Skills – 5

Name of Student: Radhika Hossale

PRN: 2000201042
School/ Programme – BBA Retail Management (SEM – 4)
Subject Name and Code: Retail Information Systems (RETL403)

Title – Digital strategy of Joyalukkas – Leveraging different technologies to provide a

seamless, continuous consumer experience across touchpoints

Skill/Competencies to be acquired – Understanding the use of various technologies used by

retailers today to enhance shopping experience by using various technologies like Data
analytics, AI and deep learning

Duration – 3 hours

1. What is the Purpose of this Activity?

Answer – Learning the importance and utility of various digital tools and technologies for
creation for engaging shopping experience

2. Steps Performed in the activity –

STEP 1: Discussion on importance and application of various digital tools and

technologies STEP 2: Detailed discussion on how Joyalukkas is leveraging these
technologies

STEP 3: How Joyalukkas has forged partnerships and collaborations to offer omni-channel
shopping experience (for instance, collaborating with IBM Global Business Services)

3. What Resources /Material/Equipment’s/tools did you use for this activity?

Answer – Live examples, videos and images of retail stores, and articles/blogs published in
various media etc.
4. What Skills did you acquire?

Answer – Developing the understanding about how the cloud native architecture ensuring
scalability and agility and its integration with existing applications like ERP, CRM, inventory
Skill no 5 Digital strategy of Joyalukkas –
Leveraging different technologies to provide a
seamless, continuous consumer experience
across touchpoints.

INTRODUCTION OF JOYALUKKAS & IBM

COLLABORATION:

• IBM on March 10th 2021 announced that Joyalukkas, India’s

leading jewellery retailer, is collaborating with IBM Global
Business Services (GBS) to design, develop and deploy a
new cloud native e-commerce platform across 11 countries
including India, UAE, USA, UK, Singapore, Malaysia, Bahrain,
Ǫatar, Saudi Arabia, Kuwait and Oman.

• IBM has developed a highly flexible and secure cloud enabled

e commerce platform for Joyalukkas, built on Adobe’s
Magento Commerce.

• The company has also engaged with IBM iX, the business
design arm of IBM GBS, to develop a clear roadmap for their
digital journey. By leveraging a design thinking
methodology, Joyalukkas was able to define the core
objective of its new digital strategy as well as identify and
narrow down its target audience which includes millennials
and gold investors.
1. Digital and customer experience:

• Kamal Singhani, Country Managing Partner, IBM Services,

India/South Asia, said that currently, companies in all
industries, especially the gems and jewellery sector, operate in
an experience-first world. “It is crucial to not just have an
online presence but have a comprehensive strategy that has
digital and customer experience as pillars built on a strong
foundation of technology like cloud and AI,” he added.

• “Through this collaboration, we are proud to help Joyalukkas

deliver an elevated and engaging digital experience for
customers while simultaneously enabling significant cost
savings through streamlined market expansion and
considerable operational time savings through automated
inventory creation process.”

2. Flexible, secure and efficient:

• Joyalukkas was looking for a technology-driven solution that

would enhance efficiencies, drive growth and boost
resilience and adaptability to enable it to navigate the
constantly evolving nature of the business from handling
 daily price fluctuations of precious metals and gemstones to
drawing insights from shopping patterns.

• Built on Adobe's Magento Commerce, IBM has created what it

terms a "very versatile and secure cloud enabled e-
commerce platform." The company has also worked with IBM
iX, the business design arm of IBM Global Business
Services, to create a clear roadmap for Joyalukkas
Jewellery's digital journey.

• Joyalukkas was able to establish the fundamental purpose of

its new digital strategy, as well as identify and narrow its
target group, which comprises millennials and gold
investors, by employing a design thinking process.

3. Mobile friendly experience:

• All the insights will enable Joyalukkas to ensure a

uniquely personalised country-specific experience for
customers. The new platform has been developed as
Progressive Web Apps which deliver a mobile native
experience for customers providing them familiarity and
ease of use as they browse their mobile devices.

• With the cloud native architecture ensuring scalability and

agility, it also integrates existing applications like ERP, CRM,
inventory management system and others. It will also
enable Joyalukkas to automate order and inventory
management across their own site as well as on multiple
online marketplaces where its merchandise is sold, thus
bringing in efficiency across channels.

• These capabilities will be fulfilled by leveraging a host of

application plug-ins from the Magento Marketplace to
 enable additional features using cloud-based APIs. IBM
further custom-built a unique product configurator that
will enable Joyalukkas to automate creation of stock
keeping units (SKUs) for easier inventory management
across multiple marketplaces.

4. Best possible partner:

• Joyalukkas, CMD, said that his company wanted the best

possible partner to reimagine its e-commerce platform. “Our
brick-and mortar stores are spread across many countries;
however, a strong online presence will help us extend our
reach to every nook and corner of the world. This initiative
will further help us to fulfil our vision of ‘Ornamenting the
World’.”

• John Paul Alukkas, Managing Director-International

Operations, Joyalukkas Group, said that the company’s
ambition is to provide a seamless, continuous consumer
experience across any device or location a customer wishes
to shop from. “To meet the extremely competitive retail
environment and constantly evolving customer demands,
omni-channel retailing is a must and at Joyalukkas our
mission is to offer the best-in-class omni-channel shopping
experience to our valued customers.”