Driving finger-falls to footfalls: Aurum Bazaar’s innovative solution to a digital marketplace

The digital space is a multi-headed dragon that needs to be tamed to drive sales in the jewellery sector. Aurum Bazaar’s digital offering aims to make it all a little easy for jewellers looking for the right customers online

The gem and jewellery industry in the Middle East was up for a surprise at the Retail Jeweller World Dubai Forum 2021 on April 77, 2021. A presentation by a partner that showed them the path to the future, amalgamating the physical and the digital in one marketing solution made many sit up and take notice.

Aurum Bazaar, which is essentially a platform that connects consumers to jewellers in sync with the products that they were looking for, presented their offerings to the industry leaders present at the forum in a short and compact presentation. Harshil Shah, the founder of Aurum Bazaar – The Jewellery Discovery Platform, came on stage to present his fledgling company that is looking to disrupt the jewellery sector in the Middle East in a talk titled, “How a tech-driven jewellery discovery platform will drive finger-falls to footfalls in a jewellery store in Middle East”.

Aurum means “gold” in Latin and Bazaar basically translates to a marketplace or souk. True to its name, the company is a digital marketplace for jewellers and customers. It helps customers discover jewellery and jewellers they like. It also helps jewellers identify target consumers. “People go to a store and experience jewellery. I can’t give them that, but what I can expertly do is connect them with jewellers by showing them products that they might like. We can help a customer connect to jewellers through our own portal or they can always be redirected to their website and get in touch through direct messaging. This drives digital footfall, and a jeweller ends up closing a deal,” said Shah.

The entrepreneur shared very interesting numbers to bring the importance of the digital platform into perspective. “In the last month, 450,000 people googled “jewellery in Dubai”, looking for jewellers like you. How close are you to getting those people on board? A discovery always happens online and then people go to the store. The barrier is breaking between the digital and physical. The customer has broken the barrier. On Mother’s Day, for example, there were about 12,000 customers looking for jewellery, a huge statistic. This is the audience that you want directed at you, and that is exactly where we come in,” he explained.

Aurum Bazaar does not say that all you need to do is go digital. Digital marketing must be augmented with traditional marketing. With your newspaper ads and hoardings, jewellers are not always sure if the customers have been impacted or if they are coming to you. With digital, it is different. You can customise the experience for an individual customer. “Let’s picture a household where each member is looking for a different kind of jewellery piece on different social media platforms. You can easily reach them with that kind of jewellery. This is a hundred times better and more effective than all the money you may be spending on traditional advertisements,” said Shah.

Aurum Bazaar specializes in creating a marketing strategy for jewellers and creates a common forum for all components of a jewellery operation to come together and function as an integrated whole.  

Courtesy: Retail Jeweller World News