#RJEF2023: ‘Consumer confidence, convenience matter most for global e-commerce set-up’

In the realm of jewellery retail, the majority of the players are positioned offline; they are in a position to leverage the existing customer base to shift online, said Nitin Khandelwal, Regional Director, GJEPC, Jaipur, at the Retail Jeweller East Forum

Kolkata: Nitin Khandelwal, Regional Director, GJEPC, Jaipur, spoke of the importance of online retail at the first edition of the Retail Jeweller East Forum held in Kolkata on November 21. Holding forth on the topic ‘Retailing globally through e-commerce: How easily you can set up your exports division in 7 days in your organisation’, Khandelwal said e-commerce is new territory for many players and described how a 7-day period with robust processes is enough to set up a complete e-commerce vertical.

Khandelwal said, “It is imperative to develop the e-commerce business vertical, especially with social media and the Internet at our fingertips. Market research, innovation, social media, safe and secure payment options and timely deliveries are, therefore, paramount.” Businesses thrive online, offline or both, and Khandelwal believes that brick-and-mortar retail has the advantage of nurturing existing customers at the store first and then shifting them online. 

Khandelwal walked the audience through the basic steps of building an e-commerce wing with impactful product presentations, listings and descriptions, which, together, can significantly power the buyer’s perception of the product. In Khandelwal’s view, keywords that are commonly used by consumers browsing online are important for creating accurate product descriptions.

Khandelwal added that safe and secure payment and shipping facilities are a must when the buyer’s journey reaches the purchase stage. “This involves everything – right from tying up with reliable shipping firms to offering insurance and seamless checkouts to protect the customers’ interest,” he said.

To ensure return customers, the retailer has to focus on sustainability and unit economics. “The last step of setting up an e-commerce business comprises intensive use of social media, where a marketing strategy is needed to drive traffic to the online store. To start engaging customers online, businesses should keep all communication channels open,” Khandelwal concluded.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive