Flipkart Group company, Myntra, has reportedly introduced Myntra-Mall update in its application in an effort to provide an offline mall experience to its customers through virtual brand stores. This feature enables an intuitive discovery experience of official brand stores instead of navigating through multiple pages and filters for searching the desired products.

This move comes along the heels of Flipkart’s rising focus in fashion vertical to thwart off intensifying competition in the Indian e-commerce industry wherein Mukesh Ambani’s JioMart is strengthening its hold across various niches, including grocery, electronics, and fashion.

Sources familiar with the matter stated that the mall empowers brands to display their collection in one place with flexibility over certain elements like content, design, and experience offered to customers by using customizable widgets. For brands with a low online penetration, Myntra-Mall levels the playing field by allowing them to synergize their offline touchpoints and grow their online presence.

Apparently, the app automatically inserts banner on detecting brand keywords in product list pages and search results. Furthermore, the creatives utilized for product discovery points can be personalized by targeting specific customer groups based on aspects like location, and gender, said the company.

Myntra’s Chief Product Officer, Lalitha Ramani, said that the company is pioneering tech innovation to enable brands in showcasing their offerings in organized way, so as to build equity with millions of customers and gain their loyalty.

The online fashion e-commerce giant is aiming to hit over a million visits each day on Myntra-mall by the end of next year, cited trusted sources.

Previously, in July, Myntra expanded its presence in the international business scene by partnering with Emmar Group owned fashion portal Namshi and e-commerce portal Noon to launch Myntra Fashion brands in the Middle East.

Source: https://www.financialexpress.com/industry/sme/now-experience-mall-shopping-on-myntra-as-company-steps-up-customer-brand-engagement/2146614/