Being a consumer-centric brand, endeavour is always there to cater to the needs and desires of the consumers and create initiatives to manage and gratify these expectations. There is consistent scanning of the global environment to understand the latest trends and development in jewellery designs and retailing and implement accordingly. Opening of new stores in various catchments, training of staff, choice and creation of brands are some of the initiatives undertaken to ensure the best standards at Joyalukkas.
The marketing initiatives are mostly comprised of brand building through brand centric communications conveying the experience and the joy of shopping at Joyalukkas in terms of choice, quality, service and value. Other than this, it consistently develops unique promotions and offers to keep the customers excited and create in them the need and desire to visit Joyalukkas at every given opportunity.
The brand proposition of Joyalukkas is that of a “jeweller of international stature which offers the best in terms of designs, choice, service and value”. This has been consistently maintained over the past seven years. In terms of proposition the ‘Joyalukkas’ brand is complete.
The challenges overcome
The competition keeps on chasing. The minute a Joyalukkas store is opened in a catchment, the competition follows. However, a unique experience is ensured, which the customers like and keep coming back too. The constant fluctuation of the gold prices is another challenge; consumers rightly hold on to their buying decisions when the prices are fluctuating. This affects the day to day business, but it has been overcome by creating attractive offers and packages to give the best to the customers at all times.
The flagship company of Joyalukkas touches the lives of over 10 million customers across eight countries through its 83 retail outlets. Plan for expansion is on the cards and will be duly announced.
His understanding of the retail business and his learning in this process
“‘Customer is King’– this is our mantra and learning from the years in the jewellery business. This is what makes us Joyalukkas, the ‘World’s favoruite jeweller’”.