Fashion and clothing app, Myntra is all set to add social elements to its app to make it more interactive and engaging, by letting users connect with their friend while they shop. The Flipkart-owned company is working on a Flipkart Ping like chatting service, to be called ‘Ask A friend', and is planning to launch it in next 2 months. Apart from the chat service, the fashion portal is also working on other features like a photo-based search option, and more to give the app a more personalized look and feel.
In an exclusive interaction with GizBot, Shamik Sharma, Chief Product & Technology Office, Myntra, told us that, "Shopping online may seem boring at times, as it does not involve friends and family. We are working on an array of new features in the app to make users feel more socially connected while shopping. Social elements are important to be added as these make the app more interactive and engaging, and enhance the overall user experience."
Myntra is beta testing the Ask A Friend feature that works similar to the Flipkart Ping, which was recently introduced to bring social shopping experience integration in the app. Like the Ping, the Ask A Friend will also work like a in-built chatting app that will let users chat with their friends, share product photos, ask for suggestions and do more while they shop on the app. Users can also follow brands on the app, and leave their views in the form of comments. In addition to that, the company is also working on ways to connect its vendors and users, by bringing them on one platform to interact directly.
Myntra completely shut its desktop and mobile websites and went app-only in May, as it used to get the bulk of their traffic from just mobile app, with 70 percent of their revenue generated from mobile only. In addition to that, Myntra wanted to take the first mover's advantage by becoming the first fashion service to go app only. Since the transition to mobile only service, the company claims to have added over 6 million users, which is about a million users per month, and is hoping for a higher growth rate once the new features will be in place. The company is also working on adding virtual wardrobe to search for products by using images and photos.
On Expanding categories to add gadgets and accessories:
Speaking on whether the company is open to add more categories of products, including electronics, Sharma added that "Myntra is a fashion service and will remain so." The company does not intent to wholly get into electronics, furniture or other such categories, though "if there is anything related to fashion, then the company may consider adding it to its offerings."
Myntra is planning to bring a few smart time pieces that are high on style and fashion, and make sense for its app. The company is open to add smart yet fashionable wearables including fitness bands, smart rings, accessories and more, in future. "We sell a lot of watches already, and 'smartwatch' is an obvious category to be added because it is very well aligned with fashion. For instance, brands like Misfit create smart necklaces which is well aligned with a fashion accessory; and so are their (fitness) bands. We think, as long as a product makes you look good and is a good looking product in itself, beyond doing whatever it does, it has to be on our app."
On commenting on whether this will put them in conflict with Flipkart, Sharma said that "Flipkart also sells fashion, and we also sell fashion. We don't look at it as what they sell versus what we sell, as the products can overlap as long as our value proposition is clear. Our focus is ‘fashion', and we look at everything from that lens. So if it is something that comes under our value proposition, and consumers expect to see those products on our service then we should have it."
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The company may as well bring products like smart denims or clothing in future, though only "If a brand is created on that, and is demanded."
The company is also planning to enroll a big-celebrity to endorse the brand, and will make announcement around it very soon.