Overview—
The End Of Reason Sale is the highest revenue generating bi-annual event for Myntra. 30% of Myntras annual revenue comes from the two end of reason sales. How well these sales perform have a direct co relation to the shopping intent generated during the pre sale period
We arrived at the hypothesis that by driving higher engagement during the intrigue phase, it would lead to higher repeat users and drive conversations during the sale.
How? —
We re-imagined the pre-sale and sale experience by combining engagement with commerce and employing the surround and engage strategy
Gamified in-app experience by introducing virtual currency to buy early access slots, coupons etc and earn more coins by engaging in games and other activities.
Live Social commerce - Live content built with influencers to engage users every day and recommend styles at great deals.
Social Commerce To Drive Purchase
Personalised user targeting with relevant influencers to surface their wish lists to push sales
Gamified Constructs
Created a gamified universe where the users could invest their time to engage with several constructs like playing games, scratch and win, shout and earn etc to earn them rewards. These rewards could be redeemed during the sale days
Insight - A highly involved user who voluntarily invest their time with the teaser experience has a higher likelihood of attending the event. Hence end up visiting the app during the sale.
Bargain Window
Building a bot to create familiar feelings of joy that comes with offline bargains. Closely understanding the emotional triggers to build conversation between the user and myntra that compels the user to take the expected action.
Micro Reward Triggers
Social Engagement
Activated social channels to drive anticipation for the event by creating a property ‘Game Zone’ that trended on Twitter organically for 9 days straight.
Shake To Save
A product innovation on Twitter designed for #MyntraEORS (pre-buzz phase) got people seeing the price drop from MRP to its #MyntraEORS Price by physically shaking their phone!
Impact —
No. Of Users Engaged
1M
Time Spent Of App
2X
Increased Wish-Listing
Increase In Conversion
50%
45%