Myntra eyes 5.5 million customers in sales event
Walmart-owned fashion retailer Myntra is expecting 5.5 million unique customers during its upcoming Big Fashion Festival (BFF), with 1.8X increase in traffic over the previous edition.
This edition of the mega fashion event is expected to see a massive uptick in demand, at 4X over its business-as-usual and 1.6X over the last festive season. About 40 per cent contribution will be coming from tier 2-3 markets.
Tech capabilities of the platform are geared to handle one million concurrent users at peak. About 1.1 million first-time shoppers are expected to participate in this edition of the event.
Myntra’s 360-degree marketing campaign, for the festive season, with over 100 national and regional celebrities and popular influencers, is expected to reach 150 million people.
It is also riding strong on the concurrence of Big Fashion Festival with its stellar partnerships with T-20 teams RCB and CSK, to maximise its reach further.
“We are extremely excited and eagerly await the opening of the biggest edition of our Big Fashion Festival, which is among the nation’s largest festive shopping carnivals for fashion, lifestyle and beauty,” said Amar Nagaram, chief executive officer (CEO), Myntra. “An event of this unprecedented magnitude is also set to provide thrust to our ecosystem, especially the artisans, micro, small and medium enterprises (MSMES), and our Kirana store partners.”
Myntra has given a major boost to its supply chain network, including MENSA (Myntra extended network for service augmentation) partners. It has increased its capacity of lastmile deliveries by expanding its kirana store network by 30 per cent, taking the count of its kirana store network to over 25,000, to reach customers across the country.
The firm has also announced hiring 11,000 ground staff for its last-mile and contact centre, strengthening its supply chain management capabilities further.
Ahead of the festive season, Myntra has strengthened its supply chain network across the country, with the addition of one fulfilment centre, three mother hubs, 12 satellite hubs, and 171 distribution centres. These will significantly enhance capacity for higher storage volumes and optimise last-mile deliveries further.