Bengaluru: Myntra has come up with a unique step for all the shopaholics. With hours to go for its End of Reason Sale (EORS), the e-commerce platform has enabled customers to take a preview of the products and prices available during the sale. This is said to be a first-of-its-kind action by any e-commerce company in the country. On Friday, visitors to Myntra’s App, Desktop or mobile site get to check prices of the products they wish to purchase during the sale and also create a wish list from where they can shop as soon as the sale opens at midnight. Myntra has introduced this special format for the fourth edition of EORS in order to provide transparency to its customers on the price and reveal the attractiveness of the offers during the sale. “Myntra is known for its thrust on innovation since inception. We continue to focus on providing our customers with the best shopping experience and the current edition of EORS has allowed us to introduce a hitherto unheard of phenomenon -- a preview of the sale and a price reveal of products on discount, a day before the sale. “This results in transparency and allows customers to choose their products and undertake purchase decisions at leisure in order to avoid hustle during the sale,” Ananth Narayanan, CEO, Myntra told IANS. The move also allows Myntra to pre-prepare stock and pre-pack the stock that is in demand enabling faster delivery, leading to better customer experience. So how to go about it? Shoppers are expected to select more products considering the time they have in hand to look through the brands, offers and styles. Also, shopping on Myntra’s platforms has been disabled for the day, making this time period leading up to the sale a strict preview period. The current edition of EORS will be held on Saturday and Sunday. Customers can avail discounts of up to 80 per cent in the sale.