Financial Daily from THE HINDU group of publications
Tuesday, Mar 21, 2006
Financial Daily from THE HINDU group of publications Tuesday, Mar 21, 2006 |
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Marketing
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Promotions & Offers Industry & Economy - Gems & Jewellery A day out with Kirtilals L.N. Revathy
A Kirtilal jewellery showroom,
Coimbatore , March 20 Jewellery retailer Kirtilals has embarked on a unique promotional campaign. The promoters, instead of roping in a model for easy recall (as most in the same business space do), took its customers on a tour of its manufacturing facility. And the select group, chosen from places such as Tirupur, Karur, Erode, and Coimbatore were those who had patronised the store for generations. The hosts made special arrangements to ensure that the guests' visit to the jeweller's Vispark factory under the banner `A Day with Kirtilals' would leave a lasting impression about the jewel house. "This exercise is an attempt at strengthening our relationship with our customers. They have shown their confidence in us by being loyal and we decided to reciprocate it by indulging them in the rich and exciting experience of making of the diamond jewellery and reassure our capability," says Mr K. Shantkumar, Managing Director. It was an enriching experience for most of the guests, as they traversed the gem assorting, grading, designing, model making, setting, assembling and quality control sections. Mr Shantkumar, without divulging the investment details said that the group has invested significant sums on training and in technology. "Our key strength is in designing. We have 10-15 trained designers, who travel abroad, replicate global pattern and get the customers feedback," he said. At Vispark, a technological tool is being used for evaluating the rough diamond and with the help of CAD, a rough cast of the design is made. Until three years ago, this was done manually, a company source said. The jewellery retailer is now looking to go national and global. It has established its presence in Coimbatore, Chennai, Kochi, Bangalore, Hyderabad and Vizag.
More Stories on : Promotions & Offers | Gems & Jewellery | Customer Relationship Management
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