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Personalisation in India needs a multi-pronged approach: Myntra CPTO

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To achieve personalization at scale in the Indian market, a multi-dimensional approach is necessary. Raghu Krishnananda, Chief Product and Technology Officer of Myntra, emphasized the importance of personalization at not just an individual level but also at a regional and cohort level. Cohort analysis, which studies groups of individuals with similar characteristics, can provide valuable insights. Myntra utilizes a targeted approach by asking users to choose their preferred experience upon logging in, guiding them to curated pages and increasing the likelihood of conversions. AI-powered strategies in search, outfit curation, and personalized suggestions are key to delivering personalization at scale. While augmented and virtual reality (AR/VR) hold tremendous benefits for e-commerce, the challenge lies in encouraging user adoption and ensuring data security.