Buying jewellery has traditionally been a ‘hands on’ experience. Not any more though. In keeping with changing times, BlueStone, a leading name in the direct-to-consumer jewellery segment, is using analytics and AI to strike a balance between online and offline platforms for an integrated experience, says CEO Gaurav Singh Kushwaha.
Launched in 2011, the jewellery brand offers a line-up of contemporary lifestyle diamond, gold, silver, platinum, gemstone and pearl fine jewellery tailored to various occasions, and across price points. Backed by funding from marquee investors such as top global VC firm Accel, Nikhil Kamath, InfoEdge Ventures, Kalaari Capital and Hero Enterprises, it does so through its app and website while also providing offline experiences at stores.
“We feel it is essential to strike a balance between the online and offline channels, ensuring that each complements the other effectively,” Kushwaha, who is also chairperson of the company, told PTI.
Technology capabilities are at the heart of the omnichannel approach for the digitally-native company. Data insights and predictive analytics and AI play a crucial role in facilitating agility in operations, enhancing efficiency and ensuring customer satisfaction, according to Kushwaha.
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