By Invitation
How seasonal discounts are decisive factors in increasing Jewellery sales
By Shivaram A
Festivals and auspicious occasions are intricately woven into the tapestry of Indian culture and the Indian jewellery trade. Every second month comes up a festival or auspicious occasion and with it comes a downpour of discounts and deals. The Indian customer is ready to lap up the discount offers like milk and honey! So, like other retail businesses, the jewellery retail industry too, depends on seasonal offers and discounts to increase the sales.
Why do seasonal discounts and offers matter?
● The Indian calendar is dotted with festivals and occasions every month. Such festivities are normally associated with jewellery purchase to augur good fortune to the family. To attract customers, offering special festival discounts have become the norm.
● During festivals like Diwali or Pongal, the government employees get their bonus which is a bulk amount used often for investment in gold. To lure the customers to invest heavily in gold purchase, higher discounts are offered.
● Certain auspicious days like Dhanteras or Akshaya Tritiya are specifically linked with gold purchase as families buy gold on these days and worship God with gold coins.
● Occasions like Valentine’s Day, Father’s Day and Mother’s Day are being highlighted recently to push sales further with special offers.
● Certain festivals like Varalakshmi Pooja, Karva Chauth or Vijayadashami have become occasions for women to buy new jewellery. With gold being such a high-priced commodity, frequent purchases are not easy for an average customer. Thus, the only option for a retailer is to offer such discounts and offers during festivals to boost sales.
How to boost jewellery sales using seasonal discounts and offers
- Read your customers Assess the footfall of customers during festive seasons. This
may vary from one shop to another shop in another location depending onthe type of customers you cater to- For example. middleclass customers find it convenient to purchase gold during Diwali, New Year or Akshaya Tritiya. For theaffluent, every day is an occasion.
● The locality your store is in- If your store is located in a North Indian niche, you can expect customers during Dhanteras. In a South Indian locality, Akshaya Tritiya, Onam, Uganda, Pongal, Diwali or Dussehra are the best for buying gold. In a Muslim dominated area, sales are bound to shoot only during weddings. Christians normally purchase gold for their engagements and weddings or during Christmas. Make a list of the days or occasions where you had maximum sales. Some festivals may attract crowds to your store but how many actually bought and why? Analyse.
How seasonal discounts are decisive factors in increasing Jewellery sales
1. Offer a seasonal discount only if it is worth it.
During a festival, every jeweller in town is offering a discount and the competition is intense. Do not just join the competition blindly and offer heavy discounts. Instead, evaluate whether giving a discount of this size has worked for you earlier. If not, you can test-market by offering this discount moderately for a few days and judge the outcome. Offer a seasonal discount only if you think it is worth the trouble. or if you are desperate to liquidate stock.
2. Be different in your discounts
10% off on making charges, zero wastage- all this has become common phrases during festive time. Try something different.
● Tanishq offered a 20% discount on making charges with an additional 5% with State Bank debit and credit cards
● GRT offered silver items free for the weight of gold etc.
● PC Jewellers has cleverly coined its discount deal as “20% off on diamond jewellery” and “20% off on making charges of gold jewellery”. Here the 20% looms large and draws the customer to the store.
● Durga Jewellers of Bangalore goes a step further with its ‘Buy 1, get 2 ” offer on Solitaire jewellery.
3. Make an impact with the discount offer
Evolve print or social media campaigns based on this discountoffer and spread the word around. Intimate your customers of this offer by email, SMS, voice call, WhatsApp or FB messages. Make sure that your discounts make an impact on the customer and draw her to your store. Kamdhenu Jewellers of Chennai has marketed this ad across Facebook and received good response.
4. Special discounts as a mark of loyalty or regular purchase.
Discount depends on your discretion. Turn it into a favourable asset. Yes, it is possible if you offer discounts to
● Loyal customers who have been purchasing jewellery from you for ages, from generation to generation.
● Customers who have brought in many referrals through friends and relatives.
● Frequent shoppers who make small but regular purchases. This not only enhances your customer loyalty but also assures of more purchases in the future years.
The How, When and Why of discounts
It is not just the discount that matters. It is the How, When and Why that matter.
1. How– How do you present your discount? A 20% off on diamond jewellery sounds lame but a Celerio car or an LCD TV sounds huge. The price of both may be equal but, to the customer, yes, the physical representation as a car has great bearing like in this ad.
2. When -When to offer the discount? Offer discounts when your competitors are not even close. Make a difference in the timing of the discount to render it exclusive.
3. Why –Why are you offering the discount? Convey the reason for the discount to the customer- as a
● Festive gift
● Profit-sharing measure
● Mark of the customer’s loyalty.
This will increase the respect and trust among your regular customers. Dishing out discounts, anyone can do. But offering well thought out discounts is the key to successful jewellery retailing.
By Invitation
Professional Guidelines for Training Jewellery Retail Sales Staff
By Shivaram A, Founder – Retail Gurukul
Selling jewellery requires a distinct approach from other retail sectors. Customers in this environment anticipate a higher level of service and expertise than they might expect at a grocery or clothing store. To achieve success, staff must possess specialized skills tailored to jewellery sales. The following guide outlines key training principles for jewellery sales associates, complemented by practical examples for each area.
1. Appearance
• All employees should maintain impeccable grooming and attire.
• Example: Associates arrive in pressed shirts and polished shoes daily.
• Where possible, provide uniforms; otherwise, ensure personal clothing is clean, ironed, and understated.
• Example: Staff without uniforms wear plain, well-ironed garments, avoiding prominent logos.
• Hair must be neatly styled and footwear kept clean for all staff members.
• Example: Management conducts pre-shift checks to confirm proper grooming standards.
• Dress codes apply universally, including to security personnel.
• Example: Security staff participate in regular dress code reviews and grooming inspections.
2. Attitude
• Encourage staff to display consistent friendliness and positivity throughout the workday.
• Example: Every customer is welcomed with a genuine smile and warm greeting.
• Staff should maintain courteous engagement, even if customers do not reciprocate.
• Example: In cases where a customer appears upset, the associate still offers a friendly introduction and assistance.
• Staff are expected to compartmentalize personal issues during shifts, remaining constructive and solution-oriented.
• Example: Employees adopt a focused mindset before starting their shift to prioritise exemplary customer service.
3. Communication
• Employees must uphold polite, respectful dialogue at all times.
• Example: Use courteous phrases such as “May I assist you, Sir?” or “Thank you, Madam” consistently.
• Appropriate titles or respectful terms in local languages should be used when addressing clientele.
• Example: “Good afternoon, Sir. Is there something special you are searching for today?”
• Professional etiquette should permeate every interaction.
• Example: Regularly incorporating “please” and “thank you” in conversations.
• Indifference must be strictly avoided.
• Example: If an employee is occupied, they acknowledge waiting customers with assurances of prompt attention.
• Multilingual abilities are advantageous in serving a diverse customer base.
• Example: Staff transition to Hindi when necessary to make customers feel comfortable.
• Demonstrate extra patience and care with elderly patrons.
• Example: Spend time clearly outlining details for older customers who may require additional support.
• Engage children hospitably so adults can shop undistracted.
• Example: Offer small toys or converse briefly with children while adults browse.
• Ensure equal treatment for all visitors, irrespective of appearance or attire.
• Example: Give consistent attention to both casually and formally dressed customers.
4. Hospitality
• Begin interactions by welcoming guests and offering seating.
• Example: “Please have a seat while I present our newest collection.”
• Provide complimentary refreshments as a hospitality gesture.
• Example: Serve water or tea to customers as they view products.
• All team members should be prepared to assist customers, regardless of primary responsibilities.
• Example: If the primary salesperson is occupied, another employee steps in seamlessly.
• Owners should occasionally interact directly with clients to lead by example.
• Example: The owner personally thanks loyal customers for their continued patronage.
• Always offer proactive and attentive service.
• Example: Assist customers with carrying purchases or parking arrangements when needed.
5. Product Knowledge
• Deliver thorough training to ensure staff are knowledgeable about inventory.
• Example: Monthly training sessions update employees on new designs and materials.
• Define clear guidelines regarding which product details and certifications to share.
• Example: Staff are informed about certifications relevant to gold purity inquiries.
• Team members should confidently describe product features, fabrication methods, and distinctive qualities.
• Example: Discuss differences between handcrafted pieces and machine-made jewellery.
• Educating customers is integral to the sales role.
• Example: Clearly explain gemstone properties or style benefits to interested shoppers.
• Counter personnel must answer queries knowledgeably or direct customers to appropriate experts.
• Example: Junior associates promptly consult senior colleagues when complex questions arise.
• New hires should discreetly seek supervisory guidance rather than stating uncertainty.• Example: “Let me verify that information with my manager to provide you with an accurate response.”
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