Iconic gives back to jewellery retailers

Posted August 23, 2011 | By Aaron Weinman

Iconic Jewellery is set to launch its brands online in an attempt to bridge the gap between conventional and online sales.

The new initiative from Iconic will see its in-house team incorporating an internet retailing scheme that will return a profit achieved from online sales to the customers’ nearest retailer.

In order to reap the rewards from online sales a retailer needs to secure its postcode with Iconic, ensuring sales margins from the area will be distributed to that store.

Iconic director, Bella Kennedy, believes there is a grey area between the online and conventional retail world which needs to be explored.

“Today many consumers are buying jewellery online with the proceeds going to the brand and not the retailer,” Kennedy said.

Under the new Iconics business model, when an online consumer makes their purchase, a pop-up window appears letting them know where the nearest stockist is located. Simultaneously, an email will be sent to the purchaser’s nearest retailer advising the retailer what the consumer purchased.

Kennedy believes this system will decrease the workload without being detrimental to sales. “By performing this electronic commerce for our stockists, all retailers need to do is enable a link via its webpage, without the staff needing to spend time away from the sales floor,” Kennedy said.

At a time when consumers are increasingly shopping online, Iconic understands the importance of incorporating electronic commerce into everyday business.

“We firmly believe that distributors and wholesalers need to start supporting jewellery retailers because if the stores don’t succeed, we as suppliers won’t succeed either,” Kennedy said.

Iconic is launching the new service at this weekend’s International Jewellery Fair.

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