The jewelry industry, which is experiencing a slowdown in consumer demand amid the pandemic, would need digital strategies for its growth after the COVID-19 crisis, according to a report from the World Gold Council. The report notes that while the online gold market is still in its infancy in India, social and digital activities play a key role in the buying journey.
“In urban India, consumers are browsing online / mobile pre-purchase apps and using online blogs and social media for ideas and inspiration. Mobile applications / wallets play a key role in the growth of Internet Investment Gold, ”he said.
COVID-19 urged retailers in India to reassess their business model and implement an improved digital strategy, according to the report on the online gold market in India, adding that successful retailers adopt an omnichannel strategy to drive online sales.
“There is a real opportunity for growth in the online gold market in India if you can improve the end-to-end gold jewelry buying journey and thereby establish the ‘loyalty cycle’. market growth after COVID-19, the industry needs digital strategies to ensure that gold jewelry reaches more consumers at the review stage of their buying journey and reaches them more frequently ”.
The WGC report noted that the COVID-19 outbreak and the consequent closure of stores in March caused jewelry sales to collapse.
With the stores closing, retailers, such as major jewelry brands, launched various incentives and offers in April, including prize opportunities, gold rate discounts, gold certificates of ownership or gold coupons, and the exchange of gold coins for jewelry via e-commerce websites during Akshaya Tritiya.
“Yet online sales volumes haven’t approached the same time frame in 2019. COVID-19 has forced jewelry retailers to reconsider their business model and implement digital as a core strategy “says the report.
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