jewellery falls in a tactile category which means people prefer to touch and try on them before making a purchase. However, the idea of using technology in the distribution of jewellery is in the early stages, and there will be lots of innovative products in this space that may eventually lead to a boom in online sales. But the bottom line remains that offline and online retail go hand-in-hand. While the former boosts sales, the latter garners a new audience. Many a times customers visit stores to get a feel of the product only to purchase it online. ` Gupta says the rise of online stores has had an impact on brick-and-mortar retail stores, but the extent to which retail stores are suffering varies depending on several factors. “On one hand, the convenience and ease of online shopping have led to a decline in foot traffic to physical stores, particularly in certain categories like electronics, clothing, and home goods. In addition, the COVID-19 pandemic has accelerated the shift towards online shopping, as consumers have been hesitant to visit physical stores in person. However, brick-and-mortar stores still play an important role in the retail industry.” To conclude he is of the opinion that while traditional brick-and-mortar stores still play an important role in the retail industry, online shopping can provide an extra consumer conversion and has become an increasingly important channel for retailers to reach consumers. Hence, it wouldn’t be incorrect to say that the future belongs to omnichannel jewellers who can provide a seamless shopping experience across multiple channels. Jewellers need to gradually build their omnichannel capabilities leveraging the reach, flexibility, and scalability of online retail along with the personalized customer relationship and profitability of offline retail. 36|LUXEBOOK|MARCH 2023 Mumbai | Delhi | Chennai | Bangaluru | www.mediascope.co.in | T +91 22 68468500 Taking India to the world! Since 1979. DIGITAL | PRINT | TV | EVENTS | CONTENT | LUXURY | PUBLISHING | EXPOSITION India’s leading international media services & content creation company.
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