Myntra’s seventh edition of End of Reason Sale was a phenomenal hit. Beginning off to a great start, the website clocked 5 crore hits in the first five minute of the sale which began at 12 AM on December 22nd, 2017. Over the course of the four days of the online sale till December 26th, Myntra witnessed a 500% increase in their website traffic. They also recorded a sale of 2.4 million just on the first day of EORS. CEO, Ananth Narayanan acknowledged the response and said that the outpour was outstanjding. He said that the traffic of the platform rose over 160% and that 8 lakh customers availed the seasonal deals and ordered more than 2.4 million products during the EORS.
After analyzing the sale it was revealed that men mostly opted for sports products and Men’s Casual Wear that were highlighted with heavy online discounts while women chose to steal the seasonal deals on Women’s Western Wear. There was also a lot of orders for winter wear in both men and women categories. Following the EORS, the highest selling category in Myntra are Men’s Casual Wear and Women’s Western Wear currently. The website also received a great response in the Home Furnishing and Personal Care section which rose by 400% and 300% respectively than on any normal day. Among private brands it was Roadster that once again took the top spot. During the EORS the Myntra App secured the top spot both on Apple’s App Store as well as Google Play Store of Android. Even after the successful online sale, Myntra is still one of the most preferred online shopping portal for fashion and lifestyle products in India. The feature of ‘Social Shopping’ on the Myntra app was also aggressively used by the various shoppers who could instantly share and discuss their shopping choices with their friends. There were more than 5.5 lakh new users who shopped during this grand online sale and it contributed to the 20% revenue of the EORS.
The EORS was also endorsed by multiple celebrities from various fields including Bollywood, Sports and Television on their social media accounts. Big names like Hrithik Roshan, Vijender Singh, Sakshi Malik and R Ashwin were among them. The millions of people who made the best of the grand online discounts during the EORS were being delivered their products all before the New Year. Teams all across the country made sure of this by working round the clock.
The response that was received in the seventh edition of EORS has been by far the best. There was another EORS preceding this in the year 2017 which was also a success but all records have been broken with the seventh edition. With this kind of sky high traffic and outstanding reaction from both loyal consumers and new, the next online sale will have very large shoes to fill in.