SUVANKAR SEN – EXECUTIVE DIRECTOR, SENCO GOLD & DIAMONDS WINS THE CEO OF THE YEAR FOR PHYGITAL TECHNOLOGY IMPACT

Suvankar Sen is at the helm of a legacy brand with a history spanning over eight decades in jewellery retailing. Keeping up with the times, Sen adopted a “Phygital” model much before the pandemic intensified the need for it. Sen is consistently working towards providing an omnichannel experience to customers both in-showroom as well as through the website’s www. sencogoldanddiamonds.com, www. My gossip. in, www.mydigigold.com and www.mysenco.in. In this regard the brand has implemented an online jewellery store, www.sencogoldanddiamonds.com which offers a special facility to book gold and redeem it at the store besides offering a vast range of products for online sales.

The brand has also introduced a customer-relationship-management solution software and a customer portal (www.mysenco.in) where customers can view their purchase details and all communications in real-time helping them stay updated with the latest order status, designs etc. In addition, its mobile application “My Senco App” is available for customers to browse, select, purchase, track purchases and interact with customer care.

As on January 31, 2022, this application has been downloaded more than 150,000 times. The brand is also providing a digital platform to customers for the purchase, redemption and sale of the gold through the DG Gold platform- mydigigold.com. The brand also has marketing arrangements with leading online marketplaces. To enhance customer reach and service during the COVID-19 pandemic, it added video calling and tele calling services. The brand is also adopting augmented reality through Magic Mirror and virtually trying on ornaments for better customer care along with providing e-catalogues which provide a seamless experience across showrooms and online platforms.

The company has built and continues to focus on improving its centralized digital infrastructure, from inventory tracking to customer management which has made its front and back end robust and user-friendly, enabling the brand to offer elevated and faster service to its customers.

The phygital approach helps Senco extend its reach to geographies beyond where it has company-operated and franchisee showrooms. Sen is successfully strategizing and increasing the company business through digital platforms and leveraging its manufacturing capability on the creation of an asset-light sales channel. The company continuously invests in technology with a view to complementing its physical showroom presence with its digital presence.

Courtesy: Retail Jeweller India