Companies use latest technology to reach out to customers and give business a boost.
Diamond companies in Surat using the best available technology to give shape to sparkling diamonds is hardly news. But, these companies are now jumping on the technology bandwagon even for selling diamonds, targeting clients across the globe.
From launching mobile versions of their websites, offering online assistance and other modes of communication with clients, diamond companies are leaving no stone unturned to reach out to customers.
“We have to adapt according to changing times. A business can benefit only if it reaches out to customers, and this is exactly what we are trying to do by incorporating technology in sales and marketing operations,” said Govind Dholakia, founder & chairman, Shree Ramkrishna Exports (SRK).
SRK recently launched mobile version of its website which customers can access through their mobile phones while on-the-go. It also launched a design canvas, an online application that helps customers virtually sketch diamond jewellery designs. Aagam Sanghavi, director, Sanghavi Exports, said that more and more diamond companies are using technology to enable clients to browse through their inventory online and make purchases.
“This ensures that a client can search for goods that match his exact requirement,” said Sanghavi.
According to industry experts, there are a few diamond companies in Surat for whom online B2B (business to business) sales account for half or more of their total sales.
“This is the power of technology, and we aim to avail maximum benefit out of it,” said Dholakia.
Experts say that use of technology not only helps in saving time on logistics, but is also very cost effective. “There is no need for companies to send goods abroad for the clients to inspect them.
The client can browse through the goods online and place orders. This saves a lot of time and cost,” said a diamond company official.
“The use of technology for marketing diamonds is not new, but it is gathering pace now. More and more companies, especially the bigger players, are using latest technology to boost their sales by reaching out to customers,” KK Sharma, former head, Indian Diamond Institute, said.
There are diamond companies which offer guidance to clients through round-the-clock online chats and other means of communication. Companies are also offering services such as preferred diamond selection, online search, sharing information about new goods, among others with clients using information technology.
“Considering the high-end luxury products that our industry deals in, we have to be there for the clients and customers at all times.
This is where new technologies come into the picture,” said diamond industry experts. Online sales of diamonds and jewellery in US and other key markets have been growing steadily over the last few years. Though new, the trend is also picking pace in India with increasing internet, mobile phone and credit card penetration.
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