Stepping into the world of e-commerce

A case analysis from gems and jewellery industry

How Joyalukkas established a successful online presence with cmercury omnichannel platform.

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CLIENT PORTFOLIO

Joyalukkas, a leading jewellery group, renowned for its award-winning range of gold, silver and precious stones collections is a global jewellery brand to reckon with. With more than 160 retail outlets in over 14 countries, Joyalukkas enjoys the patronage of millions of customers across the globe.

THE OBJECTIVES

The gems and jewellery industry contributes to a remarkable share of the global economy. With the emergence of e-commerce and increased spending power, more and more people are buying online.

Joyalukkas wanted to leverage this opportunity and tap into the potential of a cohesive online digital marketing strategy.

After competitive evaluation of a handful of leading marketing automation platforms, Joyalukkas signed up with cmercury to achieve the following goals:

  • Start online marketing and leverage marketing opportunities online.
  • Establish online marketing channels from scratch and provide seamless user experience.
  • Drive online conversions and revenue.

THE CHALLENGES

In any industry vertical, building trust among customers is of utmost importance. Owing to factors like purity, nurturing trust is all the more critical in the jewellery industry.

Building an online marketing workflow from scratch while standing apart from competitors involved many challenges.

The primary challenges faced by Joyalukkas included:

  • Centralizing and recording marketing information in a unified source.
  • Lack of a master marketing database to analyse user behavior.

THE SOLUTIONS

As a customer-centric brand, Joyalukkas envisioned to make the multi-channel online customer experience seamless.

After analyzing the requirements and challenges, team cmercury arrived at a digital marketing strategy for Joyalukkas based on an omnichannel marketing approach.

THE RESULTS

  • 3 to 4 million e-commerce revenue per month.
  • 1.7 million website visitors per month.
  • Email opens touched new industry highs – 17 %.
  • High email sending reputation.

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