South India has been the biggest region for gold consumption in the country for many years now. Purchasing gold continues to be a tradition and is considered as the safest investment for people. Chennai, Coimbatore, Kochi and Thrissur together account for nearly 20 % of the annual gold demand. Jewellers are utilizing this opportunity and expanding their foothold in South by opening more showrooms and leveraging their social media presence to engage with the consumers.
At the moment only Facebook is significantly used to promote new products, to carry out festival contests and to interact with the consumers. Kalyan Jewellers – 209,000 likes, Joyalukkas – 66,000 likes and Jos Alukkas – 51,000 likes are among the largest contributors on Facebook. Even the big players are yet to explore other networking tools like Twitter, Pinterest, Instagram, Youtube, Google Plus and LinkedIN. Gehna with 30+ fans and Malabar Gold with 350+ followers are one of the few jewellers using Google Plus and LinkedIN to build a strong network of customers. Joyalukkas, GRT and Jos Alukkas upload videos (though, not frequently) in their YouTube channels to cater to their 700+ subscribers.
E-Commerce is another area that is picking up with jewelry houses and increasingly we see many showcasing and selling online. Online presence is supporting offline purchasing in a big way , with social media and digital marketing being the greater influencers on customers.