase exponentially, as they will have to ensure that the buyer is present during delivery, and crosscheck why the order is being rejected.
Will the high-returns menace drop down or spike up? And will Myntra revise its returns and exchange policy to weed out unfair reasons to reject an order? How do they plan to streamline logistics?
Editor team is specialized in introducing the marketplace content targeting the Indian online sellers. They plan and coordinate to bring the appealing content for the small businesses on how to partner with the e-commerce sites like Amazon and Flipkart and strategies for improving their online business.
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