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Annoushka implements multi-pronged approach to business without bricks and mortar

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Chelsea-based jewellery brand Annoushka is working overtime in order to ensure it can still reach its global customer-base during England’s second national lockdown.

It has taken a number of measures in order to ensure that the business thrives while bricks-and-mortar retail is closed in the country.

These include the new Christmas campaign, ‘Together Under One Moon’, which the brand said will offer a “sleek” online experience as well as creating a feeling of “togetherness” among its customer base.

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It will also run a ‘Gold Week’ promotion from 20 November-1 December, with a 20% discount across all ranges.

Furthermore, in a bid to replace the usual in-person store visit experience, Annoushka has implemented a new digital consultation and extended live-chat service.

It will be run by a six-strong, all-female team from its Cadogan Gardens hub, who will service the brand’s customers live from within the store, via a “multi-channel switchboard”.

The service will run 9am-9pm, seven days a week, with the objective of recreating the in-store experience via WhatsApp, Zoom, social media, click and collect and delivery services.

Annoushka Ducas, founder of the company, said: “We know from the lockdown in spring that our team can offer a slick and attentive online experience through our website, with the support of our virtual shopping and chat function, but we’re also acutely aware that at Christmas and particularly this year, our customers want more than that—purchases are going to be personal, considered and conscious.”

She added: “When the lockdown was predicted in September/October it became really obvious that we had to think quickly and creatively and find a way of dovetailing our excellent client facing team with our e-commerce team, in a bid to provide all the touch points necessary to respond to the behaviour of customers at this strange time.

“While in the first lockdown we focussed all our efforts on digital, Christmas this year is going to be a very different affair and we want to demonstrate a dynamic and sensitive response to new consumer behaviour.”

Tags : AnnoushkaAnnoushka DucaschristmasChristmas 2020lockdown
Sam Lewis

The author Sam Lewis

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