Engagement & Retention project | Myntra

🛍️ Welcome to Myntra — The ultimate style playground! 💃

As India’s biggest fashion hub, Myntra brings you the trendiest brands and products all under one digital roof. We’re on a mission to make fashion accessible, easy, and seriously enjoyable for shoppers nationwide. From chic essentials to the latest styles, we’ve got everything you need to look and feel fabulous—right at your fingertips! 🤟

⚡Myntra is leading the fashion e-commerce industry reaching a record high of 60 million monthly active users in 2023.

⚡As of September 2024, Myntra's web/app traffic statistics are as follows:

• Monthly Visits: Approximately 86.9 million total visits, much higher than competition.
• 75 million new users attracted in the preceding 12 months.
• Sum of all visits in the last 3 months is around 215.6 million.
• The device distribution is 10% across Desktop and 90% on the Mobile app.

Myntra's core value proposition is its extensive, good quality fashion & lifestyle catalogue with seamless delivery & returns accessible through mobile app.

• Extensive Product Range: Myntra provides a vast selection of fashion and lifestyle products, featuring over 6,000 brands and more than 21 lakh styles, catering to diverse customer preferences.
• Authenticity and Quality Assurance: The platform ensures that all products are 100% authentic, building trust among customers and establishing Myntra as a reliable destination for online fashion shopping.
• Customer-Centric Services: Myntra enhances the shopping experience with features like cash on delivery, a 30-day return policy, and responsive customer support, making online shopping convenient and risk-free.
• Technological Innovation: The platform leverages advanced technology to offer personalised recommendations, visual search capabilities, and augmented reality-based virtual trial rooms, enriching the user experience.

By integrating these elements, Myntra delivers a user-friendly, trustworthy, and enjoyable online shopping environment, setting it apart in the competitive e-commerce landscape.

Most Critical Core Value Proposition for each Segment

To understand which value propositions are important pertaining to each segment, we have divided user segments on two levels:

• Natural order frequency
• Average order value

Each cell ranks the most important value proposition for each segment and the reasons for the ranking.

How users experience the core value proposition of Myntra repeatedly

• By successfully placing orders on Myntra mobile apps multiple times a week/month/year to meet their fashion & lifestyle shopping needs.

The repeat usage of Myntra can be explained by its CVP.

As detailed above, Myntra's value proposition revolves around the following :

• Empowering consumers with the convenience and ease of shopping for fashion and lifestyle products online.
• Myntra provides access to over 1 million styles and 7,000 brands across various categories.
• Features include one of the largest in-season product catalogs.
• Guaranteed 100% authentic items.
• Cash-on-delivery options.
• A 14-day hassle-free return / exchange policy.
• Free shipping on orders above a certain value.
• Tailored fashion advice basis past purchases / "complete the look" suggestions.
• Regular discounts and special offers on festivals etc.
• Personalised profiles with size recommendations tailored to each brand.

Additionally, Myntra has developed several in-house brands to cater to specific fashion segments:

• Roadster: Focuses on casual wear and denim.
• HRX: A collaboration with actor Hrithik Roshan, offering activewear and sports apparel.
• Anouk: Specializes in contemporary ethnic wear for women.
• All About You: A women's fashion line in collaboration with actress Deepika Padukone.
• Mast & Harbour: Offers a range of casual and semi-formal clothing and accessories.
• DressBerry: Targets young women with trendy apparel and accessories.
• Kook N Keech: Features pop culture-inspired clothing and accessories.

Myntra also has additional features allowing users to be engaged while using the app.

🛍Sub-Products of Myntra with CVP and Order Frequency

An active user would have the following characteristics -

• Signs up to the app, adds a product to the cart & makes a purchase.
• The core action for the user is "placing an order & checkout"
• From user calls, the natural frequency of making a purchase from myntra is once in every 3 months.
• Hence, any user who places atleast one order in 3 months timeframe is considered to be an active user.
• These active users must not be returning the item within 14 days of purchase.

The above table details the key engagement criteria. To sum it up we can define the below engagement criteria

• Depth = Frequency * AOV OR Frequency * Session time = 1 visit / week * 30 mins (session time) (Commitment Building)
• Frequency = X orders in Y time = 1 order / week irrespective of the transaction value (Habit Building)

• No. of users visiting the app / opening the app atleast once in a month.
• No. of users placing an order (without returning) atleast once in 3 months.

Other additional metrics which can be tracked to check for engagement are :

• No. of users wishlisting items once in a month.
• No. of users using myntra insider in a month.
• No. of users having myntra credit in 3 months.
• No. of users * session time per user
• No. of users having items in the cart waiting to be checked out.
• No. of users using the sub-products like LUXE or FWD.
• No. of users redeeming the supercoins.
• No. of users opening the myntra studio in 3 months.
• No. of users using the FashionGPT.

Basis web search the below are user demographics details for Myntra users. (Source: Similarweb)

• Geographical Distribution: India: 93.09%, United States: 2.71%, United Kingdom: 0.54%, United Arab Emirates: 0.41%, Australia: 0.37%, Others: 2.89%.

ICP Profiling basis Casual, Core & power users.

💬 Insights from User Interviews

• • Myntra holds a vast collection of Fashion apparel, accessories, even home decor items.
  • Users love that they can even find some instagram brands on Myntra, which are indie brands & have trendy fashion.
  • During Myntra Sale, which is single or multi-day long, users engage with the app more.
  • Myntra has introduced features like MyStylist, FashionGPT, Myntra Mini, Skin analyser, hair analyser which makes it a "ONE-STOP SHOP for FASHION"
  • Myntra STUDIO gives access to the insiders to check out influencer loved brands / pieces. It avoids users to go to youtube for fashion content.
  • Features like M-live, Skin analyser, and hair analyzer are not stable yet. Users have shown a sign of less use of these features. Most Myntra users are not aware of these yet.

Segmentation based on Casual / Core / Power

Advanced Segmentation

The goal of a product hook should be to maximize the below

• Depth = Frequency * time/money = 2 orders/month * 30 mins (session time) (Commitment Building)
• Frequency = X orders in Y time = eg. 1 order/ month irrespective of the transaction value (Habit Building)

Product Hook should be a feature due to which the user keeps coming back to the product again & again. We have listed some product hooks basis the type of user.

Casual User - User flow

The hook here is the - Return policy of myntra.

Core User - User flow

The hook here is the - Supercoins Feature.

Any platform currency in such products act as a hook, as the user keeps coming back to the product to use that currency.

Power User - User flow

The hook here is the - Myntra Insider Program.

Increasing frequency & average order value is the core mission, so the engagement campaigns should focus on frequency & depth of engagement. the more time the user spends on the product , the more he / she will explore the diverse catalogue.

The campaigns are targeted towards the core target user segment of casual, core and power. The campaign can target the frequency, breadth and depth. The campaign pitch is created to address the pain points of the segment and eventually leading them to spend time on the platform.

Campaign for Casual user - Solving for frequency

ICP Match : ICP 1 - Hardik Goyal

Major pain points : Price sensitive, Doesn't trust online quality

How Myntra solves for this pain point with the current value proposition : Diverse catalogue at reasonable pricing.

Goal : Increase no. of orders from once a year to atleast 3 times a year.

Pitch & campaign creative :

"We Miss You! 😉 Here's a Little Token of Love ❤️"

Hi [User’s Name]!

We’re excited to welcome you back! As a thank-you for being part of our family, here’s ₹250 just for you!

Use Code: XXXXX
Enjoy up to ₹250 cashback in your Myntra wallet on a minimum purchase of ₹999.

Don’t wait – it’s the perfect time to refresh your wardrobe with styles you love. Happy Shopping! 🛍️

— The Myntra Team 💖

Why this will work?

As this is a price sensitive consumer, the campaign must give discount to entice him. This might lead to few more purchases as long as the discount lasts. Limited offer also suggests a sense of urgency.

Offer : Get 250 off on a purchase of atleast 999/-

Channel : Whatsapp, direct message. As the user is not very tech savvy.

Frequency: Bi-weekly

Timing of Message - 6 PM - 8 pm & on weekends.

success metric - no. of orders placed in a quarter

Other metric - CTR %, avg session time.

Campaign for Core user - Solving for frequency

ICP Match : ICP 2 - Anshul Chatter

Major pain points : Price sensitive, Stock availability on other platforms, Return and replacement policies of other apps are not so easy, Needs one stop shop for fashion needs for all family, Doesn't have time to go out.

How Myntra solves for this pain point with the current value proposition : Diverse catalogue at reasonable pricing. Hassle-free returns.

Goal : Increase number of orders from 2-3 times/6 months to 4-6 times/6 months

Pitch & campaign creative : Myntra Presents: The Blockbuster Returns!🤩 Sale: 50 - 80% OFF😱😎 Releases at midnight!❤️ 🛒Get ready with your carts!

Why this will work : He is a frequent shopper, the campaign must give some discount to nudge him to do a purchase. The title of the campaign is kept to suit his primary pain point, which is "returns".

Offer : 50-80% off.

Channel : Whatsapp, instagram.

Frequency: Twice a week.

Timing of Message - 6 PM - 10 & on weekends.

Success metric - no. of orders placed in a quarter

Other metric - CTR %, avg session time.

Campaign for Core user - Solving for depth

ICP Match : ICP 2 - Anshul Chatter

Major pain points : Price sensitive, Stock availability on other platforms, Return and replacement policies of other apps are not so easy, Needs one stop shop for fashion needs for all family, Doesn't have time to go out, needs a variety of options.

How Myntra solves for this pain point with the current value proposition : Diverse catalogue at reasonable pricing.

Goal : Increase in average order value by 30-50%: convert to power user

Pitch & campaign creative :

The Myntra Pay Day Sale is LIVE 😱

Buy 1, Get 3 FREE on Tees, Shirts & more! 🎉

Valid from 7 PM-Midnight

Date: 1-3 April 🗓

Why this will work: To increase depth of engagement, the campaigns will provide bundled discounts which will prompt the user to buy more items.

Offer : Buy 1, get 3 free.

Channel : Inapp notification, instagram.

Frequency: Twice a week.

Timing of Message - After office hours & on weekends.

Success metric - avg. order value

Other metric - CTR %, avg session time, no. of items/order, avg. items in cart, no. of wishlisted items/session.

Campaign for Core user - Solving for breadth

ICP Match : ICP 2 - Anshul Chatter

Major pain points : Price sensitive, Stock availability on other platforms, Return and replacement policies of other apps are not so easy, Needs one stop shop for fashion needs for all family, Doesn't have time to go out, needs a variety of options.

How Myntra solves for this pain point with the current value proposition : Diverse catalogue at reasonable pricing.

Goal: Increase in the number of categories per order from 1-2/order to 3-4/order

Pitch & campaign creative :

"Make Every Order Count! 🎉 Discover More, Save More!"

Hey [User’s Name]!

Why settle for one or two when you can make it a complete look? ✨ Add some accessories, pair it with footwear, or pick out a top to match those jeans! The more you shop, the better your style – and the bigger your savings!

Exclusive Offer: Enjoy an extra 10% off when you add 3 or more categories to your cart. 🌟

Take your style to the next level with a full ensemble – start shopping and discover all the ways to complete your look!

👉 Shop Now and make your cart count!

Happy Shopping!
— The Myntra Team 💖

Why will this work - This pitch highlights the benefits of adding more categories, introduces a special discount, and positions it as an opportunity to build a complete look.

Offer : Exclusive offer of 10% on adding 3 or more categories to the cart.

Channel : Inapp notification, instagram, whatsapp.

Frequency: weekly once, mostly weekends

Timing of Message - 2 PM- 4 PM

Success metric - avg. order value, avg. no of categories ordered.

Other metric - CTR %, avg session time, no. of items/order, avg. items in cart, no. of wishlisted items/session.

Campaign for Power user - Solving for depth/breadth

ICP Match : ICP 3 - Ishita Thukral

Major pain points : Don't have time to go shopping, Lot of fashion influencers can share links on youtube which is then difficult to match offline, Return and replacement of other fashion websites not there, Needs trendy options at good discounts.

How Myntra solves for this pain point with the current value proposition : Trendy collection through sub-products like FWD GenZ. Express deliveries with assured return payment cycle.

Goal : Increase in average order value by 30-50% or increase in session time by 20%-30%.

Pitch & campaign creative :

"Unlock Your Exclusive Insider Perks! 🌟"

As a valued Myntra Insider, you’re in for something special! 🎉 We’re thrilled to bring you exclusive offers across all your favorite fashion elements:

• Extra Discounts on top brands – just for Insiders!
• First Access to new collections, so you’re always ahead of the trend.
• Bonus SuperCoins on every purchase, adding even more rewards.
• Free Shipping & Priority Support – because you deserve the best.

Browse, shop, and make the most of these Insider benefits! With so many exclusive offers across categories, it’s your time to indulge in the ultimate shopping experience. Stay stylish, stay privileged, and enjoy your perks!

👉 Open the App Now to explore your exclusive Insider world!

— The Myntra Team 💖

Why this would work: The pitch has to convey perks specifically for myntra insiders. The user should feel privileged to be part of this loyalty program. Giving them offers on multiple fashion elements in the app would guarantee higher time spent on the app.

Offer : Myntra insider membership.

Channel : Inapp notification, whatsapp.

Frequency: Once a week.

Timing of Message - 6PM - 9 PM.

Success metric - Avg. order value

Other metric - CTR %, avg session time, no. of items/order, avg. items in cart, no. of wishlisted items/session.

A realistic customer retention rate is between 25%-30% for an E-commerce business. Myntra has 60 million Monthly active users and 250 million total registered users. Retention rate for Myntra = 25%.

Myntra was formed in 2008. The retention curve is likely to increase during the start and remain flat in the long term in 2023. The fluctuations in the retention rates can occur whenever positive or negative events occur like :

• Myntra acquisition by Flipkart.
• Entry of other major fashion ecommerce apps such as Ajio, Nykaa Fashion, the souled store etc.
• Annual EORS sale.

A sample retention curve for myntra from 2008 would be like the below

• The Core & Power users drive maximum retention. The CVP of the app is most appealing to these users & they keep ordering.
• In this case ICP 2 and 3 would drive the most retention.

Basis the user interviews channels driving most retention on myntra are as under -

1. In app notifications - Myntra has a good no. of users who keep coming to the app organically.
2. Whatsapp - Myntra's whatsapp marketing, regular updates about upcoming sales, seasonal interventions
3. Social Media - Some users have also said, they click on the ad seen on instagram / fb of myntra as there are fresher styles & sale communications in those ads.
4. Very few users have reported email as a good acquisition channel. Most of them considers that as spam.
5. Push notifications.

Churned users are those who used to be active but have not used the app for the last 18 months. Considering 18 months, as hibernating users are the ones who atleast place one order in 1 year.

Voluntary & involuntary churn is listed below

• Returns the orders very frequently.
• Removes the saved addresses / payment details from the app.
• Drastic reduction in usage frequency, i.e. power user moves to core user or core user moving to casual.
• Mutes the push notifications or unsubscribes from whatsapp notifications.
• Abandons the cart. Has products in cart for very long time, which means he/she is comparing with other apps.
• Low NPS or gives poor ratings.
• Expired supercoins.
• Uninstalled the app.
• Doesn't click on the sale banners or sale notifications on whatsapp. Makes no purchases during the annual sale as well.
• No repeat purchases for atleast 4 months.

User segment - Power user

Goal - Increase repeat purchases

Pitch - Your cart misses you!!! Enjoy an exclusive Elite insider discount of 10% on your next purchase. Discover latest trends and find your perfect style. Happy Shopping!

Creative

Offer : 10% off

Channel : Whatsapp , push notification

Frequency: Once in two weeks

Timing: 40 days after user has made the purchase.

Success metrics : Conversion rate for this discount.

Explanation of why the campaign is designed and why it will work if stated: The user is a regular user, but needs a nudge to do a repeat purchase. giving some offer as a bait will work, as the CVP of the app is already appreciated by the user.

User segment - Erstwhile Power user moved to core user (Having abandoned carts)

Goal - Increase app engagement and reduce churn among price sensitive audience

Pitch -

"Your Style Awaits! 👗👖

Hey there! We noticed you left some fabulous finds behind. Don't let your perfect look slip away! 🎉

For a limited time, enjoy an extra 15% off your cart. Complete your purchase and treat yourself to the style you deserve!

🔹 Shop Now and rediscover the items you loved 🔹 Exclusive offers just for you 🔹 Fast, free delivery and easy returns

Come back and give your wardrobe the update it’s been waiting for. Happy Shopping! 🛍️

— The Myntra Team 💖"

Offer : 15% off

Channel : Whatsapp , push notification

Frequency: After cart abandonment

Timing: within 24 hours of abandonment

Success metrics : Conversion rate for this discount.

Explanation of why the campaign is designed and why it will work if stated: The User might have abandoned the cart because he might be comparing options on other platforms or simply forgotten to place the order. Giving him a discount and nudging him with a notification might lead to the purchase.

User segment - Casual user (Stopped ordering after a delayed delivery)

Goal - Increase satisfaction among users who have experienced delayed deliveries

Pitch -

Dear *user name*

"We’re Sorry for the Delay! 🌟 Your style deserves better 🌹

We know waiting for your order wasn't ideal, and we apologize for the delay. To thank you for your patience, enjoy an exclusive BOGO offer on your next purchase! 🛍️

We’re working to improve delivery times and keep you updated with real-time tracking.

Shop Now – because you deserve the best!

— Myntra Team 💖"

Offer : Buy one get one

Channel : Whatsapp , push notification

Frequency: After delayed delivery

Timing: within 24 hours of delayed delivery

Success metrics : Conversion rate for this discount.

Explanation of why the campaign is designed and why it will work if stated: Giving a BOGO and sending a personalized note with the user's name is going to nudge the user to open it.

User segment - New user, who has signed up, added product to cart but didn't make a purchase.

Goal - Reduce churn among new users and drive early engagement

Pitch -

"Welcome to Myntra! Your First Step to Fabulous Style Awaits 🎉"

Hey [User’s Name]! We’re excited to see you’ve found something you like! Don’t let it slip away – complete your first order with us and enjoy a Myntra Insider one month membership just for new users. 🛍️

Here’s what you get:

• Exclusive discounts on top brands
• Fast, free delivery right to your door
• Easy returns to ensure complete satisfaction

Finish your order now and make the most of your Myntra journey! Tap below to claim your discount and experience the convenience of shopping with Myntra.

👉 Shop Now

Happy Shopping!
— The Myntra Team 💖

Offer : Free myntra insider membership

Channel : Whatsapp , push notification, email

Frequency: After signing up

Timing: within 24 hours of signing up

Success metrics : Conversion rate for this offer.

Explanation of why the campaign is designed and why it will work if stated: The new user is getting use to the platform. He is hesitating to place his order because of certain issues like product authenticity, the platform’s UX, Fit issues, or price sensitivity. Nudging them with an insider membership would make them feel special and also make them experience the value proposition of being an insider.

User segment - Core user who has given a -ve review / rating for his recent purchase.

Goal - Increase customer satisfaction and reduce negative review.

Pitch-

"Hi [User’s Name]!

We’re really sorry your recent experience didn’t meet your expectations.

To make it up to you, enjoy a 15% discount on your next purchase! 😊

Your satisfaction is our priority, and we’re here to ensure a better experience for you. Please reach out if there’s anything more we can do. Thank you for giving us another chance!

Happy Shopping! 👗
— The Myntra Team 💖"

Offer : 15% discount

Channel : Whatsapp , push notification, email

Frequency: After negative review

Timing: within 24 hours of negative review

Success metrics : Conversion rate for this offer.

Explanation of why the campaign is designed and why it will work if stated: He wants his concerns to be solved. Along with solving it, Showing the user that Myntra cares for him, through a personalised message and wants to convey this in form of discounts. This will create a positive impact on the brand value of Myntra. Leading to further possibilities of user coming back and placing order.

Thank you for reading my assignment!

Be Stylish Always 👗