DPA directing small and large business amid Covid-19
Recently Richa Singh, Managing Director-India, DPA replied our media questions amid Covid-19. She is focusing mitigating the disruption of Covid-19 & also directing small & large players of our Industry & Trade. Let’s move to Q & A:
1. What role has DPA performed during this pandemic Covid-19?
In order to show our support to the trade community we have introduced campaigns in various markets worldwide. These initiatives will be focused on skill building, keeping the trade engaged and encouraging consumers to support local jewellers. Its goal is to minimise the damage and disruption caused by Covid-19 by directing small and large business owners to relevant resources, the focus being on e-learning resources and trade-specific opportunities.
This is the ideal time for our trade partners and their employees to invest in up skilling and we have our online training platforms to support this.
2. What is the lesson for diamond business from Covid-19?
With the world juggling the current Covid pandemic, times are tough for the industry. It’s difficult at this time to have consumers thinking of jewellery. But as consumers stay in isolation, what we can do is remind them of better times to come.
Our attempt is to stay relevant by creating content with the right mix of emotion and education. The digital medium is the most powerful tool we have at our disposal today. When people are stuck within the confines of their homes, they are turning more and more to technology to keep themselves abreast of the happenings around the world connect with their loved ones and keep their minds engaged. We are leveraging our social media platforms to keep alive the interest and desire for natural diamonds.
3. being a marketing player, tell readers,
How to re-start business post Covid-19?
Our consumers are getting time to reconnect with their loved ones and appreciate nature like never before, and this will definitely create a greater respect for all things natural. And as consumers begin socializing and wanting to symbolise their affection for each other, we hope that they gravitate towards natural diamonds:
1: So the focus, as always, should be on consumers. We have to closely monitor how consumers make purchase decisions and what their new needs and wants are going to be. We predict that there will be a drastic shift going forward. Hence keeping a constant track of these trends is critical to increase demand in the sector.
2: Consumer behaviour is going to change and we need to adapt to it. We need to be open to adopting new ways of doing business and evolve to start using digital channels to connect with consumers. That is the only way we can stay relevant in this new world.
3: Upgrading our skill set is vital to the ever-changing environment. We need to spend time reading up, increasing our knowledge base and investing in e-learning to keep up with the changing time. At present it is important that organizations take this time to invest in training and up skilling their employees.
4: Trade and business managers need to learn flexibility and become innovative in order to match consumer expectations and we need to keep both our product and communication relevant in the current scenario
