Flipkart-Owned Myntra Launches Its Loyalty Programme

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SUMMARY

The programme will offer privileges such as early access to sales, priority customer support, and more

Myntra predicts that 10 Mn users will use the service over the coming year

The programme will also reward its members for browsing categories, sharing feedback etc

Following in the footsteps of its parent company Flipkart, Bengaluru-based online fashion retail Myntra has launched a loyalty programme dubbed as Myntra Insider, which is designed to improve engagement with its users to drive stickiness on the platform.

“Myntra Insider is our endeavour to engage deeply with our users and celebrate our fans. We aim to encourage casually involved users to interact and indulge with Myntra and grow in their journeys to become our Icons,” Myntra-Jabong CEO Ananth Narayanan said in a statement.

Myntra’s loyalty programme has two unique parts: Uniquely crafted experiences for its fans and gamification of engagement through personalisation and interactivity.

The users of Myntra Insider will also be able to avail of certain privileges such as early access to sales, priority customer support, special offers, and more, depending on their Insider “level”. Users also stand a chance to attend sessions with stylists, get modelling opportunities for Myntra, and co-create designs and styles.

Myntra expects to 10 Mn users to register for its loyalty programme over the next 12 months. The company claims to have touched an annual run rate of nearly $2 Bn (INR 13,900 Cr) in terms of gross merchandise value (GMV) in August 2018.

Myntra Insider will also reward its members for purchases as well as engagement, such as browsing new categories, sharing feedback, wishlisting, etc. The company has partnered with other services such as Zomato, TataSky, BigBasket, PhonePe, BookMyShow, EROS NOW, Zoom Car, Gaana, and many others to enable users to redeem their points.

Notably, Flipkart launched a similar loyalty programme — a no-fee membership programme called Flipkart Plus — which enables its users to earn ‘Plus Coins’ with each order that can later be redeemed to avail of benefits across shopping, travel, etc.

On the other hand, online food ordering platform Swiggy also introduced Swiggy Super, a similar loyalty programme, in July. Paytm too has introduced its Paytm Loyalty Points to encourage users to transact digitally and to increase its consumer base in India.