You will get ‘fix-ated’ on this one


Seeking some loyalty benefits etched in gold and gems? This loyalty programme designed by Baba Jewellers Legacy, Karol Bagh, New Delhi is a tempting one!

A second-generation jeweller, Sunny Sindwani has thoughtfully substituted bargaining with loyalty cards. The card category determines the discount a client gets. Let’s find out how unique is the U in his newly devised USP?

Baba Jewellers in Pitampura, New Delhi, has been around for almost a quarter-century but the new store is exclusively based on a fixed-price model to tackle all the swirls of speculation formed in people’s minds during the process of jewellery buying.

The idea was triggered by the general tendency of buyers to think that the prices are inflated and therefore negotiable. Sometimes, even after getting a discount, the buyer might question how much more could she have got! The post –purchase anxiety can be painful to say the least. The fixed price policy ensures that customers, new and old, are treated impartially when it comes to paying the making charge.

And what if you are a first-time buyer? Well he or she too gets a loyalty card — even if it is a one-shot buy.

Initially, Silver cards are given to any customer who buys diamond jewellery from Baba Jewellers and crosses a certain threshold figure in total purchase value. Based on the purchase history, upgrades happen to gold, diamond or platinum cards. The discount per card is based on the number of grams and carats purchased.

Isn’t this more gratifying than a bargain that you are always suspicious of.


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