Chang­ing Face of Re­tail

Solitaire - - EDITORIAL - Ed­i­to­rial Team Email: soli­taire@gjepcin­dia.com

Brand­ing and the art of sell­ing are equally im­por­tant as mak­ing a piece of fine jew­ellery. In or­der to at­tract mil­len­ni­als to jew­ellery, re­tail­ers are adopt­ing var­i­ous strate­gies from visual mer­chan­dis­ing and pack­ag­ing to train­ing sales staff and of­fer­ing them a holis­tic buy­ing ex­pe­ri­ence.

In our three-part Cover Story, the first sec­tion fea­tures an in­ter­view with Orra’s CEO Vi­jay Jain, who throws light on var­i­ous fac­tors that the re­tail in­dus­try should ad­dress to make them­selves rel­e­vant to the new gen­er­a­tion of buy­ers who have no shortage of choices on which to spend their sur­plus in­come.

The sec­ond part of the Cover Story is writ­ten by New York-based brand guru Dan Scott. He out­lines how brands across the globe have made pow­er­ful as­so­ci­a­tions by stick­ing to a colour – think pow­dery blue and Tif­fany – or a pe­cu­liar­ity like a red ruby hid­den in ev­ery piece that Roberto Coin de­signs.

The third sec­tion deals with the im­por­tance of ef­fec­tive re­tail sales train­ing pro­grammes. Re­tail con­sul­tant Navin Sadarangani un­der­scores the rea­sons why tech­ni­cal knowl­edge com­bined with on-the-job train­ing leads to sales growth.

In In­dus­try Insight, Vaishali Baner­jee, man­ag­ing di­rec­tor – In­dia, Plat­inum Guild In­ter­na­tional (PGI), talks about the rea­sons at­trib­uted to plat­inum’s quick growth and pop­u­lar­ity across the coun­try.

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