Myntra is trying a new approach to enhance customer engagement on its website and app.
The fashion e-tailer is investing in video content to help customers stay updated with the latest trends, as it ‘transitions from a catalogue-heavy browsing experience to a content-heavy experience’.
“About one-third of our catalogue is already on video. We are making deep investments to ensure that the experience of users is seamless. Irrespective of the devices and networks they are on, they can watch these videos to stay updated on the latest in fashion,” said Amar Nagaram, Head of Myntra Jabong.
With the help of designers and influencers, the company is creating video-led content and is also starting a digital fashion influencer talent hunt called the ‘Myntra Fashion Superstar’.
The talent hunt will be broadcast as a digital reality show and will go live on Myntra’s app on 17 September.
“In the show, 10 contenders will compete and will be mentored and judged by Bollywood actress Sonakshi Sinha and celebrity stylist Shaleena Nathani. The concept is aimed at bringing the influencer community to the fore, and marks the beginning of our move to becoming an in-app content-led destination to engage customers,” Nagaram said.
Myntra has a registered user base of 50 million with 22 million active users monthly. They spend an average of 20 minutes on the portal which Myntra expects will double in the coming 3-4 years with the transition.
Talking about the many new features, the e-commerce company is looking to launch in its quest for transitioning within the next few months, Nagaram said, “Myntra will introduce a full-screen video player on the app to offer viewers an engaging video viewing experience. This is the first for any brand in the segment in the country and the first of many features that we will be releasing over the next few months to strengthen the way in which we engage with our audience.”