Getting the right size apparels across various online shopping websites has been a big challenge. It is also one of the key reasons why online apparel shopping hasn't picked up in India the way it should have.
Attempting to address this issue is Flipkart Group's online fashion and lifestyle destination Myntra with its value-added service called ‘Alterations’. The best part though is that customers will get to avail this service at no extra cost.
In a pioneering move, Myntra has partnered with tailors whereby online shoppers who have purchased apparels on Myntra will have the option of availing alteration services at their doorstep. The eCommerce firm is of the view that this feature will make online shopping more convenient for its customers while also enhancing its customer base. The strategy will encourage offline only customers to shop online and allow partner tailors to earn additional income by growing their business.
According to Amar Nagaram, head – Myntra Jabong, launching alteration services on Myntra replicates a key offline phenomenon that further bridges the gap between online and offline shopping experiences for customers. "It is aimed at making online shopping more convenient while reducing returns due to size and fit issues. We are committed to strengthening the small and medium businesses within our ecosystem.
"This service provides us an opportunity to work with tailors across the country and provide them an opportunity to augment their income while also enhancing their business and customer interaction skills through training. We have introduced this service in four cities ahead of our 'End of Reason Sale' and will extend this to 80% of our customer base over the next one year," he said in a statement.
To start with, the alteration service will be available in cities like Delhi, Mumbai, Bengaluru and Kolkata, offering length alterations for jeans and trousers for men. In the next phase, the service will extend to size alterations for women including products such as kurtas and kurtis. The etailer has so far tied up with 200 tailors, located in zones that have a large number of Myntra customers in the four cities. Online shoppers will be able to opt for alteration service once the product is delivered to them.
"The tailors will pick up the product from the customer’s residence after taking necessary measurements and deliver them to the customer, within 24 hours to 48 hours. The alteration service is being offered at no extra cost to customers." Myntra said in a statement.
Tailors with a tailoring shop at a convenient location and necessary equipment will be eligible to associate with Myntra to offer this value-added service. However, tailors need to also have the required expertise to execute the alterations as per predefined standards. On its part, Myntra’s on-ground team will train tailors on using the platform to cater to requests from the neighbourhood and the necessary customer engagement skills.
(The writer is a Mumbai-based independent business journalist and has extensively covered diversified consumer businesses over the last two decades. He can be reached at hello@ashishktiwari.com)
