Myntra redefines fashion buying with cutting edge innovation, setting new industry standards

In a tech-centric era, Myntra places a premium on customer data security and privacy. Join Laksminarayanan Swaminathan, Vice President- Product Management, Myntra, as he unveils the cutting-edge measures and practices employed to ensure a personalised shopping experience without compromising data security and user privacy.

How has Myntra integrated AR and VR technologies to enhance the online shopping experience, and what impact has it had on customer engagement and satisfaction?

At Myntra, we have seamlessly integrated Augmented Reality and Virtual Reality technologies to elevate the online shopping experience for our users. Through the implementation of Assisted Selling Tools, including Virtual Try-On, an AI Skin Analyzer, and the Photo Search feature, we are providing a personalised shopping experience to our fashion and beauty shoppers and enabling them to discover products that suit their individual needs.

The integration of AR/VR technologies into offerings like the Virtual Try-On feature has notably allowed shoppers to upload a photo of themselves and virtually try on different apparel available on the platform, providing them with a highly immersive and interactive experience.

Other offerings using emerging technology include the ‘Photo Search’ feature, which generates results from Myntra’s comprehensive catalogue that are aligned to the shopper’s preference, by allowing them to upload or take a photo of a product they are interested in. The image shared by the user is then parsed through our full-width catalogue to identify the nearest match and results are accordingly served by our recommendation algorithms. In addition, we also have voice search and vernacular search capabilities on our platform, which have helped us improve our search effectiveness and reduce query abandonment rates significantly for our users.

Our commitment to personalisation is further exemplified by our efforts to cater to individual needs through features like the AI Skin Analyzer. This feature analyses the users’ live image and identifies features such as pigmentation, lines, dark circles, etc., and recommends skin care products for the specific skin condition.

The introduction of beauty tools and enhanced capabilities of the AI Skin Analyzer have not only engaged shoppers more effectively but have also resulted in an increasing number of customers finding value in these features, making their shopping experience more impactful. The impact of these AR/VR technologies on customer engagement and satisfaction has been substantial. By offering a more interactive and personalised shopping journey, we aim to make Myntra the preferred destination for beauty enthusiasts.

What specific features within the Myntra mobile app leverage technology to create a user-friendly interface? How do these features enhance the overall shopping journey, and what measures has Myntra taken to ensure a seamless mobile shopping experience?

On a mission to democratise fashion by leveraging technology, our host of pioneering AI-led features, in addition to other tech-led innovations are playing a pivotal role in enhancing the shopping experience on our platform. Features like the MyFashionGPT, MyStylist and Maya, are allowing customers to leverage the latest technology to discover products from across the categories on the platform and also style their outfits. Maya, our AI-driven chatbot, streamlines the shopping experience, reducing decision fatigue by offering tailored product recommendations across our extensive array of 2.3 million styles available on Myntra.

MyFashionGPT redefines how our users discover outfits by allowing them to seek suggestions based on various factors such as occasions, moods, and even celebrity styles. This technology, powered by ChatGPT and advanced AI, interprets user queries and showcases a selection of products, providing a more personalised shopping experience.

MyStylist, a pioneering feature, developed in-house at Myntra, sets it apart as a distinct offering. It enables users to upload images of outfits they like and receive tailored recommendations on how to style or complete their outfits.

We have seen a very good reception for these features and customers love the way these are revolutionising fashion shopping in India. Today’s evolved consumer base needs more than just product offerings. Leveraging technology, we are at the forefront of creating an unparalleled shopping experience along with providing unique service differentiation.

How does Myntra use technology to improve its supply chain and delivery process, enhancing customer satisfaction?

We leverage technology to optimise the SCM operations and enhance our last-mile services, making the shopping experience seamless. Through the use of advanced logistics management, we’ve redefined our approach to order fulfilment.

One technological advancement to have a more effective logistics process can be seen in our specialised fulfilment centres across the country. Here, products undergo meticulous processing and packing. We’ve integrated cutting-edge automation for sorting, quality control, and storage, significantly streamlining operations within these facilities.

To further enhance customer satisfaction, we’ve introduced the M-Express service, promising 24-48 hours delivery. This feature not only caters to customers looking for speedy deliveries but also provides a streamlined search option for M-Express-tagged products in the catalogue seamlessly using filters.

Additionally, the incorporation of solar panels to generate 35% of our operational electricity demonstrates our commitment to sustainability. This move not only reduces our annual carbon footprint but also aligns with our eco-conscious approach, contributing to the equivalent of reducing emissions from hundreds of cars yearly.

How does Myntra use technology to ensure customer data security and privacy while offering a personalised shopping experience?

In our journey to provide the best shopping experience to our customers, we leverage cutting-edge technology to help our customers stay on top of their fashion game along with robust systems and controls ensuring that our customers’ data is kept secure and safeguarded.