Jeweller - November 2023

Digital Tool Belt| TECH FEATURE
QUICK GUIDE TO
Artificial Intelligence
After making a dramatic entrance to mainstream
popularity late last year, artificial intelligence has
taken the retail sector by storm, leaving many
scrambling to keep up.
Put simply, artificial intelligence (AI) leverages
computers and machines to mimic the problemsolving
and decision-making functions of the
human mind.
‘ChatGPT’ is an AI-powered language model
developed by OpenAI, which became a household
name in 2022 as a rapidly expanding number of users
found unique and creative ways to utilise the program.
Among those users were a number of retail
businesses that utilised the program for everything
from virtual shopping assistant services and
automated customer service to writing copy for
products.
The sweeping popularity of this emerging AI program
generated discussion about the impact of similar
programs on the global economy.
According to research from Goldman Sachs, as tools
using natural language processing infiltrate their
way into businesses, they could drive a $US7 trillion
increase in global GDP and improve productivity by
1.5 per cent over the next 10 years.
Where can Artifical Intelligence help retailers?
4 Automated inventory management
4 CRM - Customer Relation Management
4 Customised design programs
4 E-commerce
4 Email marketing automation
4 Retail store staff management
4 Sales analysis
4 Trends forecasting
4 Diamond grading software
4 Guided product discovery for customers
4 Automated copywriting for products
It all comes down to decision making
When considering the benefits AI services may have
for your business, it’s important to understand that
offering faster and improved decision-making is
central to each program.
The AI of today might be impressive; however, it isn’t
magic. These programs don’t have the ability to make
imaginative or creative decisions.
It’s in the analysis of data that AI discovers patterns
and, in varying ways, is able to help businesses
improve their operations.
With that said, where is your business most likely to
benefit from the implementation of AI programs?
Both 2D and 3D models of the jeweller’s design are available
for inspection before final approval.
With the 3D model, retailers can rotate the piece and zoom in
and out to ensure the design is correct.
“It’s all about ease of access for the customers,” Farago says.
“When we first began the project, we studied logistics
companies where everything is tracked to see what we could
learn. Many jewellers are still used to doing everything with
little yellow envelopes in pigeon holes.
“We used logistics as our motivation for making it work
quickly and efficiently. Our customers log into their account
whenever they need to, and it tells them exactly where the
job is.”
Turn the clock back
One of the most common complaints among jewellers is a
lack of time while juggling various responsibilities.
To address this issue, it’s essential to ‘streamline’ tasks
within a single system where possible. An avenue for this is a
customer relationship management (CRM) system.
Alox CRM was founded by Marion van der Krogt and is
designed for independent jewellery business owners.
Retailers can use Alox CRM to track customer
communications across social media, live chat, email and
SMS, compiling all relevant information and communication
history in a customer profile.
The program also allows you to automate and personalise
your email marketing campaigns, so you don’t have to spend
hours manually creating and sending emails.
Templates, suggested content and pre-built workflows are
all offered to help jewellers attract more customers and
increase repeat sales by working smarter, not harder.
“Our aim is to help jewellers save time by automating many
of their marketing, sales, and customer service tasks,” van
der Krogt reveals.
“Our program frees up jewellers to focus on tasks they like
doing best, working on the business or spending the time
doing something else entirely.”
CHRIS HILL
LST Group
“There’s never been a
more opportune moment
to make a strategic
investment in both you and
your business by embracing
the power of software”
MARION VAN DER KROGT
Alox CRM
“Our program frees up
jewellers to focus on
tasks they like doing best,
working on the business or
spending the time doing
something else entirely.”
BEN FARAGO
Rapid Casting
“We used logistics as our
motivation for making it
work quickly and efficiently.
Our customers log into their
account whenever they need
to, and it tells them exactly
where the job is.”
The program is a ‘turnkey’ solution, meaning that it is a
complete CRM system that includes everything jewellers
need to get started.
“Other providers give you the tools and wish you the best,
whereas we offer the complete process and set-up. The
program is also cloud-based, so jewellers and their staff can
access it from anywhere with an internet connection,” she
continues.
“On top of that, Alox CRM provides a variety of resources to
ensure jewellers continue to successfully leverage the system
in their business, including a comprehensive knowledge
base, video tutorials, monthly masterclasses and a private
24/7 support channel.”
Like many other digital tools mentioned in this story, Alox
CRM is consistently updated and refined. Next year, the
company plans to expand the features and functionality
tailored to jewellers’ needs.
This includes introducing a new ‘voting tool’ to collect
users’ requests, upvotes, and feedback to inform our future
development.
There will also be a new mobile app that makes it even easier
for users to access the system when away from their store.
Everything under the sun
There’s a tendency among retailers to acknowledge the
importance of the internet while failing to embrace the
extensive range of opportunities it presents entirely.
Most jewellery businesses have a website, and some offer an
e-commerce alternative to shopping online. That’s usually
where the story ends for most retailers!
With that said, there’s so much more to be offered online if
you’re willing to think outside the box.
An example of one business that has shown itself to be
willing to experiment in this regard is Stuller, which offers an
expansive range of products and services for jewellers.
There’s everything from trend reports to diamond cutting,
CAD/CAM services, imprinting, and customisation programs
to guide the manufacturing of bespoke jewellery and analysis
of the latest trends.
November 2023 | 51