The idea of making jewellery purchases from the comfort of their homes seems to be an idea that has found permanent residence in the lifestyle of the common consumer.
When the first blow of COVID-19 ravaged the country, inevitably the majority of industries suffered greatly. But Indian entrepreneurs being as ingenious as they are quickly identified a sustainable solution that would outlast even the pandemic E-Commerce. Conversing specifically about the jewellery industry over the last two years, we have witnessed an exponential number of 1st timers entering the online marketplace, and finding it extremely convenient to shop online. The idea of making jewellery purchases from the comfort of their homes seems to be an idea that has found permanent residence in the lifestyle of the common consumer. Top industry players have also made drastic changes and additions to their marketing strategies, with a focus on social media, and digital marketing strategies, identifying great potential in the future by expanding their digital presence and in-turn their customer demographic. Social media marketing allows business to provide a more intimate and personalized marketing approach, this adds to brand loyalty, and in-turn adds to sales.
With offline marketplaces reopening, and people finally regaining touch with the offline experience of purchasing jewellery, we are certainly anticipating remarkable growth in sales within offline stores, but keeping in mind the benefits of E-Commerce, and digitally led traffic to websites and aggregator platforms such as Myntra and Flipkart, we expect 30-40 percent of our new users to become and remain regular users of E-Commerce. People are doubtlessly restless at home, eagerly waiting for normalcy to restore, but many have accepted the current situation as normal, and have grown accustomed to habits and lifestyle changes made during the lockdowns and restrictions imposed. Additionally, small and large businesses, and E-Commerce websites alike, have invested a great deal of attention, and information to their online presence, and online shopping experience, delivering top notch quality, convenience, and an extensive collection, as they no longer require to have each piece on display at a physical store. Businesses such as our very own Rubans has transitioned to a 100% E-Commerce model, because it is not only convenient for our customers, but it is also convenient for us as a business.
To some extent, everyone is slowly, but steadily accepting that we have dived head first into the digital age. Businesses or individuals can no longer live in denial.
To progress in harmony with ever changing times, and use them to our advantage is in my opinion the best way to generate long-term, sustainable value for your business and the common consumers.
A few things small businesses can try to incorporate in their business model are to carry online training for their staff and equip as many of their team members with the necessary skills to provide a seamless online experience for customers.
To create a quality online presence that is reliable, and effective. Last but not least to assimilate goal-oriented social media marketing one of the main channels to drive traffic to your website.
Digital marketing strategies, designed to expand their reach, increase their sales, and nurture familiarity with the brand.