Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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Keeping customers engaged and delighted was key to Myntra’s success during the lockdown, the fashion division of e-commerce firm Myntra’s CEO Amar Nagaram has said.

“We started using user engagement during the first 21 days of lockdown where we were not treated as an essential service and we were not operational. We kept engaging customers with a lot of content and engagement with various creative ideas to bring people with us for the right reasons,” Nagaram said while speaking at The Economic Times E-comm Summit.

He added that the company had started creating and sharing content regarding health and well-being of customers under the title of “Stay home stay safe”.

According to Nagaram, any business can achieve success when businesses work towards the direction of meeting consumer demand. ” When the business does what a consumer really want or need, the business survives and prospers,” he said.

Elaborating on the firm’s strategy, Nagaram said that during the lockdown, the company focused on three important factors — putting data to use, increasing focus on understanding the consumer, and making sure whatever the company does, safety and security of employees, delivery personnel and customers was treated as the top priority. .

The fashion portal’s CEO also spoke about the importance of innovation during these uncertain times and said that the company had to innovate on its omnichannel strategy to cope with the shortage in warehouses during the lockdown phase. He added that the company also faced lots of challenges on the ground and was forced to set up new operational policies especially in terms of the delivery packages and payments.

Listing out the innovation in terms of response to consumer trends, the CEO said that the company focused on rising digitization, convenience, trust and value. He added that the company also took advantage of the lockdown-unlock phase and offered a large sale.

“The sale saw 3.5 million customers accessing our platform, out of which 700,000 were new customers. We were delivering 240 lakh shipments per day,” Nagaram said.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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