How Candere is Enhancing Customers Experience with Its JewelTech Platform

Buying jewelry is invariably the craze among women of all age groups. When it is clubbed with technology and delivered at the doorstep, the experience enhances manifold. Rupesh Jain-led Candere offers a similar service to customers. Candere was started with a vision to make jewelry of excellent quality and craftsmanship easily accessible to online shoppers. 

The company was initially started as an e-commerce startup and later partnered with Kalyan Jewellers in 2017. It aims to find a way to deliver happiness to customers in the form of beautiful jewelry, no matter what the obstacle is. 

With an eye for data, Jain vouches on AI-driven learning and believes it to be the future of e-commerce jewelry shopping. 

"Technology has the power to not only change the course and habits of how we think and behave but is an inevitable future for e-commerce across the globe. With the growing acceptance for online jewelry shopping, more people are shedding their inhibitions; this will soon translate into demand for higher standards in product design, user experience, the payment experience, digital marketing, content creation, and the whole gamut that occupies the digital space," Jain opined.  

Betting Big on Jeweltech 

With the use of AI and data learning, the company has not only discovered its customer base but has managed to tap into its persona and its pain points. It wants to resolve these issues and create a shopping experience with the help of jeweltech.  

“Our customers have grown with us, from being reluctant online shoppers to waking individuals who were now quite comfortable with shopping via virtual try on, inquiring through chatbots and most importantly were focused on educating themselves on the benefits of shopping online which they had not experienced so far,” Jain said. 

The company started sharing educational guides that would help customers know what they are buying, how it helps them beyond just a product, and how it provides them with value for money, etc.

“Today, our customers are as tech-savvy as we hoped for and we will continue the effort of turning the jewelry industry around into a technologically sound industry. The customer shopping trends have evolved from solely trusting brick-and-mortar stores and tangible shopping experiences to be more comfortable with online shopping for luxury products,” Jain added. 

Stressing Upon Customer Pain Points 

The company was started with a vision to make jewelry of uncompromising quality and craftsmanship easily accessible to online shoppers.  It focuses on AI-driven learnings, services, and investment features. 

Coming onto its marketing part, the online company has focused on the customers’ pain points. Each year, it comes up with novel ways to address and resolve them (pain points) whether it is a required product line, bespoke jewelry, payment options, investment options, and various advantages of shopping with the brand that makes the user journey simple and enjoyable.

“Our motive and mission have always been to resolve customer pain points. Starting with changing the mindset and building trust to providing variety in designs that not only fit their taste but also their budgets etc. However, the best pain point redressal that we have - The Double Gold Rate Protection Plan (DGRP) - the scheme is one of a kind in the market,” Jain shared.  

Keeping in mind that many people in India cannot afford to buy gold, the company launched the DGRP plan that allows them to pay at their convenience without paying any interest or processing fees.

Under this plan, a customer can book a gold rate at only 10 percent of the product value like any other gold rate protection scheme. Besides this, they can also revise your gold rate if it drops during your tenure.

In the last two years, the company reports that it has been on revising our policies, in the recent past it has reduced the timelines of return policy, re-introduced buyback, and revised lifetime exchange values and delivery timelines.

Meeting the Rising Demands 

With the rising gold rate, there has been a growing demand for lightweight jewelry. Last year, the company had developed and introduced various lightweight collections that are perfect for gifting and self-buy. Currently, the company’s major focus remains on Tier-I cities but has a growing demand for products in Tier-II cities as well. It claims to have had revenue growth of 50 percent.

After its merger with Kalyan Jewellers, it has slowly developed an omnichannel presence for the ease of shopping where customers can avail the same products online of popular Muhurat collections that are available in Kalyan Jewellers stores. Apart from this, it has recently started payment and delivery modules that have enabled customers to access and purchase products at their convenience.

What Holds for Future?

The company is constantly optimizing and developing new products based on customer feedback and daily requirements for style upgrades. It has recently forayed into platinum jewelry and currently, owns the largest catalog due to the growing demand for it.

Its plans revolve around creating an ecosystem wherein customers would not only find all kinds of jewelry but also the ease of buying with various schemes and investment options. Furthermore, it plans to improve the user journey not just till a purchase but also for their post-purchase journey.