gift cards details

Gift Card Launch

Gift Card launch – In phases

Phase 1 Phase 2 Phase 3

• A GV with personalized • Stronger redemption process • Physical cards
• Co-branded gift cards
message that will be emailed that will allow recipients of a

on a pre-designed template GC to automatically add it to

• The design for phase 1 can their Myntra account as

be based on the festive oppose to punching in 16 digit

theme codes and 6 digit PINs

• Buy & check balance • Multiple, customizable

Templates. This will include

occasion based templates too

• Adding a 10s video clip with

your Myntra GV. The thought

is to make this a mandated

step before sending a Myntra

GV to make it more personal

and unique to Myntra.

Gift Card Process for Phase 1

Gift Card Use Cases*

B2B B2C
Festivals
Festive Gift during Diwali
- Diwali
As rewards and recognition - Rakha Bandhan
- Christmas/NY
Reseller channels – woohoo.in, Personal Occasions
giftcardsindia etc - Wedding
- Anniversary
Customer gratification eg HP back to - Birthday
school 2500 GV given with every - Congratulations on Job, Graduation etc
purchase

Forecasted
Revenue: 15cr

Popular Days Forecasted
- Valentine’s Day Revenue: 32cr
- Friendship Day

*There’s no data on the sizing of specific use cases as of now

Gifting During Diwali

Below is the data we have from the festive research on how Myntra customers
shop during Diwali

• 94% of the customers said that they shop for NEW clothes/ accessories/
footwear for Diwali.

• 77% of the customers shop for themselves and family (rest shop for gifting).
• Accessories form a bulk of Diwali gifting (24%) followed by Ethnic (19%) and

Personal care & Beauty products (18%).
• Almost equal split between Online vs Offline mediums for gifting purpose

with a marginal skew towards Online (54%).

About Red Envelope

• Red Envelope, Hango is a tradition in China where people give money during festivals
and special occasions using red envelopes

• Wechat, the most used messaging app in China launched the program where people
can now send money through phone. They money is deposited in the person’s We
chat pay account which can later be used for purchases

• Around 8 bn transaction were recorded and gifting online red envelopes has become
a trend and replaced the physical red envelopes in China

Amazon Gift Cards

• Amazon has multiple gift cards for various occasions that can be customized from a
horde of templates

• RakshaBandhan ad for Amazon showing use of gift card - http://tinyurl.com/hs4hpjt

Gifting Planning Scenarios

Route 1: Playing on the uncertainty of gifting

• Gifting comes with a dilemma of which gift to get and whether the gift will be liked
by the recipient or not. Even the recipient isn’t sure if the sender will get his/her
taste. More true in the context of gifting fashion

• A gift card solves for this dilemma by offering the ‘freedom of choice’
• The proposition of ‘gifting something that they will love and cherish’ instead od

something that will be ignored or forgotten
• Some situations we can explore

o Diwali – Grandparent and grandson
o Diwali – A new daughter in law and his husband’s aunt who she is meeting for

the first time and the aunt wants to be seen as a cool aunt
o Wedding – few male colleagues not able to decide what to gift another colleague

(a girl) who is getting married
o Wedding – a gang of old school friends who are all coming together for a friend’s

wedding and haven’t met the bride/groom in ages and are unable to make up
their mind on what will be the best gift for her/him
o Valentines Day – A very picky girlfriend who exchanges everything her BF buys
for him ( can be explored after phase 3)

Nomenclature and Logo Unit shared by Happy

Option 1

Option 2

Name Option 3

Name Option 4

Name Option 5