BlueStone shifts to omni-channel, sees 80% to 90% of customers begin their brand journey online

Jewellery brand BlueStone has embraced an omni-channel expansion strategy and sees most shoppers begin their brand journey online. The brand is working on harnessing brick-and-mortar retail to build relationships and upgrading its technology. 

“Ours is probably the only channel where 80% to 90% of people start their journey online, and then they walk into our store with a shortlist, ensuring a seamless omni-channel experience,” BlueStone’s founder and CEO Gaurav Singh Kushwaha told Indian Retailer Bureau in an interview. “Our marketing is online-centric, but the omni-channel behaviour sets us apart. A vast majority of our sales come from online platforms but offline complements the online journey. Customers can experience the product in-store, ensuring a well-rounded buying experience.”
 
BlueStone has tailored its offering to the growing demand for everyday, lightweight jewellery in the Rs 50,000 price point. By doing this, the brand has connected with women buying jewellery for themselves and found a niche when in competition with legacy brands which have an established hold on the wedding market. 

The brand has recently ameliorated its technology to personalise its customer experience. New e-commerce features include an augmented reality jewellery virtual try-on service and AI based personalised suggestions. 
 
Gaurav Singh Kushwaha launched BlueStone in 2011 to mix tradition with technology, according to the brand’s website. BlueStone launched as a response to the evolving dynamics of the Indian e-commerce market to capture new consumer demographics, according to the brand.