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“Receiving an instant message is better for them as it takes seconds to respond.” Alongside Whats App, Revilla uses Apple’s i Message and regular SMS messaging to stay in touch with his customers - but Whats App, unlike i Message, works on Android devices too. “In the past 12 months, we’ve gained more than 320 hours by using instant messaging, which is worth at least £80,000 in revenue.” However, Revilla warns against using Whats App to “cold call” prospects.
“That would be invasive, not to mention downright annoying,” he says.
“Whats App wasn’t something we planned to use,” he says. Now every design consultant has Whats App on their work phone.” Rare Pink offers online consultations to customers who are looking for unique rings.
For business owners, there are are a few other important points to note about the service.
Rare Pink sends videos like these through Whatsapp to showcase its diamonds Rare Pink, which has offices in New York and Hong Kong, is expected to turn over £1m this year, but Piriankov also works with a wholesale diamond business that made a £250,000 sale through social messaging.
“Chinese customers often prefer the privacy and ease of their local service, We Chat,” he says.
But sharing images, blog posts, and engaging with customers (without going for the hard sell) is deemed above board.
Nickolay Piriankov, co-founder of bespoke diamond ring maker Rare Pink, uses the app to build rapport with his customers.