Surprise! Myntra has ditched its ‘app-only’ model and has put its mobile website back into action. This means, users can now visit the Myntra website on their mobile devices, browse through the collection, and then make a purchase. However, the company hasn’t taken a complete U-turn on its mobile strategy yet.
Ambarish Kenghe, head of products at Myntra, told the Economic Times that they will stick to a mobile-only strategy and have no plans of re-launching the desktop website as of now. This recent development at Myntra has once again given rise to the burning question: What forced Myntra change its mind after nine-long months?
Perhaps, the app-only strategy cost Myntra loss of business when potential customers turned away from the app just because they weren’t really comfortable making a purchase via an app that took away their freedom to shop from the device of their choice. A not-so-optimized experience on mobile screens could be other reason. While we don’t really have any data or research to validate our assumptions, but there are people who also think on the similar lines.
An ex-Myntra official told ET, on condition of anonymity, “Consumers who do not have a mobile app are redirected to a link to download it. This is a dead end for a potential consumer and a lost opportunity for the company.”
A former official of the company even went on to claim how this app-only strategy had failed for Myntra, and said, “If it (impact of app-only move) wasn’t significant, they wouldn’t have shifted back. But the reflex action of the system is not bad. It is a learning for any other company that consumer-friendly decision is important.”
We couldn’t agree less. Myntra sure must have faced the brunt of consumers, who aren’t yet in favour of the app-only shopping model. What do you think?
(Image Credits: Thinkstock)