From selling food grains, biscuits, sugar and soaps, to delivering fashion, kirana stores in India are now doing it all. Myntra’s ongoing End of Reason Sale (EORS) aims to utilize the large network of mom and pop stores in delivering a sizeable chunk of their products to customers.
In preparation for the EORS, Myntra has done the necessary groundwork to enhance delivery speed by 15%. As part of that plan, it has partnered with as many as 7500 kirana stores, geographically spanning 50 cities. This is more than double the number of stores Myntra had tied up with in the previous edition of the EORS. It has been projected that 3.5-5.5 lakh deliveries will be carried out by these stores.
How does this help?
So, why is Myntra, one of India’s most progressive e-commerce websites, partnering up with something as dipped in tradition as kirana stores? It’s simple – to provide the customer with the best experience.
With almost 2500 international and domestic brands participating in EORS with jaw-dropping offers, traffic is expected to be at an all-time high. Kirana stores will play a pivotal role in ensuring that last mile deliveries for the sale is a success, by fulfilling around 70% of delivery orders.
To maintain the high standards of customer service that Myntra have set for themselves, the partner stores have been selected through a stringent screening process. They have also been trained by 300 Myntra executives to ensure that the deliveries happen exactly like a Myntra delivery would happen, points out CEO, Ananth Narayanan.
Kirana stores are a significant part of the social fabric of small Indian cities. On an average, a single store caters to roughly 100-200 families. In smaller towns, the store owners and helpers are well known to their customers, and vice versa. Myntra is expecting 60% of the sales from EORS to come from Tier 2 and 3 cities. In many of these cities, the stores are expected to carry out the final deliveries to the customers. And the best part about this? It creates significant employment across the country, while allowing Myntra to scale up without adding a lot of people.
Talk about a win-win situation!
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