India's online fashion industry is growing exponentially and is expected to hit $14 billion by the end of 2020. With players like Amazon, Myntra, Ajio, Flipkart, Koovs, TataCliq, and Biba, the online apparel market is extremely competitive.
Myntra has been at the forefront when it comes to online shopping in India. The company has been able to establish itself as the go-to marketplace where customers can find trendy, fashionable, and good quality apparel.
Myntra's success can be attributed to a variety of reasons but one strategy that is not easily apparent is nudging.
Nudging is a concept in behavioral economics which proposes positive reinforcement and indirect suggestions as ways to influence the behavior and decision making among individuals.
To understand how Myntra uses nudging, let's walk through buying a shirt from Amazon and Myntra.
When you select a category like 'white tees & polos', Amazon takes you to a new page where you find a bunch of shirts from different brands. The 3 steps are shown below -
Myntra follows a similar 3 step flow with a small change in only one of the steps.
When you select a category on Myntra, the website takes you to the available products under that category and during this transition, you are shown a quote revolving around fashion.
Quotes pop up for every transition the customer makes within the Myntra application. They also appear when you scroll to the end of the product details page.
These quotes might seem insignificant initially but this is a classic example of nudging.
Since average online shoppers look through at least a few products, they go through several transitions. When the customer repeatedly views different quotes associated with fashion, they subconsciously connect Myntra as being a marketplace for trendy and fashionable apparel.
Myntra pushes us, indirectly and in a very subtle manner, to shop from them after making us feel as though they have a trendier collection of apparel.
In today's scenario where e-commerce companies do not have much differentiating them, strategies like nudging can play a crucial role in a companies success.