Myntra
P R O J E C T I N T E R I M P R E S E N TAT I O N
Group -6 Members
•Pranesh Soni (MBA21147)
•Kishan C (MBA21091)
•Apoorva Pawar (MBA21135)
•Navpreet Hans (MBA21120)
•Ranvir Kumar (MBA21156)
•Mohibbul Rahman (MBA21113)
•Karthik Janipalli (MBA21083)
•Shreyash Mandora (MBA21103)
About Myntra
• Major Fashion E-Commerce Platform.
• One stop shop for all fashion and lifestyle needs.
• Founded in 2007.
• By Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena.
• Headquarters in Bengaluru.
• In 2014 acquired by Flipkart.
• Myntra's portfolio included about 1,50,000 products of over 1000 brands.
• Distribution area of around 19000 pin codes in India.
• Has subsidiaries like Fitiquette, Roadster.
Need for CRM
• Provide top class customer service
• Increase sales business revenues
• Discover new potential customers
• Cross sell or upsell products more efficiently
• Make customer contact call centres more proactive
• Simplify marketing and sales cycle
• Let's the customer interact directly with Myntra
• Understand customer requirements and needs better
• To collaborate on customer feedback and take necessary steps to improve their experience.
Sources of data and data integration
• Integration of Data
Referral data Past Purchases
• Partnered with Microsoft to migrate its
platform to Microsoft Azure.
• Enhance the customer experience and Experiential
Customer
Marketing
service-Calls
accelerate its digital transformation Data
Demographic
Social Media
data of
Profiles
customers
CRM strategy: CRM Mission and Vision
• Myntra's mission and vision is to provide "a hassle free and enjoyable shopping
experience to shoppers across the country with the widest range of brands and
products on its portal."
• Myntra's value proposition revolves around giving consumers the power and ease of
purchasing fashion and lifestyle products online. Offerings such as the largest in-season
product catalogue, 100% authentic products, cash on delivery and 30 day return policy
make Myntra, the preferred shopping destination in the country. To make online shopping
easier for you, a dedicated customer connect team is on standby to answer your queries
24x7.
• Having a referral program is one of the most effective
ways to get more customers down the sales funnel.
• Consumers who genuinely love your brand will
recommend it to their friends — 81% of people trust
recommendations from friends or family over those from
businesses
• Referred customers have a positive perception of your
brand because it was promoted by their peers.
Designing a • They also reward both the brand advocates and their
referred friends, so the referral process does not feel
Referral Program “selfish or transactional.”
Customer Journey
PRE SALES- SALES POST SALE –
CAMPAIGN CUSTOMER SERVICE
MANAGEMENT
Pre-Sales – Campaigning
Events (such as – EORS, Only for “her” sales) specifically launched to attract with 250
million country wide customers.
Multichannel marketing Campaign for company’s flagship event.
Brands Ambassadors for attracting new customers.
Getting attracted by various offers offered by Myntra on various occasions such as -
father's day, mother's day, Independence day etc.
Offers for new customers – Free shipping cost for 1st orders, 200Rs off for new customers
for the 1st order.
Sales
Satisfactory Customer Flexible Product return Easy EMI options Pre-sale opening for the New Myntra Studio Premium brands with Myntra Gift Cards for
assistance during or exchange policy with available Insider customers. platform for trending Myntra LUXE segment. all occasions.
purchase. 100% genuine products outfits by Influencers.
guarantee.
Post-Sales
Fast Delivery of products.
30-day easy exchange / return policy.
Myntra Super coin on every purchase. (1Myntra coin = 1 Rupee)
Insider options on certain purchase amount ( named as- Select, Elite
Icon)
Promising customer service post-sale.
Analytical CRM : Customer Acquisition
The customer acquisition strategy for eCommerce should be measurable because any plan
that is not measurable can’t be optimized further.
The eCommerce customer acquisition strategy happens in several stages:
• Top of the funnel (TOFU): The top funnel consists of the awareness and interests stages.
• Middle of the funnel (MOFU): The middle funnel has the stages – consideration, intent,
and evaluation.
• Bottom of the funnel (BOFU): The purchase and retention stages are included in the
bottom of the funnel.
Analytical CRM : Customer Churn
Customer churn occurs when a firm's customers do not repeat purchases or stop interacting
with the company.
To reduce churn rate for ecommerce company like Myntra
• Myntra must provide its customers with a friendly and easy buying experience.
• Attractiveness and usability are critical characteristics for e-commerce companies.
• Myntra should understand the customer's product or service choices, purchasing patterns
and behaviours, spending capabilities, geographical location etc,
Analytical CRM : Customer Retention
Automated Marketing Cloud technology
• WebEngage
• Recency
• Frequency
• Monetary
Push Notification
Customer Retention Email
UI Development
Games with Rewards
No fee for insider
Customer Care Center
Client contact centres is a channel or resource on which clients contact to the firm to whine, raise
enquiries, giving criticisms and talk bot. Coming up next are the further elaboration on client contact
focuses of Myntra.
• a) Customer input: - The accompanying contact focal point of Myntra permits clients to give
criticism to their client experience. It tends to be connected with delivery guy, order processing,
product rating and reviews.
• b) Customer Care:- Myntra have client care number which can be used by clients for raising and
solving various queries as well as through mail.
Customer Interaction and Touchpoints
Pre -Purchase During Purchase Post Purchase
• Social Media • E-commerce sites • Completion and Thank you mail
• Peer • Shopping Cart • Product feedback surveys
Recommendation
• Product Reviews • Upselling/Cross selling mails
• Online ads and • Customer support channels
marketing content
Design of Loyalty Program
Design of Loyalty Program
• Transaction Based
Reward Mechanism
• Engagement Based
• Hard & Soft Reward
• Product Proposition Support
• Aspirational value of Reward
Reward Structure
• Rate of Rewards
• Tiering of Rewards
• Timing of Rewards
• Automatic Enrolment
Participation Requirements • Closed Loyalty Program
• Automatic Point Accumulation
• Vouchers
Payment Function • Coupons
• Myntra Credit
• Multi-Farm Loyalty Program
Sponsorship • Across Sectors
• Ownership
Cost and Revenues of Loyalty • Partnering
Program • Tier retention every twelve and six months
Design of Referral Program
How to refer and earn?
• Having a referral program is one of the most 1. Click on “Refer and Earn”
2. Copy your referral code from here and share it with your
effective ways to get more customers down the
friends on Whatsapp or Facebook or comment on our blog
sales funnel. 3.You will get upto ₹50 per referral
• Referral marketing is trusted by 86% of How to use Myntra referral code
customers, making it the most trusted form of
marketing. 1. Download Myntra App by clicking here
2. Now while Signup tick the "I have referral registration code"
• Word-of-mouth is a powerful tool that can option.
3. Tap on Signup and Create a new account.
accelerate your customer acquisition process.
4. Enter a valid email id and mobile number and verify it
5. Enter any of the below Myntra referral code : XYSFG , SUJJF
6. Rs 100 will be credited to your Myntra account instantly.
