JWA 2021 Jewellery Industry Best Practices

More recently, this Honouree has embarked on a digital transformation. “Our customers have learned to use their favourite apps to meet a variety of needs. As a result, traditional promotions and messaging no longer worked. To adapt, we needed to position ourselves as a data-driven jewellerycompany in terms ofmanagement and operations,” adds Sun. This led to significant investments on artificial intelligence and other tools that would turn MCLON into an omnichannel business. With the help of Alibaba, the company established supply chain management (SCM), customer relationship management (CRM), distribution resource planning (DRP) and point of sales (POS) systems. SEAMLESS EXPERIENCE MCLON embraced global marketing solutions. It went to TikTok, Xiaohongshu, Dazhongdianping and WeChat, among other social media platforms, to communicate with its customers. With the help of intelligent membership data from its CRM system, viewers from these channels are then led to online stores like Tmall, Vipshop, Jingdong and Alipay, which have also been synchronised with physical outlets that would work to complete the transactions. Altogether, these provide a seamless, end-to-end shopping experience for its customers. “We also use a business intelligencemanagement system that generates comprehensive reports on sales and other aspects of the business. This helps us determine what items to include in our inventory or how to save on costs by streamlining manpower where possible,” says Sun. When the pandemic hit, the management team launched new strategies that would not only help move products but safeguard the tenure and safety of staff. Health protocols and social distancing measures were also implemented quickly to avoid transmission within the workplace. These innovations helped MCLON solidify its position in the market. In addition to being publicly listed and increasing its sales, the company can now handle up to 20,000 orders daily instead of the previous 1,000. Shipment period has gone down to two to three days instead of four to five. Customer satisfaction ratings are above 99 percent. Despite all these gains, MCLON is not resting on its laurels. “We still have new goals to reach, such as taking the lead as an online national brand and establishing 1,000 offline stores in the next three years,” reveals Sun. 1. Modern interiors of MCLON’s flagship store 2. Songhe Sun, Chairman of MCLON Jewellery Co Ltd 3. Holiday Collection 4. MCLON staff training in 2020 3 2 4