I.

Introduction

II. Characteristics Of the PNJ Company And DOJI

2.1 PNJ

Customer Portrait: PNJ's customers are primarily young individuals aged between
20 and 35, belonging to the mid-to-high-end market segment. This group not only
has strong financial capacity but also possesses high aesthetic taste, favoring
sophistication in design. They are dynamic, modern individuals seeking jewelry that
expresses their personality while providing a luxurious and classy look.

PNJ’s customer base is segmented into mid and high-end categories, with different
product lines targeting specific customer groups (Brandvietnam, 2024).

CAO Fine Jewellery Line: Targeting successful entrepreneurs aged between 30

and 45, with high incomes and a preference for premium, exquisitely designed, and
classy jewelry. This line features finely crafted, unique designs, produced in limited
quantities to maintain its exclusive value.

PNJ Gold: Aimed at women aged between 25 and 45. These customers typically
have above-average incomes and spending habits.

PNJ Silver: Targeting young customers aged between 15 and 25, this group is
enthusiastic about fashion accessories and likes to make a personal statement with
their style.

Organization context and values proposition

With the cultural preference for gold as a dowry and the speculation on gold bars in Vietnam, the potential
of the jewelry market is enormous. However, most companies in this sector are state-owned enterprises
with a passive business strategy, focusing on trading gold bars as a form of secured asset. Gold bars are
products that are simply manufactured, requiring little effort, so the profit margin for this product is very
thin, only 0.1%. Pursuing a different vision, the leadership of PNJ, led by Mrs. Cao Thị Ngọc Dung,
recognized the need to invest significant creativity, skill, and sophistication into their products to create
added value and achieve higher profit margins. As a result, the company focused on the jewelry sector
with a profit margin of over 10%. In early 2011, while domestic jewelry consumption continued to
decline, and gold bar sales grew by 33% compared to 2010 – reaching a record 90.6 tons – PNJ remained
patient and continued to follow its own path. The company made a pivotal decision by investing 100
billion VND to build the largest jewelry manufacturing facility in Vietnam, anticipating the trend of
modern jewelry (PNJ, 2024).

Necklace- MODARA Ring- MODARA Earring- MODARA

337,220,000₫ 71,587,000₫ 102,119,000₫

18K Gold Pendant with CZ Stone 18K Gold Ring with CZ Stone 18K Gold Earrings with CZ
PNJ PNJ Stones PNJ
10,697,000 VND 13,374,000 VND 9,806,450 VND
 PNJSilver Silver Necklace with PNJSilver silver ring with stone Earrings PNJSilver
Stones 511,000 VND
995,000 VND 311.000 VND

PNJ's success today is the result of a long-term and sustainable development process, built on the
foundation of Trust and Style. These philosophies are not only imbued by all employees but also serve as
a guideline for all company activities, creating standards in implementation and decision-making for the
entire PNJ team.

Vision: To become Asia's leading company in jewelry making and retailing beauty products, reaching out
to the world.

Mission: PNJ is constantly innovating to bring exquisite products with real value to honor the beauty of
people and life.

Core Values: Integrity for longevity, Consistently sticking to goals, Caring for mutual development,
Devotion to customers, and Pioneering to make a difference.

2.2 DOJI

Customer Portrait: DOJI's customer portrait is segmented by age to optimize the

shopping experience. The 18-25 age group enjoys trendy, youthful jewelry at
affordable prices to express their personality. For the 26-40 age group, DOJI focuses
on mid- to high-end product lines with sophisticated designs that serve both
personal needs and gifting. The group aged 41 and above prefers high-end jewelry
as a long-term investment, prioritizing quality and brand prestige. This
segmentation allows DOJI to easily meet the diverse needs of its customers.

Organization Context and Values Proposition

DOJI Gold, Silver, and Gemstone Group, originally known as TTD Technology and
Trade Development Company, was established on July 28, 1994. In the 1990s, TTD
was a pioneer in the deep exploitation of gemstones, cutting and polishing, and
exporting gemstones to the international market, a field that was quite new in
Vietnam at the time. TTD became the first company to introduce Vietnam's Ruby
Star Ruby - VSR to the international market. Since then, the company has been
hailed as the "king of star rubies," positioning Vietnam as a bright spot on the global
gemstone map. DOJI, founded in 1994, is one of the largest gold, silver, and
gemstone enterprises in Vietnam. To strengthen its presence, in 2007, DOJI opened
Ruby Plaza in Hanoi – the first high-end jewelry center in Vietnam. In 2009, it
officially transformed into a group with a Parent-Subsidiary company model. After
more than 25 years of development, DOJI now owns nearly 200 stores and more
than 400 agents nationwide, while also expanding into real estate and finance,
notably acquiring the Diamond World Company during the Covid-19 crisis. With a
charter capital of 6,000 billion VND and total assets of 15,000 billion VND, DOJI is
currently in the Top 5 largest private enterprises in Vietnam, maintaining a leading
position in the gold, silver, and gemstone industry while continuously expanding
internationally.

14k diamond ring DOJI 18k white gold DOJI 14k white gold
50,616,000₫ pendant with diamond diamond earrings
56,890,000₫ 11,810,000₫
24K gold strap with 24K gold earrings with 24K gold bracelet with
peridot stone DOJI peridot stone DOJI peridot stone DOJI
609,900,000 VND 45,300,000 VND 124,800,000 VND

14k white gold 14K white gold 14K white gold earrings
women's pendant with women's ring with with citrine stones DOJI
Doji citrine stone citrine stone DOJI 8,510,000 VND
6,970,000 VND 6,860,000 VND

Mission: Towards people and for people with top quality products and
services in production, business and corporate management, for social
prosperity, personal values and the quintessence of life.

Vision: Continuously expand production and business and develop

sustainably to become a leading Group in Vietnam and the region in the
fields of Gold, Silver, Gems, Jewelry as well as other fields. Real Estate,
Investment, Trade and Services.
Core values: Integrity - Brightness - Harmony - Wisdom - Humanity

III. INTRODUCTION TO CONSUMER DECISION-MAKING PROCESS

The consumer decision-making process is a series of steps an individual goes

through to make a purchase (Oluwatoni, 2024). This process consists of five stages
namely Problem Recognition, Information Search, Evaluate Alternatives, Purchase
Decision, Postpurchase Evaluation

3.1 Problem Recognition

The first stage in the customer shopping process is awareness, where users begin to experience
difficulties or a lack of foundation and seek solutions. In this stage, customer needs are often not
clearly defined but gradually increase in significance. The shopping need is usually clearly
identified by students, who distinguish between their current state and their desired state. This
need may be triggered by both internal and external factors. When internal factors are at play,
personal needs quickly transform into desires that need to be met. Additionally, needs can arise
from external factors such as specific issues, environmental influences, or advertising activities
(Brandvietnam, 2022). Problem identification is the first step in the consumer decision-making
process, acting as a catalyst that drives them to search for solutions. Once aware of the problem,
consumers begin to explore options and gather information about products or services that may
meet their needs. This is a crucial step that lays the foundation for the next stages, such as
information search, option comparison, purchase decision, and post-purchase evaluation. By
clearly identifying the problem, consumers can make informed decisions that align with their
personal needs and preferences.

In the awareness journey, PNJ has enhanced customer awareness by emphasizing quality,
reputation, and creativity in each product. PNJ ranked 3rd in the Top 10 reputable retail
companies in 2022 and was honored as the "Gold Brand" in 2021. PNJ proudly stands as the
only jewelry company in Vietnam recognized in the Top 3 Leading Jewelry Retailers in Asia.
Furthermore, the brand continually innovates to introduce unique jewelry collections that keep
up with trends and have high aesthetic value. PNJ also invests in digital marketing channels and
social media to create an integrated brand experience, helping customers not only learn about the
products but also understand the spiritual value and craftsmanship behind each design. Notably,
the brand integrates cultural elements and the value of true love in many products, positioning
PNJ not just as a jewelry brand but as a symbol of culture and national spirit, thereby creating
strong recognition and connection with customers.

Additionally, to enhance customer awareness, DOJI has emphasized its credibility as it ranked
among the Top 10 Most Creative and Efficient Enterprises of 2023 in the Retail sector and has
been recognized as a National Brand by the Ministry of Industry and Trade for 12 consecutive
years (from 2010 to 2022). Besides, DOJI has developed various communication strategies and
effective marketing campaigns, focusing on building a premium and reputable brand image.
DOJI places a strong emphasis on introducing jewelry products that combine spiritual value,
alongside promoting the brand’s elite and luxurious values, ensuring its credibility in the eyes of
customers.

3.2 Information Search

After recognizing their need, customers begin to search for product information through four
main source groups: personal, commercial, public, and experiential sources. Each of these
information sources plays a different role in the consumer's purchasing decision process.
Commercial sources, primarily controlled by marketers, help customers understand the origin
and features of the product. Meanwhile, personal sources are more about reference and
evaluation, often used by customers to learn more about a product from others' experiences.
Consumers gather information to better understand brands and their pros/cons. Then, they will
categorize the options into an awareness set, narrowing down the choices to a consideration set.
Finally, through the information search process, customers make a final decision based on the
brands in the choice set. The search for information can be internal (recalling past experiences)
or external (searching through sources like friends' advice, advertisements, or product reviews).
This allows consumers to evaluate the options in detail and decide on the product that best meets
their needs (BrandVietNam, 2022).

During the information search step, both PNJ and DOJI attract users to seek information based
on their strong brands and reputation for quality communication. With a widespread presence
across various media channels, from websites and social media to online stores, PNJ and DOJI
facilitate easy access for customers to learn about the latest collections and products. In the
process of searching for information to make a purchase decision at PNJ or DOJI, customers
often refer to multiple sources for a comprehensive and reliable perspective. First, they visit
PNJ's official website to study product details, pricing, and current promotions, while also
learning about warranty policies and customer services. Next, social media is a place where
customers check reviews and comments from previous users, helping them understand the
quality of products and the brand's interaction with customers. In addition to official sources,
they also seek opinions from friends and family—those who have previously experienced the
product—helping to build confidence in their decision. Finally, visiting physical stores allows
customers to experience the product firsthand and receive detailed advice from staff. By
synthesizing information from these various sources, customers gather all the necessary details to
make a purchasing decision that aligns with their needs and expectations.

3.3 Alternatives Evaluation

In the purchasing decision process, the evaluation of alternatives is an essential step, where
customers compare products or services based on criteria such as price, quality, brand reputation,
and the ability to meet personal needs. The goal of this stage is to help consumers narrow down
their choices, ensuring that the final decision aligns with their personal expectations and
minimizing uncertainty. According to Reid and Bojanic (2009), in this stage, consumers consider
the importance of each attribute in the product-service bundle to determine the optimal choice.
Retailers often leverage factors in the marketing mix strategy to highlight competitive
advantages, attract, and retain customers. These variables in the marketing mix are adjustable,
requiring careful management to align with the needs of the target customer group (Kumar,
2010).

During the evaluation of alternatives, customers will assess and compare PNJ with other jewelry
brands based on several key factors. First, they will focus on product quality and brand
reputation, examining durability, materials, and craftsmanship, while also seeking feedback from
previous customers to see whether PNJ has responded positively. Next, they compare the variety
and design styles of collections to see if PNJ offers fashionable designs that fit their personal
tastes. Price is also an important factor, as customers compare PNJ’s pricing with that of other
brands to ensure it fits their budget. In addition, PNJ's warranty policy and after-sales services
will be carefully considered because a long-term warranty and attentive customer service will
help customers feel more confident when selecting a product. Finally, they will look at feedback
from customers on social media and trusted review sites to ensure that the actual experiences of
other customers with PNJ are positive. Through these factors, customers will make their final
decision on the jewelry brand that best suits their needs and desires.

Therefore, for PNJ, DOJI offers many differences and uniqueness in the evaluation of
alternatives, which makes the brand stand out. DOJI is known for its high-end products,
particularly diamond, 24K gold, and gemstone jewelry, which stand out in terms of quality and
brand reputation. In addition, DOJI is also recognized for its creative and unique designs that
appeal to customers seeking individuality and differentiation, whereas PNJ focuses on elegant
and accessible jewelry designs. DOJI also offers attractive promotions and discounts, along with
added services such as free jewelry inspection and maintenance, creating a unique value
proposition. Moreover, DOJI pays attention to the luxury shopping experience with upscale store
environments and dedicated customer service, while also providing high-quality warranty and
repair services, along with personalized product services to help customers feel a deeper
connection with the brand. These elements help DOJI attract customers looking for uniqueness
and distinction among their jewelry choices.

3.4 Purchase Decision

The purchase decision stage is the fourth step in the consumer decision-making process, where
they have developed a preference for a brand and intend to purchase products from that brand.
However, factors such as previous shopping experiences, return policies, store environment, and
the urgency of the purchase can influence the retailer choice. Sometimes, consumers may delay
their purchase if the need is not urgent or the product is not compelling enough (Lake, 2009).
Additionally, opinions from others, such as friends, family, or colleagues, can lead consumers to
change their decision, especially when the feedback is somewhat negative. Unexpected factors,
such as changes in financial situation, mood, or time constraints, can also cause the buyer to
pause or cancel their decision (BrandVietNam, 2022).

In the luxury industry, the purchase decision process is often slow, as consumers typically need
time to carefully consider before purchasing a valuable and long-lasting product. Consumers
choose PNJ due to the brand's reputation and long history, which provides confidence in product
quality. PNJ guarantees quality with stringent material and craftsmanship standards, allowing
customers to trust in the long-term value of their jewelry. Additionally, PNJ offers a wide range
of designs, from elegant to modern, catering to the diverse needs of customers. The long-term
warranty policy and excellent after-sales service also provide peace of mind when selecting PNJ
products. Attractive promotions and discounts at PNJ create added value, making customers feel
that their purchase decision is more reasonable and cost-effective.

Customers choose DOJI for the combination of quality, unique designs, and premium services.
DOJI attracts customers with several unique factors, accelerating the purchase decision for those
seeking luxury and exclusivity. Customers may choose DOJI because of the brand's prominence
in the high-end jewelry industry. DOJI specializes in diamond, 24K gold, and gemstone jewelry,
offering customers exceptional quality and distinctive, luxurious designs. The brand also focuses
on creating collections with special designs, perfect for those who want to express their unique
personality and style. Furthermore, DOJI provides premium services such as free jewelry
inspection and maintenance, along with clear warranty policies, which provide customers with
peace of mind.

3.5 Post-purchase Evaluation

In the post-purchase stage, customers evaluate their satisfaction with a product or service based
on the difference between their initial expectations and actual experience. According to Kotler
(1991), if the product meets expectations, consumers will be satisfied; otherwise, they will feel
disappointed. Post-purchase evaluation not only allows customers to validate their decision but
also provides crucial feedback for brands to improve their products and customer experience.
This perception can affect future purchase decisions and spread through word of mouth or social
media, creating a feedback loop essential for businesses to refine and grow.

In the final step of the purchase decision journey, the Post-purchase Evaluation, PNJ customers
often give positive reviews, reflecting their satisfaction with both the products and services the
brand provides. PNJ always emphasizes maintaining long-term relationships with customers
through diverse and convenient after-sales programs. After a purchase, customers can enjoy
support services such as style consulting, returns, and jewelry repurchasing. A standout program
is the 48-hour return policy, allowing customers to reconsider their decision. PNJ also offers
jewelry repurchase services at reasonable prices, depending on the condition and type of product.
Additionally, the brand provides lifetime jewelry cleaning services, free warranty for polishing
and stone replacement, as well as other technical maintenance services. With customer support
channels through Zalo, a free hotline, and an official Facebook page, PNJ is always ready to
answer questions and ensure a convenient and professional shopping experience for customers.

DOJI offers warranty and return policies to ensure consumer rights and the company's credibility.
For jewelry made of 18K gold, including wedding rings and other pieces, DOJI guarantees the
quality of the gold, offering free services like ultrasonic cleaning, polishing, lifetime gilding, and
free engraving of names or patterns. Customers also receive free or fee-based repair and resizing
services depending on the product condition. For 24K gold jewelry, customers enjoy free
warranty for technical defects and product refurbishment. However, the warranty does not cover
stones set in the product. Additionally, DOJI provides clear repurchase and exchange policies
with defined rates. Products must be intact and accompanied by full certification documents. The
exchange policy is free within 48 hours for unused products, provided they meet packaging and
invoice conditions.

IV. WHY MARKETERS NEED TO MAP A PATH?

Building a customer journey map is an important step for marketers because it provides insights
into the customer lifecycle and the connections between different departments within the
company. When the customer journey map is accurately built, it helps various departments
within the organization understand each step in the customer’s journey, from awareness to
purchase decision, including pain points and areas needing improvement. This helps optimize
marketing strategies and ensures that campaigns are implemented effectively and cohesively.
Furthermore, creating a journey map helps marketers target the right potential customers, thereby
increasing conversion rates and generating higher-quality customers. The journey map also helps
identify customer behavior patterns, including signs that customers may switch to competitors,
enabling marketers to develop strategies to reduce churn rate. In short, mapping the path not only
helps marketers understand customer needs and behaviors better but also optimizes marketing
strategies, minimizes risks, and enhances business performance (John Abbasi, 2023).

Pre-purchase Stage: The pre-purchase stage is a critical factor for businesses as it provides
valuable insights into how customers identify their needs and make informed decisions.
Activities during this stage include problem identification, information gathering, and evaluating
options, which help businesses understand the customer decision-making process. By grasping
these processes, companies can adjust their marketing strategies to effectively attract potential
customers. Focusing on the pre-purchase stage allows businesses to identify consumer needs
early on and position their service as a viable solution through targeted advertising and content
marketing, helping to increase customer traffic and improve campaign effectiveness. In
particular, during this stage, customers begin to become aware of the product or service. Building
a customer journey map helps businesses identify key touchpoints, such as online ads, articles,
videos, and social media campaigns, enabling them to deliver appropriate messages to capture
attention and generate interest from potential customers. By understanding this awareness
process, businesses can implement accurate engagement strategies, maximize effectiveness, and
minimize advertising costs.

Purchase Stage: When customers are ready to make a purchase decision, mapping the customer
journey helps marketers understand the factors influencing the decision-making process,
including product value, clear and accessible information, as well as attractive offers. At this
point, optimizing the shopping experience becomes crucial, helping to create a convenient
checkout process and minimize complexity. Clearly understanding this journey helps improve
conversion rates and encourages customers to complete the transaction, while also increasing the
likelihood of them returning in the future. Businesses need to understand and apply reasonable
pricing strategies, effective product placement, and appealing promotional programs to drive
purchase decisions. By optimizing touchpoints during the purchase stage, marketers can enhance
conversion rates and improve revenue, while also optimizing the sales process to align with
customer expectations and reduce any barriers in the shopping experience.

Post-Purchase Stage: The post-purchase stage is a crucial part of the consumer decision-making
journey, providing valuable insights into customer satisfaction and loyalty. Understanding this
stage helps businesses assess whether their products or services meet customer expectations and
can directly impact future shopping behavior. A positive post-purchase experience can drive
customer retention, create opportunities for repurchase, and build long-term brand advocacy. On
the other hand, if the post-purchase experience is negative, customers may leave poor reviews
and lose trust in the brand. Therefore, understanding and addressing post-purchase behavior is
essential for building long-term relationships and fostering loyalty. Strategies such as loyalty
programs, offers for future purchases, or professional customer service can enhance satisfaction
and strengthen loyalty, while also creating opportunities for sustainable growth from existing
customers. Mapping the customer journey after purchase helps identify key touchpoints, such as
customer support and handling complaints, to optimize relationships and encourage customers to
return.

Conclusion: Throughout the customer journey — before purchase, during purchase, and after
purchase — these are key factors that help businesses attract customers, increase conversion
rates, and maintain loyalty. From identifying needs, optimizing the shopping experience, to post-
purchase care, each stage contributes to building long-term relationships with customers,
enhancing satisfaction, and driving the sustainable growth of the business.

V. HOW MARKETERS UNDERSTAND THE CONSUMER DECISION-MAKING

PROCESS FOR A RANGE OF PRODUCTS AND SERVICES FROM DIFFERENT
ORGANISATIONS

To improve effectiveness in understanding the complex behavior of consumers, businesses need

to apply various methods to comprehend how customers make decisions. Market research and
understanding the needs and preferences of different customer segments are crucial in guiding
marketing strategies and driving business success. A deep understanding of the customer
decision-making process enables marketers to develop appropriate strategies, optimize outreach
efforts, and persuade customers more effectively.

5.1 market research

Market research methods focusing on consumer behavior and needs are essential for
understanding the processes individuals or groups use when choosing, buying, using, or
discarding products, services, ideas, and experiences to meet their needs and desires. According
to the American Marketing Association, consumer behavior is a continuous interaction between
influences and perceptions, behavior, and environmental factors. Paying particular attention to
consumer behavior research helps understand consumer motivations and market trends, which
allows businesses to offer products and services that align with actual needs, capture business
opportunities, and optimize future strategies.

Consumer behavior research plays a crucial role in helping businesses understand customer
psychology, decision-making, and factors influencing purchasing actions. Especially in a highly
competitive market where needs continuously evolve, researching customer behavior provides
significant advantages. First, this research allows businesses to personalize the customer
experience, optimize marketing strategies, and segment customers based on specific needs and
preferences. This not only improves satisfaction levels but also enhances customer retention.
Secondly, understanding consumer behavior helps businesses build and optimize marketing
campaigns, ensuring they target the right audience at the right time and increase conversion rates.
Finally, consumer behavior research enables businesses to identify potential customers, ensuring
product-market fit and contributing to sustainable profitability.

However, market research methods face several challenges both internally and externally. One
internal challenge is clearly defining the research problem, as businesses may set unrealistic or
misaligned objectives, complicating the research process. Additionally, choosing the appropriate
sampling method affects the quality of the research, as incorrect sampling can lead to skewed
survey results. Moreover, human resources play a critical role; a lack of skilled and sufficient
personnel can hinder the timely completion of research. Externally, market research faces issues
like data security concerns, which may cause participants to refuse providing personal
information. Accessing survey participants, especially in urban areas, can also be challenging,
and the accuracy of collected information may be affected by reluctance to share truthful
responses or improper questioning by interviewers. Technical errors during interviews, such as
issues with software or mobile devices, should also be addressed to avoid mistakes in data
collection and processing.

5.2 Using data analytics

The use of data analysis in marketing goes beyond simply collecting and processing information;
it involves understanding customer insights, including demographics, preferences, behaviors,
pain points, and desires. From this understanding, marketers can craft targeted messages, develop
effective marketing strategies, and set clear objectives.

Data-driven marketing plays a crucial role in optimizing future market strategies and enhancing
business performance. Data enables businesses to accurately segment their customer base,
allowing them to create campaigns tailored to specific target groups, minimizing costs, and
maximizing resource efficiency. By gathering and analyzing data from channels such as
websites, CRM systems, social media, and email marketing, businesses can gain a deeper
understanding of customer behaviors and preferences. Data analysis also helps businesses assess
the effectiveness of campaigns through key performance indicators (KPIs), which guide strategic
decisions, predict market trends, and optimize marketing budgets. This approach not only
improves immediate results but also ensures long-term sustainable competitiveness.

However, there are some drawbacks to using data in marketing that should be considered. First,
collecting and analyzing data can be costly, especially when it involves complex analytical tools
and specialized staff. Additionally, data collection may raise security and privacy concerns if data
protection regulations are not strictly followed. Moreover, excessive reliance on data analysis
might lead to a focus on easily measurable metrics while overlooking less quantifiable yet
equally important factors, such as customer emotions and relationships. Finally, without the right
analytical strategy, data use can drive businesses to chase short-term trends, missing out on long-
term strategic vision.

Both data analysis and customer segmentation are vital methods for optimizing marketing
strategies. While data analysis helps businesses understand customer behaviors and trends,
improving campaign effectiveness, it requires substantial costs and resources. Customer
segmentation, on the other hand, ensures that businesses target the right audience, but if not
regularly updated, it may lose its effectiveness. Combining both methods allows businesses to
build more accurate and effective marketing strategies.

VI. DESIGN A CUSTOMER EXPERIENCE STRATEGY

Pre-Purchase Stage: Building Awareness and Stimulating Demand

In the pre-purchase stage, before customers decide to buy a product, PNJ needs to build a strong
strategy to increase brand awareness and stimulate demand through various communication
channels. On the PNJ website, it is crucial to optimize the interface for easy browsing, allowing
customers to easily find and experience the jewelry collections with detailed product information
and blog posts about jewelry trends. Furthermore, SEO and content marketing strategies are
essential to enhance PNJ's online presence, including blog articles on how to choose jewelry,
stories about the origin of products, and videos showcasing the design process. On social media
platforms like Facebook, Instagram, and TikTok, PNJ should post engaging images and videos of
new collections and use hashtag campaigns to boost interaction. Additionally, live streams and
promotional videos will help PNJ attract customers, create connections, and encourage shopping.
Email marketing is another important tool to send information about promotions and product
updates, providing a personalized experience for each customer. Traditional advertising
campaigns such as billboards and TV ads will also help PNJ make a lasting impression on
customers, arousing curiosity and the desire to own products from the brand.

In-Purchase Stage: Creating a Seamless and Satisfying Shopping Experience

Once customers have decided to visit the store, PNJ must ensure that the in-store shopping
experience is pleasant and satisfying. The store should be designed luxuriously, with spacious
areas and products displayed clearly and easily accessible. The sales team must be well-trained in
product knowledge and communication skills to provide professional advice and help customers
find jewelry that suits their needs and personal style. On-site services such as trying on jewelry
and free gift wrapping will enhance the experience, making customers feel valued. Additionally,
PNJ must ensure that the online shopping experience through the website and mobile app is
smooth and convenient. The website and app interfaces should be user-friendly, enabling
customers to search for products easily, add them to the cart, and make payments online
conveniently. Online promotions such as discounts or gifts for online purchases will also
encourage customers to finalize their buying decisions. Moreover, offering online consultations
via chat or video call will help customers resolve any product inquiries and receive prompt
assistance.

Post-Purchase Stage: Maintaining Relationships and Creating Long-Term Value

After the purchase is complete, PNJ must continue to maintain relationships and build customer
loyalty through after-sales services. Email marketing can be used to send thank-you notes to
customers, inquire about their satisfaction, and request feedback on the product. Additionally,
PNJ can conduct customer surveys to better understand their needs and improve services.
Implementing a loyalty program is an effective way to retain customers, offering special deals,
membership cards, or points for every purchase. On social media, PNJ can encourage customers
to share product images, participate in photo or video contests, and engage in activities related to
PNJ products to increase interaction and connection. Providing warranty services for products
purchased from PNJ is also a crucial factor, helping customers feel confident and trust the quality
of the products. Finally, PNJ should continue to offer after-sales services such as free or
discounted maintenance and repairs, allowing customers to maintain the shine and durability of
their jewelry over time. All of these strategies will help PNJ create a seamless customer
experience and build long-term customer loyalty.

VII. CONCLUSION

VIII. REFERENCES

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