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Jewellers witness encouraging response from customers on their digital platforms for Akshaya Tritiya



Jewellers have witnessed encouraging customer response on their digital platforms this Akshay Tritiya. Customers have also made token purchases of gold to celebrate this auspicious day on Hindu calendar.

Mr. Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited said, “All 328 Tanishq stores remain shut this year and hence it would be unfair to compare numbers with last year. But the overall customer response to tanishq.co.in from key metros and even with tier-2 and tier-3 towns has been extremely encouraging.”

We have had close to 1+ million visitors / browsers on our website indicating a lot of customer interest! further, this ticket size online has jumped 2.5 to 3 times the usual online avg. ticket size, implying many new customers have come online. As we gear up for a post covid world, this e- Akshaya Tritiya has been an opportunity to develop and strengthen our digital and omni play. Many initiatives we have taken will serve us well as customers get used to new digital driven behaviour. Both, tradition and the investment value of gold continue to be key drivers for an optimistic response, and we believe this theme will continue for the next 6-9 months this year. Thereby making jewellery a valuable investment amidst so much economic uncertainty.”

Suvankar Sen, Executive Director, Senco Gold & Diamonds said “Our Akshay Tritiya offer with price protection guarantee is an innovative way to serve our customers who are under lockdown but at the same time do not want to miss out on purchasing gold or jewellery for the auspicious occasion. Our discerning customers are not only getting a chance to avail of substantial discounts on gold rates and waivers on making charges but also getting an opportunity to contribute to the COVID-19 relief fund through their purchases. So far, during the Akshay Tritya online sales offer that runs from April 22-27, we have witnessed 10-15% sales compared to that of last year’s total Akshay Tritiya sales. As all our offline stores are closed now due to lockdown, we are experiencing customers’ preference for buying bars, coins and making token advance through our e-commerce section at www.sencogoldanddiamonds.com.”

Vaibhav Saraf, director, Aisshpra Gems & Jewels added that due to the lockdown, they were not expecting big ticket jewellery sales but for their regular customers’ convenience, they kept the gold booking option open. “Customers have done token purchases and have also shown keen interest in gold EMIs. Gold coins of 2 grams, 5 grams and 10 grams were popular. Jewellery too was seen getting booked. The delivery or pickup from store will happen once lockdown is lifted,” he added.

Snehal Choksey, director, Shobha Shringar Jewellers said “Well our regular customers reached out to us for booking gold so we have done their bookings on call and online. As stores are shut and over all sentiment is gloomy,We are not counting this Akshay Tritiya as a contributor to our annual sales target.The sales we did was minuscule compared to every year and it just to cater to our customers’ needs as on Akshay Tritiya, buying gold has sentimental and auspicious value to most Indians.”

Courtesy: Retail.Economictimes

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