Buy accessories and jewellery by text

Link: IDEX Online

In an already cluttered Indian jewelry market, Indian jewelry group Tara is venturing into the domestic market with an innovative marketing approach – jewelry retail via SMS.

Rather than sell through traditional retail methods, Tara is publishing a two page newspaper flyer showing images of the jewelry with SMS codes next to them. Interested customers send an SMS to the company with the code of the item they are interested in and wait for a sales representative to call them back.

Instead of simply shipping the item, a sales person will bring the purchased item to the buyer’s house, along with additional, items that and encourage the buyer to increase their purchase. The brand, Tara – Asli Heera Asli Dam, is available at prices of 1,000 to 30,000 rupees ($22 to $672).

I saw something similar in the back of a recent Sugar magazine here in the UK (when I was at the hairdressers the other day).  Smart.  I wonder how successful this is/will be?