Why curating in-store events is key

In order to stay competitive, retailers these days have to up-level their relationships with their customers, and think of innovative ways to do so. This is all the more so in the field of jewellery retail, which is markedly different from other forms of retail. Holding in-store events might just be what the doctor ordered, says Suneeta Kaul

- Suneeta Kaul

Jewellery retailing is not just about selling – it is about retailtainment. Jewellers have to create immersive experiences that stay in the minds of customers and have a positive impact on them. A practical and convenient way out is holding in-store events. Though a bit restrictive in nature, in-store events can show immediate results.

Underlining the importance of holding such events, Kailash Kabra, KK Jewels, Ahmedabad, says, “A number of jewellers are doing back-to-back exhibitions these days, and are giving catchy names to their collections. Since we are a premium store, we are more into concept exhibitions. For instance, we recently had an event for temple jewellery. Our invite, our store décor, everything was in line with such a collection.”

Tying an event held within the premises of a store to social media produces even better results. Explains Kabra, “Retailers should create a calendar of a events in a year because such events definitely increase sales. And if we throw in the social media component, it adds a lot of glamour to the event. The reach is at once much broader. Even those who cannot come to the event feel connected via social media, and the brand reach becomes far more broad-based.

“I personally do not think inviting the press to such events is a good idea. It is far better to do a blogger meet. Several stores invite celebrities to add the glamour quotient, but it can become quite expensive. Inviting celebrities, thus, depends on the budget of the retailer. We have never invited celebrities. We would rather spend that money on décor, ambience, activities, food, and so forth.”