There have been talks of Flipkart and Myntra going all-mobile for quite some time now. However, this past weekend, Myntra shot a mailer to all its consumers announcing the final date of the major leap. The fashion e-commerce store confirmed May 15 as the D-Day.
“This May 15th, 2015, Myntra is taking the first step towards the future of fashion shopping - we move on from the desktop to being exclusively available on the app,” Myntra’s email stated.
“We believe fashion is a very personal experience. Your sense of style, the brands you wear, the trends you choose to follow are unique to you. What inspires you to look good changes and evolves every day. The best fashion experience therefore, is a truly personalised and engaging one that is only possible through the device that is closest to you. A device that understands you - your mobile.
“Thank you so much for being part of Myntra's exciting journey. We look forward to bringing you a new age of fashion experience, and being your personal fashion assistant anytime, anywhere. This is only the beginning!” the email said.
In a move to persuade users to download the app, Myntra had already shutdown its mobile website. On May 15, the store will also shutdown its desktop website.
Myntra was bought by e-commerce giant Flipkart for approximately $300 million last year. It, however, operates independently.
As it turns out, the mailer received by customers was address to “NULL”, instead of the customer.
The e-commerce store realized the blunder a day late, sending out an apology mail to all the recipients of the first mail.
After the mailers, the brand made a big bang announcement on The Times of India national edition.
The brand has also released a digital video in wake of this move.
Watch the video here:
The hashtag, #itspersonal, has been trending on Twitter since Saturday.