Fashion app Myntra, part of India’s biggest e-commerce company Flipkart, recently suffered a major technical snag where the app sent out notifications of products being dispatched or delivered and also crediting some accounts.

Frantic users rushed to call customer care helpline where Myntra informed them via an automated message that it was indeed a technical problem. Later last night, the company tweeted out the issue was resolved. Reports say this may have led to many customers uninstalling the app from their phone.

Myntra’s app-only strategy backfired and it looks to re-launch its desktop website next month. The comany expects 15 to 20 percent of its sales to come from there. “The re-launch of a full-fledged site is aimed to provide convenience to a segment of customers, especially women customers, who have a marked preference for browsing and shopping on multiple platforms such as mobile, tablet & desktop,” Myntra said in a statement.

Myntra, part of e-commerce giant Flipkart, had attributed its earlier decision to go ‘mobile-only’ from May last year to the manifold growth in traffic from smartphones. While it still maintains that the strategy led to massive growth, it says that the desktop website is being brought back only on ‘consumer demand’. An internal study also suggested that Myntra could expand its customer base by 20 percent if it allowed users the flexibility of using multiple platforms for shopping, it added.

Myntra also says it aims to turn profitable by the end of next financial year as the online fashion store looks at slashing discounts and curbing supply-chain costs. Fierce competition to win customers through deep discounting has led to mounting losses for Flipkart along with rivals Snapdeal and Amazon. Myntra now plans to reduce discounts by 3-4 percentage points and the company expects to lower the number of products that are discounted on its website.

Myntra’s 60 percent of revenue in the next financial year would come from products sold at full price up from 54 percent, the company’s senior vice president of finance Prabhakar Sunder said. The company also expects to cut supply chain costs by 2 percentage points during the period.

Publish date: May 20, 2016 4:00 pm| Modified date: May 20, 2016 4:00 pm

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