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TRADITIONAL JEWELLERY RETAILERS
PROMOTIONAL ACTIVITIES
This section illustrates the range of promotional activities undertaken by jewellery retailers. In an
increasingly competitive market, many large retailers now undertake sophisticated promotional programmes.
There are 4 categories of promotion that are common to most retail outlets.
Carat gold prices
Display boards record the prevailing K22 and other carat gold prices per gramme or 10 g as the basis of their gold jewellery
pricing policy.
Gold jewellery displays
Great care is normally taken to show as much gold jewellery as possible. Hundreds, sometimes thousands of pieces, are
displayed on the walls and in the showcases of larger outlets.
Trained counter staff
A high level of personal service is offered. Many large retailers have 20, sometimes 100 and more, counter staff. Most are
highly experienced, or well trained, to motivate and reassure customers.
Hospitality
Most retailers, at every level, encourage their customers to view their visit as a social event. The customer normally sits
down, trays or selected pieces of jewellery are brought to the counter, transactions tend to be leisurely, and refreshments
are often offered.
Although few retailers go beyond this level of promotion, many large retailers now undertake a wide variety of promotional
programmes.
The following lists some reported activities:
Advertising
On TV, cable networks, cinema, radio, press and billboards. Large promotional banners outside showrooms are common.
Festivals and auspicious days
Promotion at the time of national and local festivals, and important auspicious days in the State’s Hindu calendar.
Innovative jewellery collections
Tailor-made displays of new collections for marriage and important family occasions and anniversaries, for festivals and
special events, and for the young.
Pricing incentives
Periods when discounts, reduced “making” charges and other incentives apply.
Promotional materials
For example, calendars drawing attention to auspicious marriage and other days, promotional leaflets, sophisticated
packaging and branded carry-bags.
Mail-shots
Advising customers of new collections and promotional events.
Travelling sales exhibitions
In suburbs, as well as in nearby cities and towns. Normally in hotels.
Community projects
For example, well-publicised support of public gardens and charitable events.
PR programmes
For example, regular media interviews and the loan of jewellery for publicity purposes.
Branding
The most conspicuous change in the attitude to promotion is represented in the scale of the refurbishment of so many
existing large showrooms during the 1990s, and the construction of new showrooms with an image that is contemporary
with the aspirations of the emerging middle class. Many retailers are conscious of the need to brand their outlets.
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AN INTRODUCTION TO THE INDIAN GOLD MARKET