“I don’t buy clothes online because I want to try them out before I buy,” says Aarthi, a young marketing professional. There are hundreds of others who think like her. Though companies are riding on a wave of strong internet penetration across the country, and people are beginning to shed their inhibitions about online shopping, this is one of the challenges faced by e-commerce companies when it comes to shopping for apparel.
Myntra realised that even after having convinced themselves thoroughly about the benefits of online shopping for apparel, one of the last hurdles that remains in the minds of consumers is the lack of the ‘touch and feel’ factor. A study suggests that there are about 80 million online shoppers in India who shop for things other than fashion. So, Myntra has moved to fill in this gap and assure customers that buying fashion online is a safe option for them by launching the ‘Try and Buy’ (T&B) offer.
In the introductory phase, the T&B service will extend to customers in NCR, Hyderabad, Kolkata, Pune, Chennai, Ahmedabad, Lucknow, Jaipur and Bengaluru, the city where the service was launched in its pilot phase.
Adding to the list of services that Myntra is offering its customers, T&B allows for a trial of products such as apparel, shoes and accessories, prior to their purchase. The best thing is that customers can opt to do so from the comfort of their homes, offices or any other location of their choice.
This feature will not only allow for high-value purchases to be made online, but also reduce the quantum of product returns to a large extent. The 30-day return and exchange policy will continue to be in force on products purchased through T&B.
Products eligible for T&B will be shipped in separate and distinct packaging and the service can be availed at no additional fee during the introductory phase, spanning a few months. The feature is valid on both prepaid and CoD orders, with a maximum of three items per request.
With this move, Myntra wants to bring about a change in the way traditional buyers view apparel shopping online. Aimed at helping them overcome their apprehensions, this new concept will open up online fashion to a whole new section of buyers.