Myntra rolls back MyPrivilege Loyalty program

After merging operations with e-commerce leader Flipkart, online fashion destinations-Myntra seems to be

relooking its retail strategy. Sources claim that the company has pulled back its MyPrivilege Loyalty program and now plans to offer benefits and privileges to all Myntra customers and not only those registered under the loyalty program.

Myntra had introduced the program in November 2013, which allowed shoppers to earn points for purchases made online. There were three membership levels – Silver, Gold and Platinum. Silver members received six points for every purchase worth Rs 100, Gold members received nine points and Platinum members received 12 points (plus free shipping on all orders). While Silver membership was given to all registered Myntra customers, for Gold and Platinum memberships, users had to shop for Rs 3,000-7,999 and Rs 8,000 or more in six months.

The platform, while inking tie-ups with foreign fashion brands to remain the leader of fashion e-commerce market, has also introduced Style Machine, India’s first online fashion space to organize an engaging game that lets one discover new fashion trends, while winning prizes. It then announced the launch of Fashion Incubator to train fashion entrepreneurs to retail their merchandise online, which would be followed by the Flipkart-Myntra duo picking up equity stakes in the best performing brands after six months to a year.

The company also unveiled its largest marketing campaign titled ‘Live for Likes’, to woo today’s social media savvy generation. Through this campaign, Myntra encourages shoppers to look their best with latest fashion trends for a perfect picture on every occasion. The campaign has a slightly quirky ‘take’ on this trend, reflecting how people go a little out of their way to get more ‘likes’ to their uploaded pictures.