Fashion e-tailer Myntra is set to launch its own version of parent Flipkart’s Big Billion Day sale during January 3-4. Called the ‘End of Reason Sale’, the event is targeted at getting a first-mover advantage during the time when brick-and-mortar retailers typically launch their ‘end-of-season sales’. According to Prasad Kompalli, Myntra’s chief revenue officer and head of sales and marketing, there will be “mind-boggling discounts on premium fashion merchandise”, and much more during the two days. “I cannot share the details of the discounts that we will run at this point, but I can say that it will have all the elements to make it the biggest event for consumers,” said Kompalli. “It will certainly be the biggest sale that Myntra has held so far,” he added. ALSO READ: Survey rates Amazon as best e-tailer in 2014 followed by Flipkart
Taking a cue from Flipkart’s Big Billion Day sale, which had brought down the website’s servers drawing criticism from consumers, Myntra has made arrangements to ensure there are no technical glitches and there is enough inventory so that stocks don’t run out too soon.
Myntra expects traffic on its website during the two days to be 10-15 times higher than usual, and has made preparations accordingly.
“We have a lot of learnings from Flipkart and we are preparing ourselves well to handle a steep surge in traffic,” said Kompalli. "We have prepared our server infrastructure, our delivery capabilities and order taking systems to ensure a smooth experience for customers during the sale."
Playing on the cost-sensitive Indian consumers' weakness, e-commerce companies have run a slew of discounts in the past six months.
While e-tailers have run all the traditional Indian formats of discounts such as festive sales, seasonal sales and clearance sales, several players have also held flash sales, inspired by US' Black Friday sale.
Most online discount events, including the recently-held Google's Great Online Shopping Festival (GOSF) that was held across 450 brands and websites, have received good response from consumers.
Kompalli said: "There is a difference between other sales and an end-of-season sale. Most sales are limited to a few products or brands, but an end-of-season sale is generally across-the-board." The discounts are going to be so good that buyers won't have a reason to refuse, he said, explaining the name 'End of Reason Sale'. ALSO READ: Victim of online fraud? Here's what you can do
He added that through this sale, the company would look to break away from the usual end-of-season discounts that run for six or seven weeks.
The End of Reason Sale will include international brands such as Nike, Puma, Adidas, GAS, US Polo, Fossil, Vero Moda, MANGO, and designer brands such as Ritu Kumar, Rohit Gandhi and Rahul Khanna, J J Valaya, Wendell Rodricks, and Mandira Bedi, among others. Besides "mouth-watering" deals, there will also be contests on the social platforms of most brands.
Kompalli also said this sale will allow Myntra to launch its Spring Summer 2015 collection in January 2015 itself, helping consumers to access fresh fashion sooner than usual.