JWA 2021 Jewellery Industry Best Practices

38 | Jewellery World Awards 2021 Chow Tai Fook Jewellery Group CATEGORY: Chow Tai Fook Jewellery Group continues to pull further ahead in the world of retail by employing creative strategies that have successfully expanded its reach offline and online. These same strategies – scaled up, magnified and fine-tuned – have served the jewellery retail giant well in the midst of the pandemic. Guided by the Dual-Force Strategy that helped establish its global network of over 5,000 stores as at 30 September 2021 and fast-growing smart retail platforms, the Group countered the market’s pandemic-driven uncertainty with a positive attitude and a razor-sharp focus on agile business practices. “With our ‘facts- over-fear’ approach, we have embraced adversity and turned it into an opportunity,” shares Alan Chan, General Manager of Branding at Chow Tai Fook. PURE BLISS To reach out to its customers in the new normal, the enterprise behind well-loved brands such as HEARTS ON FIRE, ENZO, SOINLOVE and MONOLOGUE launched a four-stage campaign. Using the CloudSales 365 smart retail application, it was able to build a stronger relationship with customers by sending messages of hope during Phase 1, “Care,” and providing them with incentives and shopping coupons by Phase 2, “Emerging from Cocoon.” “Prior to this campaign, there was a decline in group revenue. By the end of Phase 2, we recorded a sales increase of over 10 percent,” says Chan. Brand of the Year – Retail COUNTRY / REGION: HONG KONG 1 2