Tech enables Loyalty, Learning & commitment

Managing a loyalty programme for 1.5 million customers, capturing their post-purchase dissonance or contentment, finding out why some have left the company’s stores empty-handed — Saurabh Gadgil, MD and CEO, PNG Jewellers tells The Retail Jeweller how he has put tech on the task, with the goal of pleasing every patron.

- Manoj Chakraborty

LOYAL TO US, LOYAL TO THEM

When our loyalty programme debuted in 2014, we asked a third party to handle it for us because we didn’t have the technology and skills to implement it ourselves. In 2017, we decided to take it back. We moved the entire system in-house to cater to our customers more efficiently.

At PNG Jewellers, when a customer comes to our store and enters their mobile number, all their relevant information is displayed on screen. Based on their history with us, each customer is sorted into one of four tiers: Silver, Gold, Diamond, Platinum.

At the Silver level, a customer earns one loyalty point per Rs1,000 spent with us. A Silver-tier customer who purchases jewellery of Rs5 lakh and up is upgraded to Gold. A Gold-tier customer gets a 5 per cent discount on the making charges and four loyalty points per Rs1,000 spent.