The Sunlight jewelry chain is developing its own dating service. It will launch in March on the Sunlight Play platform. The company intends to attract new customers in the declining jewelry market.
The name of the service has not yet been chosen, according to its capabilities, it will represent a mixture of the functions of Tinder and TikTok, company representatives told Vedomosti.
The functionality of the application includes a catalog, a support service and Play – an analogue of short video services where videos about makeup and fitness alternate with video reviews of customers promoting the brand. The company does not plan direct mail.
The platform cost Sunlight 120 million rubles, which included the salaries of Sunlight Play developers, and not just the dating service.
Analysts considered the development cost too high. Mikhail Burmistrov, CEO of Infoline Analytics, estimated it at 40-50 million rubles, and Denis Kuskov, director of Telecom Daily, at 10-15 million rubles for creating an application with an integrated dating service.
Denis Kuskov suggested that given the prevalence of girls in the audience of the Sunlight app, the development of the dating service may face the problem of “audience bias”. “It’s hard to run a dating service when one is 80% and the other is 20%,” he added. In his opinion, the service can work specifically to promote the Sunlight brand.
In 2020, the FAS filed a case against Sunlight for reports of spam and liquidation. The company’s website reported all stores closing and selling “for next to nothing.”
Author:
karina pardaeva
Source: RB
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