Myntra Celebrates Its Biggest Ever EORS
On 22nd June 2018, the eighth edition of Myntra’s End of Reason Sale went underway. As expected, the sales carnival lived up to the promise, with customers across the country indulging in frenzied outbursts of shopping. Sales amounted to 8 times the volume of a normal day and, concluded by recording 47 percent Year-on-Year growth, making it Myntra’s biggest ever EORS.
The writing which has been on the wall for a while now – that India is in love with sports and athleisure products – was reinforced during this End of Reason Sale. The category won hands down when it came to EORS shopping, accounting for 17% of sales. Not only that, even Myntra’s newly launched smartwatch, Blink Go, was snapped up by enthusiastic customers within the first 15 hours of the sale.
After sports, the second most popular category in terms of sales was women’s ethnic wear. With hundreds of brands of to choose from, women were indeed spoilt for choice. Popular brands like Biba, Global Desi, Fabindia, and Mango were among the top selling brands in this category. In the men’s category, t-shirts enjoyed the highest popularity.
The numbers speak for themselves, as far as success of the sale is concerned.
In fact, one customer ordered products worth Rs. 4.6 lakh. During the 4-day sale, Myntra processed 389 orders per minute on an average, and the figure rose to 7600 orders per minute during peak hours. Customers from Tier 2 and 3 towns shopped to their heart’s content, with 50% of sales coming from these regions.
Besides discounts and offers, Myntra introduced a number of customer engagement initiatives such as Price Reveal, Early Access, and Quick Cash well before EORS began, to make the shopping experience even more inviting. Over 25 million items were added to customers’ wish-lists before the sale even started thanks to Myntra’s Price Reveal feature. Almost 1.2 lakh orders were placed by customers using the Early Access Feature. The Quick Cash scheme, which featured the ‘refer and earn’ system, resulted in 2 million unique visitors through referrals by existing customers.