How to attract customers this festive season? - SUREFIRE WAYS TO GET THAT CUSTOMER INTO YOUR STORE THIS FESTIVE SEASON

We can be hopeful about the festive season ahead of us. But if you think the consumers will magically walk into your store, without any strategic marketing campaigns, then think again. Sugandha R speaks to experts and finds out what will work best in terms of not just getting that customer into your store, but also ensuring he or she buys

- Sugandha R

The lockdown in most part of the country has eased and G & J retail business is zooming ahead. The upcoming Diwali and the following wedding season will be a busy one for jewellery retailers across India and holds the promise of bringing back the shine of the business.

Effective digital campaign & CRM programme This Diwali, jewellery retailers can be cautiously optimistic. Demand will surely increase in the coming months and how each retailer handles this increase in demand will make all the difference. “The two most important things jewellery retailers must do are: use effective digital marketing campaigns for short term and for long term build a CRM programme. The current concept – of a model adorning jewellery is not enough – the advertising campaign needs to be innovative. Each retailer will have to think of the innovation which will be unique to his store,” suggests marketing guru A Shivaram, founder of www.retailgurukul. com. If the product is not something that the consumer wants, what good is it? Inventory has to be fresh and currently trending. Jewellery retailers must offer what the customers want. “If you have current products on offer and unique and differentiated from the retailer next door, consumers will be willing to pay the price the retailer has asked,” explains Hemant Shah, Jewellery Consultant.

Jewellery in the Indian context is considered an investment. It has very strong traditional and cultural connotations. Neelesh Hundekari, partner & head of Lifestyle Practice, Asia at AT Kearney suggests the following steps for retailers:

a. Reach out to your loyal customer base. Find out if there are any weddings or events in their family.