India’s largest fashion retailer Myntra is ditching its app-only model and plans to bring back its mobile site. This move came just nine months after the company decided to shutdown its website to sell products only from the mobile app.
This move shows that the app-only model didn’t work well. With the mobile site, the company wants to bring back its lost customers. It also wants to use SEO to get customers who usually search for products on Google and other search engines.
“We are still focused on our mobile strategy and want to get the consumer experience right,” Ambarish Kenghe, head of products at Myntra said. “They (consumers) will now have the option of buying on the mobile site but we will keep nudging the consumer to download the app.”
He also confirmed that there is no plan to bring back desktop site. Only mobile site will be available and they will still suggest people to install mobile app to get more features.
After shutting down its websites, Myntra lost considerable amount of customers. Main reason was that Myntra didn’t plan mobile app for all platforms while shutting down websites. Most of the people in country still use entry-level smartphones which come with low internal storage. So, they avoid to install mobile app. Even if people have storage, they avoid being forced to install the app. People had option and they moved on with different retailers.
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