GRT Jewellers’ new store in Nizamabad plays on the brand’s specific ‘local approach’

Using its deep understanding of the preferences of the people in the region, it offers a wide range of specially curated Andhra-Telangana designs and an elevated retail experience, especially for a Tier II city, at the store

Chennai brand GRT Jewellers’ tryst with Andhra Pradesh, and now Telangana, has evolved over 15 years to get a deep understanding of the preferences of the people in the region. It is this USP that the brand brings to its new large format store launched recently in the Dwarkanagar locality of Nizamabad in Telangana. As is the practice at any new GRT showroom launch, there was no celebrity around, just a simple puja to invoke blessings for the new venture.

The brand has been vocal about its ‘local approach’ – it always goes with the taste of the local population with regard to stocking jewellery at any of its stores. Therefore, when it opened the new store in Nizamabad, itbrought in statement Andhra and Telangana style designsto make sure that they met the expectations of the locals.

A CURATED AMBIENCE

The new store has three floors, showcasing gold, diamond, vintage and silver jewellery. Once inside the store, a customer may not feel as if he/she is in Nizamabad. The store has state-of-the-art interiors, offering a metro city feel, and a differentiated retail experience that is not often found in Tier II cities. It also has child-care rooms and VIP rooms with personalized services for big buyers.

CATERING TO ALL

The target audience of the store includes both low budget customers as well as high value jewellery buyers. There is no specific segmentation because Nizamabad is a city that has lower middle class to HNI residents. In fact, the target audience includes the total market.

To attract new customers, GRT holds up its core offerings, comprising large collections and wide variety of jewellery, best of workmanship, which drive walk-ins to the store. The range of jewellery at the store includes the brand’s collections like ‘Briha’, ‘Devanshi’ polki jewellery, ‘Chand’, ‘Rosette’ and ‘Oriana’, meant for young customers.

BUY FROM ANYWHERE

The brand also offers the facility of GRT Live, for customers to buy jewellery remotely, assisted by professionals from GRT. It can either be over a video call from any location, or a customer at the Nizamabad showroom can be virtually connected to GRT stores in any other city to pick jewellery of their choice. The Nizamabad store has a special room where customers are seated and connected to stores in Chennai, Hyderabad or other places, and they get to see the images of the jewellery they require on a screen. Once they finalize their choice, the jewellery they want is brought to the Nizamabad store. The GRT Live facility gives customers access to all 58 stores of GRT for any specific requirement for a jewellery purchase. GRT Jewellers has a strong presence across Andhra Pradesh and Telangana, with eight large format showrooms in Visakhapatnam, Kakinada, Guntur, Vijayawada, Tirupati and Hyderabad, offering customers a wide range of specially curated Andhra-Telangana designs. The Nizamabad store is GRT Jewellers’ 58th showroom in the country.

Written by Krittika Bhatta

Retail Jeweller India Exclusive