The pre-GST fashion sale events were projected as Myntra VS Amazon (Fashion). But along with Jabong, the parent company Flipkart too joined its fashion arm’s End of Reason Sale (EORS). This is the first time the online marketplace has participated in Myntra’s flagship shopping event.
“With over 60% of Flipkart’s shopper base already shopping fashion on the platform, we are delighted to engage our shoppers with exciting offer constructs and keep them coming back for more. With the winning combination of big trends, bigger brands and biggest offers coming together, the End of Reason Sale will offer customers the best of fashion across categories – all in one place,” said Flipkart’s head of fashion vertical Rishi Vasudev.
In the EORS 24 – 26 June, Flipkart’s offers included:
- 50% to 80% off on over 3,000+ brands
- Brand Stock Exchange where the prices changed every hour as per the demand
- Cash-backs on domestics and international flights
- Flash deals
- The Late Night Show’, a special late night sale event that offered deals on men’s clothing, footwear and sports merchandise
Was the decision to join EORS pre-planned or was it a last minute move to foil Amazon’s plan for its End of Season Sale (EOSS), is not clear. But what’s evident is that Flipkart pulled out all the stops to use its fashionable advantage against its arch rival Amazon.
Cashbacks – Myntra’s strategy to take pressure off supply chain
Big sale event often puts immense pressure on ecommerce companies’ supply chain management. Delivery partners don’t get time catch their breath due to surge in sales. Myntra devised an innovative strategy to combat this problem.
The fashion etailer offered cash-backs to those customers who opted for delayed delivery. This not only helped to reduce logistic team’s burden but also the number of cancelled orders due to late delivery.
While speaking about this scheme, Myntra’s Chief Product Officer Ambarish Kenghe said,
“If you can take delayed delivery of 2-5 days, we will give you certain amount back. This is good for us since it will reduce delivery costs by taking a little bit more time to deliver it to customers. It will also simplify our supply chain and we will not have to deploy that much workforce.”
Besides the cashback scheme for late delivery, the Flipkart-owned fashion etailer also tied up with over 800 kirana stores for speedy delivery during EORS.