Mia by Tanishq enhances digital customer engagement with new omnichannel strategy 

The approach shows promise as the brand reported a fivefold increase in revenue on Akshaya Tritiya, alongside improvements in email open rates and click-through rates 

Mumbai: Mia by Tanishq, the modern and chic fine jewellery brand from the TATA group, has launched a new strategy to elevate its customer experience across both digital and physical channels. The brand aims to create a seamless omnichannel approach, optimizing engagement through push notifications, email, website interactions, and in-app communications. It has partnered with a prominent customer engagement platform which has over 1200 global brands in its list of clienteles.  

The primary goal for Mia by Tanishq is to effectively target high-purchase intent customers, ensuring they receive timely and relevant information about the brand and its products. By enhancing their strategy, the brand seeks to boost online conversions while also improving offline discovery for customers who prefer a tactile shopping experience. 

Shyamala Ramanan, Business Head of Mia by Tanishq, expressed enthusiasm about the new strategy, noting, “We’re excited about the opportunities this presents for Mia by Tanishq. This initiative will help us drive business results and strengthen our connection with customers across various touchpoints. We’re committed to delivering exceptional experiences and staying ahead in a competitive market.” 

The new approach has already shown promising results, with the recent Akshaya Tritiya campaign marking a significant success. Mia by Tanishq reported a fivefold increase in revenue on the day of the festival, alongside notable improvements in email open rates and click-through rates, surpassing industry benchmarks. 

This initiative represents a major step forward for Mia by Tanishq in enhancing its customer engagement strategy and achieving greater success in the evolving jewellery market. 
 
Retail Jeweller India News