A brand new season each week: how Myntra is utilizing knowledge to disrupt the style trade – Microsoft News Center India

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Selling what clients need

Face masks have been just the start. With bodily brick and mortar shops shut as a result of lockdowns and customers staying away from buying centres, main trend manufacturers needed to reimagine their go-to-market technique in a single day. Myntra discovered itself uniquely positioned to assist them.

Right earlier than the pandemic, Myntra had migrated its entire data platform together with provide chain administration, stock, and web site capabilities to Microsoft Azure. Apart from offering Myntra the elasticity to cater to demand spikes, Azure’s built-in Machine Learning instruments expedited the event of superior analytics capabilities to know their customers higher.

“The amount of data from which we learn today is six to seven times more than the pre-COVID world. Microsoft Azure has enabled us to scale-up overnight and Azure Machine Learning gave us the right kind of levers to expedite our learnings,” explains Nagaram.

From the early days of the lockdown, Myntra was in a position to present actionable insights to associate manufacturers about what customers have been on the lookout for and helped them prioritize their choices accordingly.

Some of the quick insights from what customers have been looking out, viewing, and shopping for, highlighted how a bigger set of consumers was now staying at house, balancing between work and family chores, and wanted garments that have been useful but snug.

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