Sona Chandi jewellers reaches out to people this festive season—right till their doorsteps

Sona Chandi Jewellers from Kanpur went that extra mile for their customers this festive season. Instead of waiting for people to come in, they took the shop to their doorsteps with a new promotional offer, which was launched on November 1 and continued till November 15.

One could book jewellery as a gift online and pay in full or in part (20% of the actual amount). The jeweller, in turn, would deliver it, gift-wrapped, across Kanpur and other parts of north India. The minimum purchase value for free home deliveries was kept at Rs 2,500.

Nandita Agarwal, director, sales and marketing, said, “The festive trend is to gift jewellery during Diwali and Dhanteras. But the pandemic wreaked havoc this year and consumers did not want to step out to buy jewellery. This is why we started free doorstep deliveries. We received 256 orders before Diwali and 80 per cent of them were local. The rest were from UP and NCR. Local deliveries were done within 2 hours after payment. We covered deliveries in other states in two days. The delivery person was always a store person and followed all Covid norms.”

The jeweller hired additional staff to implement the scheme. Customers would get on a Zoom call with them to go through the jewellery. After they finalized the pieces, the jeweller sent them a link through which payments could be made. “For gift pieces, the payments were to be done in full before delivery. For corporate orders, we made catalogues and sent it to the client. After confirming the pieces, the client had to make at least 20% of the payment and the orders got delivered to the mentioned address,” said Agarwal.

Bills and certificates for diamond jewellery were also kept in order for online payments. The delivery person also carried a portable machine for customers to check the product weight if they wanted to.

The offer did so well that the management has decided to continue with it. From a business point of view, it hit the right chord because the retailer could reach out to millennials as a new customer base. Lightweight and small ticket items such as gold chains, diamond tops, gold and diamond rings, pendant sets and small silver articles such as diyas were mostly sold during this period.

Courtesy: Retail Jeweller India News