The Staff That Made EORS a Huge Success

With the conclusion latest edition of the End of Reason Sale, Myntra emerged successful and more than content with their performance. This was the 8th edition of the End of Reason Sale, and was held between 22nd and 25th June 2018. With discounts of 50 to 80% being offered, it was no surprise when customers from around the country were enticed by the sales event and went on a shopping spree like never before. However, this incredible campaign could only be pulled off thanks to the blood, sweat and tears of the Myntra staff, delivery personnel and customer care executives.

Myntra’s CEO, Ananth Narayanan, also credited the innovation team for developing key strategies that helped them penetrate the market and take hold of a substantial share of it. He commended the hard work of all the departments in Myntra, and credited them for their ability to complement each other and work efficiently towards a common goal. He said,” This year, like every other year, we’ve had some fabulous innovations, like Early Access, whether it’s our referral programme, or the personalized videos that we send out, all of these have been incredible innovations”.

Here Is What Happened Behind the Scenes

Here is what some of the department heads of Myntra had to say about their experiences of the event.

Jeyandran Venugopal, Chief Technical Officer

“EORS is getting bigger and better for us, and it’s been amazing to go on this journey. This is my third End of Reason Sale, and every edition of this event has been totally amazing.

Gunjan Soni, Chief Marketing Officer

“EORS is what brings the best out of Myntra, I think it brings all of us together, and that’s what makes it a spectacular event.”

Manish Pansari, Senior VC, Supply Chain Management

“There are a few things that have been consistent – we’ve just been growing, the scale has been growing, and the experience has been amazing and fantastic always. The festival mode is always on”

Amit Mathur, Senior Director, Human Capital

“There’s an existing ritual, involving a chocolate fountain, seems to be very lucky for EORS. I make sure I go and eat some of those chocolate wafers”

Sriram Iyer, VC of Engineering (Research Labs)

‘End of Reason Sale has remained the same, the only thing is that the scale has been getting larger and larger, and the event’s getting grander and grander, and tech getting better and better.”

Dhanmoni Sharma, Associate Director of Real Estate & Workplace

The energy level or kind of engagement, the culture that we build around the EORS, or the team bonding, that is the best part of EORS”

Dipanjan Basu, Chief Financial Officer

The tension in the build-up, and the fact that we always try to solve problems and the hustle around EORS, that hasn’t changed.”

Mithun Sundar, Chief Revenue Officer

“I’ve never been a part of something so special, where we’re solving problems live, making quick decisions live – very exciting.”

Avishek Sen, VC, Human Capital and Customer Experience

“The way all the teams, be it technology, be it revenue, be it consumer experience, supply chain, how everybody comes together, is what makes the event a true success”

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Myntra’s End of Reason sale begins Jan 3

Myntra, India’s leading online fashion portal, is bringing its flagship End of Reason Sale once again starting January 3, 2017. This is the fifth edition of the landmark sale. It lasts up to January 5, 2017.

Just when you think all the festivals and celebrations are over with the year coming to a close, the Myntra sale, coming as it does at the start of a new year, brings a whiff of hope and excitement with it. What’s more, the sale promises to deliver everything your heart desires with its tagline: “Jo chaho milega, jab Myntra ka sale khulega” (meaning whatever you want you can have, when the Myntra sale opens).

Myntra EORS sale

Around 1800 top Indian and international brands with their latest winter collections are part of the sale, which expects about 10 million-plus customers to come online to shop and create a new wardrobe for the New Year. To participate, customers of Myntra can shop through the Myntra mobile app, the Myntra mobile website and the Myntra website on the desktop.

Last year’s sale, the fourth edition of EORS, had helped Myntra log over two million item orders at the conclusion of the first day of a two-day sale. In the run-up to the opening of the sale last year, Rs 700 crore worth of products were added to the EORS wishlist. The wishlist is a special feature associated with the event. Potential customers have to hurry up and fill their wishlist with their favourite styles, so they don’t miss any extra offers.

One can expect up to 80% discount on the largest range of fashion clothing. An extra 5% discount can be availed on every purchase if a customer pays with a Myntra gift card.

Myntra has also introduced gamification during the EORS sale. The game, available on the Myntra app, allows one to play, accumulate points, and win early access to the sale. There are many other innovative activities, like the Mannequin Challenge, which can be used to uncover the prices of products.

By now, most people must have spotted the Myntra ad at least once. The ad features both P V Sindhu and Hrithik Roshan. While the Olympic champion and ace shuttler is seen tackling two players across the net even as she prefers to browse through he Myntra App, the Bollywood star is seen in his branded clothing lien HRX, jogging and giving a shoutout about the sale dates.

The 35-second ad tells shoppers to get ready for the ultimate sale. It encapsulates the secret fashion desires of people, and helps to build excitement. The commercial can be spotted on top TV Channels, while the marketing campaign for the sale is spread across print, radio, digital and social media. On the digital front,, besides the game, Twitter has seen Indian off-spinner R Ashwin doing his bit for the sale.

The TVC has been conceptualized by Happy Creative and directed by Razneesh Ghai. Kartik Iyer, CEO, Happy Creative Services, had this to say: “Working with Myntra on their EORS campaign has always been exciting, with the sale growing by leaps and bounds every season. The aim has been to build excitement around the most awaited fashion sale in the country.”

On the campaign, Gunjan Soni, CMO & Head, International Brands Business, Myntra, said, “EORS has emerged as the most sought-after fashion sale event in the country. Through this campaign, we are reaching out to our existing and new customers, urging them to prepare and make the most of the three-day sale.”

Gunjan Soni added, “The size and reach of our marketing campaign for the upcoming ‘End of Reason Sale’ is unprecedented. We have come up with an array of innovative activities to engage with our customers. We are doing a take on the Mannequin Challenge to reveal prices of products, gamification to drive traffic and a focused regional push on digital.”