Malabar Gold and Diamonds


Personalised e-shopping from MGD


Putting its experience in dealing with evolving consumer habits to use, Malabar Gold and Diamonds has come up with a highly responsive new business model. The Smart Buy and Customize features available at www.shopmgd.com offer customers access to out-of-production as well as personalised pieces — at a small discount.

 

The Smart Buy & Customize option gives us the flexibility to not stock these items, and we pass the benefit to the customer in the form of a discount,”

M P Ahammed, chairman, Malabar Group

 

“Women no longer want to adorn themselves with the traditional styles and designs of a bygone era,” explains M P Ahammed, chairman, Malabar Group. “They are more informed and do a lot of research before they make a purchase decision. Jewellery designs are changing very fast and designs worn by celebrities play a key role in influencing taste.” Using Customize, customers can upload their own designs or tweak those on the website.


When a customer picks Smart Buy, she gets a piece that is manufactured on request, not a ready-to-ship unit. The feature is available for all types of jewellery, whether gold, diamond or platinum. “This gives us the flexibility to not stock these items, and we pass the benefit to the customer in the form of a discount,” says Ahammed. International shipping is available. Sales and order value have grown at 20 per cent since these new features debuted, and a fifth of MGD’s e-sales is credited to them.
For jewellery purchased through Smart Buy and Customize, the 14 days return policy does not apply. If a customer is dissatisfied with the finished product, she can exchange at a retail store and online via the company’s buyback or exchange policy.


This innovation in jewellery ecommerce particularly targets buyers who are willing to make advanced purchases and are flexible about the delivery date.

Anushri Mondal