In the recent advancements of Indian ecommerce industry, analysts noticed something that redirected the entire focus of marketing to App. A lot of speculations and calculations were made on the basis of the numbers of the user and the interaction pattern at the site. The whole focus of the sites shifted to playstore and APP was calculated as the SPOC of the traffic and the sales.
This led to the ecommerce giants of India to focus more on App which eventually turned out to be going App only. Myntra, Flipkart Big Billion Day are the recent examples of APP only approach by the ecommerce sites in India. Joining the list of the sites, MakeMyTrip has taken a yet another profound but critical step by launching an APP only sale.
The app only shopping festival by MakeMyTrip is live and will go off on 2nd November this year. According to Rajesh Magow,the cofounder and CEO, MakeMyTrip:
“We strongly beleive that the future of travel buying experience is on the ‘Mobile Platform’ – the shift is already underway. We are strongly focusing on strengthening our mobile technology.”
Sale is fine, its great in fact, but having it App only is more or less like compelling the users to install and then shop. The step may be great today and it is trending but in the long term, no one wants to linger with a company which compel shoppers to install app and ignore the shoppers who are visiting through the mobile platform via browser.
Same happened with Myntra, while a company expects a decent 10% growth annually, Myntra actually saw a dip of around 10% in sale and lost many potential buyers from mobile and desktop.
Anyways, for shoppers, if you wish to get amazing offers install the app and get cashbacks upto Rs 1500 on domestic flights and more. However if you already have the app then go update it to enjoy the whole sale.