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<ul><li>With the launch of Celebrity Masterclass, Myntra is trying to strengthen its loyalty program, while also using content to connect with consumers.</li><li>Since its launch in 2018, <keyword id="6906220" type="UNKNOWN" weightage="20" keywordseo="Myntra-Insider">Myntra Insider</keyword> has amassed close to 6.8 million members.</li><li>Harish Narayanan, Head of Marketing, Myntra, speaks to us about the role that content will play in the future and how it is using its loyalty program to ensure that consumers stay longer, resulting in more conversions.</li></ul>It was in 2018 that fashion e-commerce platform Myntra launched its loyalty program, Myntra Insider, to come up with an effective way of engaging with its users. Since then, the program has amassed close to 6.8 million members who contribute over 40% to its overall sales. Moreover, Myntra Insider has been able to increase its consumer’s stickiness to the platform. Myntra shared that since the launch of the program, Insiders, as the members are called, have visited the platform 1.3X times more than other customers and spent 1.25X more on each order. Owing to the success of the program, and to give something extra to its users, Myntra announced its initiative, Celebrity Masterclasses, based on the insight that consumers are on the lookout for fashion tips while shopping. As a part of the initiative, Myntra has partnered with 10 Bollywood stylists to offer 20 minute sessions for members of its loyalty program. The platform has also been stressing on using content as a tool to engage with its consumers. The launch of the Masterclass is a step in that direction. We caught up with Harish Narayanan, Head of Marketing, Myntra, to understand what role will content play in the future and how it is using its loyalty program to ensure that consumers stay longer and spend more on the platform. Edited excerpts: Q) Tell us a bit about your loyalty program, what are its primary features and how a customer stands to gain from it? What kind of reception has it seen so far? We launched ‘Myntra Insider’ in 2018, and it allows its members an early access to all Myntra sale events, exclusive access to limited edition launches and collections. Vouchers, coupons and a host of partner offers are some of the other standard benefits. Since fashion is more about discovery and expression, we want to engage deeply with our customers and help them with their fashion discovery journey. We have enrolled 6.8 million members in just 1.5 years who contribute over 40% to the overall sales on the platform. In a research that we conducted recently, consumers have come out strongly in favour of needing deep fashion advice from the program. To address this, we have launched Celebrity Masterclasses, creating an opportunity for our customers to get fashion tips from leading celebrity stylists. Since the launch of the loyalty program, we have seen that Insiders visit Myntra 1.3X times more than other customers and spend 1.25X more on each order, making them true Myntra loyalists. Q) What role do loyalty programs like Myntra Insider play in improving customer experience? Customer experience in today’s competitive world is all about offering a differentiated and delightful experience that is uniquely married to our brand’s strengths. And Insider does exactly that, by offering several unique experiences for members, thus effectively creating the ground for an enhanced customer-brand relationship. Customer experience can be improved in many ways, at every touch-point, by improving the quality of service or by offering value-added services. Insider does include the conventional offerings that are standard across programs, such as discounts, vouchers and coupons against redeemable points. But going beyond that, we are offering special access benefits like early access to sale events and exclusive access to new launches. Q) How does the brand stand to gain from the program? It gives our users new reasons to visit the platform and spend more time with us. The idea is for people to visit us not only when they want to shop, but also when they are browsing for new styles or seeking fashion information. We want customers to be more involved and educated in their fashion choices and feel more happy and confident about their looks. Then they will reward us with higher conversion and revenues. Q) What can we expect from the newly launched Masterclass? Myntra Insider Masterclass will give our customers an opportunity to get fashion tips from leading celebrity stylists. Our members will have the opportunity to learn the latest trends and styles, first hand, from the very stylists who style leading celebrities like Shah Rukh Khan, Virat Kohli, Alia Bhatt, Deepika Padukone and Kareena Kapoor among others. For the first phase of Masterclasses, we have partnered with 10 Bollywood stylists including Tanya Ghavri, Nandita Mahtani, Esha Amin, Shaleena Nathani, Ami Patel, Sanjay Kumar, Mohit Rai, Nikita Jaisinghani, Aastha Sharma and Amandeep Kaur, to offer 20-minute sessions which can be redeemed against points collected by Insiders through their purchases or engagement on Myntra. The digital Masterclasses will be offered through a web cast on the Myntra app, allowing viewers to interact with the stylists’ team for advice on fashion, in real-time and will have built-in shoppable features enabling customers to save the looks from the videos to their wish list directly while viewing the content. Q) Despite being an e-commerce platform, what is making you bet big on video content? As fashion is an engagement-oriented segment, we are investing heavily in a video content led approach to engage with customers and increase the time spent by them on the platform. The video content on Myntra will provide users first-hand access to pro tips by stylists, experts, brands and celebrities, offering an unparalleled experience of hearing directly from the best in the industry, while also interacting with them in real-time. In an age of decreasing attention spans, video is an easily-consumed, easy-to-share medium. It allows us to create an engaging way to impart crucial information to consumers at any time and location. Last year we launched, ‘Myntra Fashion Superstar’, which was the world’s first digital fashion reality show on the app and it was viewed by millions of users across the country.

Why Myntra is betting big on video content and its loyalty program for its next phase of growth

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

<ul><li>Fashion retail startup <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword>’s <keyword id="3197885" type="PERSON" weightage="20" keywordseo="End-of-Reason-Sale">End of Reason Sale</keyword> started on June 21 and concluded on June 25. </li><li>During the sale, Myntra saw a 3X rise in the traffic to its platform.</li><li>It also acquired 4.8 lakh new customers.</li></ul>Indian fashion retail startup Myntra just concluded its annual End of Reason Sale and it has many reasons to gloat. Over 2 million customers bought 9 million items on the site, across the five-day sale. Myntra’s traffic went up by three times on its platform during the sale period. It also registered a whopping 7,100 orders per minute at its peak. “So far, we have acquired 4.8 lakh new customers and a significant portion of the sales came from tier 2 and 3 cities. With 12,500 kirana stores under the MENSA ((Myntra Extended Network Through Store Activation) network supporting last mile deliveries, we have been delivering over 6 lakh shipments per day,” said Amar Nagaram, head of Myntra Jabong. The company also said that members of its loyalty program – Myntra Insiders – contributed to about 42% of the overall sales. Interestingly, Myntra’s in-house brand Roadster sold 1.35 million products. In May 2019, Myntra also launched an offline store <a href="https://inc42.com/buzz/myntra-self-checkout-roadster-go-store-bengaluru/">Roadster Go </a>in Bengaluru, and plans to launch 100 such offline stores in the next two years. Myntra is a part of one of India’s biggest e-commerce startup <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>, after the latter acquired it in 2014.

Myntra's biggest annual sale had 2 million shoppers and the fashion e-tailer sold over 7,100 items every minute

For most of us, a life without <keyword id="35621" type="UNKNOWN" weightage="100" keywordseo="e-commerce">e-commerce</keyword> may seem preposterous. Be it online bill payment or sending gifts to loved ones, e-commerce forms the core of our activities nowadays. Although e-commerce trends have been oscillating in India over the past 15 years or so, we now have a suitable ecosystem in place and business is literally booming. 
 
E-commerce in India is thriving, thanks to a booming online retail industry that defies slow economic growth and spiralling inflation. According to an Assocham survey, the Indian e-commerce industry has grown to $16 billion in 2013, showing a staggering growth rate of 88% from the $8.5 billion in the previous year. The trend, when analysed over the years, shows that the e-commerce industry faced barriers, had a five-year-long dip and finally showed a positive growth rate by overcoming the drawbacks. Here’s a quick look at the major milestones and the shape of things to come. 
 
Circa 1995: The Internet wave With the advent of the Internet in 1995, India witnessed the setting up of B2B portals, matrimonial sites, job search directories and online stores through <keyword id="136317" type="CITY" weightage="100" keywordseo="rediff-com">Rediff.com</keyword> and Indiatimes.com. However, these smaller initiatives did not thrive due to several factors, such as low Internet penetration, slow Internet speed, small user base for online shopping, inadequate logistics infrastructure, low consumer acceptance of e-commerce and the lack of a tangible revenue model. More than a thousand e-commerce businesses collapsed due to the IT downturn in 2000. 
 
Circa 2005: Low-cost carriers and e-ticketing 
In 2005, low-cost carriers entered the aviation sector and drove the online travel industry, leading to the e-ticketing sites. The Indian Railways also implemented e-ticket booking and accepted digital payments through credit cards. Eventually, consumers got accustomed to e-tickets and the scepticism regarding online usage of credit cards reduced considerably. The change in consumer lifestyle, the rise in disposable income of the middle class and the need for convenience acted as catalysts and thus began the era of e-tailing. This period saw a sharper focus on revenue generation. 
 
2007 onwards: The New Age e-commerce Post 2007, a number of start-ups stepped into the Indian e-commerce market to make it big. These included companies such as <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword>, Infibeam, <keyword id="319719" type="COMPANY" weightage="100" keywordseo="Myntra">Myntra</keyword> and Snapdeal. These portals gained customers through rigorous marketing and also by offering services such as group buying and the daily deal discount models. Heavy discounts were offered as incentives to gain customer loyalty. The forward and backward linkages of these sites were strengthened as well. 
 
2014: The current scenario 
India’s e-commerce market was worth about $2.5 billion in 2009. It went up to $6.3 billion in 2011 and further to $16 billion in 2013. It is now expected to grow as much as $56 billion by 2023, which will be 6.5% of the total retail market, as quoted by eMarketer. A major growth in online shopping was witnessed since the introduction of cash on delivery (COD) and free return options. The price war among sites also brought another feature of comparison to customers where they could review product characteristics and prices featured on different sites. 
 
A new trend of social commerce has also come up in the e- commerce market. Entrepreneurs have given a personal touch to their businesses by making their presence felt in the social media for branding, feedback and advertising of upcoming products and services. And just like Facebook, Pinterest, too, is said to provide great options for promoting one’s post (about products, services, etc.) to a larger base. 
 
The way forward 
Mobile Apps 
To fully utilise the e-commerce opportunity in the future, players will leverage the growing number of mobile devices in the country by developing mobile-compatible sites and applications. 
 
Technological innovations 
Technological innovations will be crucial for e-commerce firms to stay in the highly competitive market. For instance, eBay has already announced a virtual window shopping facility where customers can go through products as if they were in a store. 
 
Focus on smaller towns 
Indian e-commerce sites are gradually shifting their focus from metro cities tier II and smaller towns in sync with the Internet and mobile penetration. While bigger brands are not physically present in tier II and tier III cities of India, e-commerce makes these brands available to people hailing from those places and thus, has been highly accepted in the smaller towns. 
 
Innovative logistics Organisations may streamline or re-invent logistics for their e-commerce portals to thrive. Also Flipkart, like <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword>, has come up with several delivery schemes. Amazon, too, has filed patent for an anticipatory delivery model, where it aims to dispatch a product to a customer even before he has ordered it, thus decrease shipping time. 
 
Brand consolidation 
The industry has already seen a number of consolidations. However, new alliances will be coming up. Most of the e-commerce companies have been bleeding and consolidation will happen to control the financial losses. Also, when international players like Alibaba enter the market, it will be easier to sell them a bouquet of brands then scattered brands. 
 
Personalised catalogue 
Keeping customer satisfaction in mind, retail portals will optimise user accounts where each person’s choices will be recorded through dynamic programming for future access. Product personalisation, sale of unique items, resale and multiple payment options will all cater to driving e-commerce across consumer segments. 
 
The journey of e-commerce in the future may be rough and may require more efforts from both entrepreneurs and investors. To stand the test of time, Indian companies need a mixed-approach implementation that is influenced by globally tested strategies, along with local elements. It might have failed in the past decade but this time around, it is here to stay and grow more speedily than ever. 
 
About the author: Ankit Dudhwewala is the co-founder at SoftwareSuggest.com, a business software discovery platform made for Indian companies.

E-commerce In India Has Come A Long Way; What’s The Way Forward?

<ul><li>Hindi on voice assistants is second biggest globally; 72% Indians prefer non-English language.</li><li>Amazon, Flipkart and Myntra were the top 3 online shopping destinations.</li><li>Groceries, fashion and health, beauty and personal care were the most searched product categories.</li></ul>MMA India, along with the AMMP Council and GroupM India, today launched an industry playbook titled ‘Modern Marketers Guide to Connected Consumer Journeys’. The guide is a compilation of learnings and insights by multiple industry experts and an analysis of the e-commerce landscape in India. In the context of the accelerated adoption of online channels, the playbook powered and supported by GroupM provides marketers with insights into the changing e-commerce landscape and the factors driving this shift. It also delves into the evolving customer buying journey and purchase patterns, sales-driving technologies such as Voice, AR/VR driving sales and effective channel strategy for improved business ROI. Speaking on the launch, <keyword id="6812225" type="General" weightage="20" keywordseo="moneka-khurana" source="Orion">Moneka Khurana</keyword>, MMA India Board Member; Country Head – India, MMA said, “This one-of-a-kind playbook led by MMA’s E-commerce council members outlines how organizations and digital business leaders can improve their understanding of the shift in consumer behavior and solutions that will drive the next phase of growth. Consistent digital exposure, combined with the presence of available omnichannel touchpoints, has resulted in the development of a new consumer purchasing process. MMA through its e-Commerce Council aims to build an overall understanding of the ecosystem and address cluster-specific issues improving capability in the omnichannel marketing. We hope this playbook will assist marketers and brands to effectively re-strategize their market approach – from the customers they target to the channels they sell through.” Shedding further light on the playbook, Tushar Vyas, President – Growth and Transformation, GroupM South Asia said, “Consumers now have multiple sources for discovery and information research and today, it consists of highly connected non-linear moments. The growth in internet users, reduction in data prices and changing consumer behavior are the key growth drivers for the evolution of eCommerce in India. We understand the changing online retail market and how it is set to grow 3x in the next 4-5 years mainly driven by underpenetrated categories like grocery, education, health. Considering the emergence and growth of eCommerce platforms, this handbook provides A-Z solutions on how marketers can use eCommerce as a platform to enhance a brand’s reach in these rapidly evolving times.” Commenting on this initiative, KRS Jamwal, Executive Director, Tata Industries Ltd. Says, “It is indeed my pleasure to pen a foreword for this very timely and thoughtful playbook. After rapid growth in India's e-commerce market, while the focus on cost and delivery efficiency will remain, it will become hygiene. Going forward, platforms and brands will need to differentiate by providing customers with a better, preferably personalized, yet holistic buying experience that enhances the browse and purchase journeys, and even attempt to bring aspects of the in-store experience online, leveraging tech. The MMA report provides an overarching view on consumer behavior shifts as well as identifies challenges that organizations may face as a result of those shifts, with best practices and possible solutions." Key highlights: Landscape: India today has 622 million internet users (8% growth over 2019) and is expected to touch 900 million users by 2025. With affordable data prices, consumers are increasingly becoming more “digital”. The online retail market is set to become 3 folds in the next 4-5 years, majorly driven by under-penetrated categories like grocery, education, and health. Voice, Video, and Vernacular: Though voice is at a nascent stage Indians are leapfrogging on Voice adoption; the market is expected to grow by 40% by 2022. Not just on Google Assistant, voice is rapidly growing as a preferred medium of input across Search and YouTube. Online video spends have seen the highest growth rate of 46% in 2020, as compared to other media channels. Online content consumption grew 35% post COVID, with a total growth of 13% in time spent on OTT from January 2020 to January 2021. Vernacular internet users prefer voice find voice a more natural way of interacting with technology which helps reduces friction. Hindi on voice assistants is the 2nd biggest language globally after English, while Hindi <keyword id="504074" type="General" weightage="20" keywordseo="voice-search" source="Orion">voice search</keyword> queries have seen 400% growth y-o-y. Pre-purchase: Urban internet users are relying on online platforms for product research. 62% of urban users are researching products online before making any purchase either online or offline. 50% of offline shopping across categories involves online product research. Channel Choice: The biggest retail trend is the increasing popularity of the direct-to-consumer or DTC model. D2C brands are witnessing a high number of subsequent funding rounds and strategic sale to incumbents. Working through a middleman can block access to end consumers. Brands with a DTC model can leverage direct relationships through loyalty programs, special discounting and promotions and unique and category-specific shopping experiences. Purchase: Online retail is shifting from electronics to grocery. 73% of customers have purchased through online shopping platforms in the past 12 months. The deciding factors are - 63% on product quality, 55% on price and 55% on product information, return and cancellation policy, and product warranty. There has been an interesting purchase pattern in the consumer journey in the last 3 months where Amazon, Flipkart and Myntra were the top 3 online shopping destinations and <a name="m_-845459193505835215__Hlk80787303">groceries, fashion and health, beauty and personal care were the most searched product categories</a>. Conversational Commerce, Voice Search, Video Streaming and Augmented Reality will also help brands drive their ecommerce strategies.

Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM report

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Bethany Biron/Business InsiderAs Forever 21 considers a major restructuring plan, H&amp;M's performance is strong.</div></div></div><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/hm">H&amp;M</a> - one of the largest fashion retailers in the world, with more than 4,400 namesake stores in 72 countries - is outshining its competitor, <a href="https://www.businessinsider.com/category/forever-21">Forever 21</a>.</li><li>As Forever 21 nears a <a href="https://www.businessinsider.com/category/forever-21">possible bankruptcy</a>, the fast-fashion brand is reportedly seeking help in the form of a private-equity bailout.</li><li>Meanwhile, H&amp;M's parent company recently reported a <a href="https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/cision/2019/03/2412194.pdf">net sales increase of 10%</a> and success in growing both H&amp;M's e-commerce business and the brand's loyalty program. </li><li>We visited neighboring locations of H&amp;M and Forever 21, and saw why H&amp;M is coming out on top. </li></ul>As <a href="https://www.businessinsider.com/category/forever-21">Forever 21</a> reportedly considers a large-scale restructuring plan following the closures of a series of international store locations, <a href="https://www.businessinsider.com/category/hm">H&amp;M </a>continues to grow. H&amp;M Group - the parent company of H&amp;M <a href="https://www.businessinsider.com/hm-has-sister-brands-youve-never-heard-off-list-2019-5">which includes brands Cos</a>, &amp; Other Stories, and Arket, among others - reported a 10% increase in net sales for the first quarter of 2019. The H&amp;M brand also showed continued growth in online sales, thanks in part to an expanded loyalty program that now includes 35 million members, as well as a forthcoming launch on popular Indian e-commerce sites Myntra and Jabong.While Forever 21 does not publicly disclose sales, its performance has undoubtedly slumped in recent years as exhibited by store closures in major global markets, notably London and China. The company has been especially hit hard by the rise of e-commerce competitors and a failure to innovate in areas like clothing and store design. Now the faltering brand is seeking help from a private-equity firm to help with reconsolidation.We shopped at a Forever 21 and H&amp;M store, and saw that Forever 21's in-store experience paled in comparison to H&amp;M. Both stores are located at the Westfield World Trade Center mall, and though H&amp;M has an obvious advantage in attracting foot traffic due to its street-level positioning (Forever 21 has a subterranean space), Forever 21 left much to be desired.

You Searched For "myntra loyalty program" and got 6 results

Why Myntra is betting big on video content and its loyalty program for its next phase of growth

Samarpita Banerjee

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

Karuna Sharma

Myntra's biggest annual sale had 2 million shoppers and the fashion e-tailer sold over 7,100 items every minute

Sanchita Dash

E-commerce In India Has Come A Long Way; What’s The Way Forward?

Ankit Dudhwewala

Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM report

BI India Partner

We shopped at Forever 21 and H&M and saw firsthand why one store is clearly outperforming the other

Bethany Biron

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