Myntra targets non-metros, rolls out new returns policy

By

Isabelle Crossley

Published
Nov 30, 2017

In Myntra’s new marketing campaign, the e-commerce fashion portal has turned its attention to non-metro cities and small towns and also took the opportunity to launch a new returns policy.

 After conducting research into the shopping habits of customers in more rural areas, Myntra has identified them as holding major growth potential for the brand. “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there. Our research shows that over 30 million SEC- A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them. We see about 25 percent of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks,” said Gunjan Soni, the CMO of Myntra and Head of Jabong. The brand is launching two television commercials to give them more exposure to potential customers in more rural areas.

Neeraj Kanitkar, the Creative Director of Taproot Dentsu, which was involved in the campaign, said: “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.” In this way, Myntra is rolling out a new, more accepting returns policy that aims to make returns also possible for those in non-metro cities.

The campaign will run on television but also encompass online, digital, and outdoor marketing to widen the reach of the campaign. An increasing number of fashion e-commerce stores are turning their attention to non-metro cities as an untapped source of growth and Tier 2 and 3 cities as well as rural towns look like the next wave in e-commerce growth.