Online – Offline : Myntra reverses roles

With the advent and growth of online shopping, many retail players moved to the online space to promote sales and expand in terms of sales and popularity. While some moved completely to online selling, some maintained their offline channels in addition to their online channels.

With everyone going “Hail online selling”, a recent development indicates Myntra’s plans to open physical brick and mortar shops in different parts of India to promote its private labels. With plans to launch by next year, this is part of Myntra;s plans to promote its flagship label, Roadster.

Although Myntra is in talks with Flipkart for a merger, it is rumoured that Myntra will continue operating as a standalone fashion brand.

Myntra’s plans for Roadster and other private labels

Offline channels are just for brand-building and not with focus on sales.

• First, one Roadster shop each will be opened in Delhi, Mumbai and Bangalore.

• Eventually, shops will be opened in other cities and towns.

• Bollywood actor, Ranveer Singh has already been signed up to endorse Roadster.

• Two or three more celebrity brands will be launched later this year.

• Renowned advertising agency has already been signed on for its brand-building.

Other e-retailers with offline presence

• DoneByNone, online fashion retailer, estimates 50% of its sales will come from offline stores in the next 5 years. Its first shop will be opened in Delhi, followed by shops in Mumbai and Bangalore.

• Understanding customers’ need to feel a product before buying, e-retailers like Firstcry, Healthkart and Lenskart are scaling up their offline presence.

Online-offline in the West

Sellers across the world are trying to bridge the gap between online and offline channels. An omni-channel approach will provide results as offline stores help to create trust and connect better with customers, especially for products like apparel where customers feel the need to try them before buying.

Even in a mature market like US, many fast-growing online retailers like Warby Parker(eye-wear), Birchbox (cosmetics brand), Bonobos (apparel brand) etc. have opened physical stores to connect with customers.

Should an Indian Online Seller take the offline approach too?

Myntra has chosen this route as its in-house private labels contribute more sales and margins, 35% higher than other external brands. Added to that, the fact that offline stores have better customer reach and helps to connect more with customers.

You can opt for an offline channel to add to the strength and awareness of your brand while scaling up your business. It helps to build trust thus aiding in capturing a market.