A multi-location jewellery business looks like one company from the outside. Operationally, each showroom was running its own pricing strategy with no coordination — and the consequences were compounding daily.
- 5 locations, 5 separate Shopify POS stores — each updated manually and independently. Gold rate applied 2 hours earlier at one showroom was still active at another, creating inter-location pricing inconsistency that customers could exploit by calling ahead to different stores.
- Dubai required AED pricing; India locations used INR — but the exchange rate came from a WhatsApp group. Staff used FX rates that were 2–6 hours stale, causing systematic margin errors on the Dubai store. On days of INR/AED volatility, every Dubai sale was priced on yesterday's conversion.
- Each location had different markup rules with no system to enforce them. Dubai carried an 8% higher making charge; the Jaipur showroom had a seasonal 5% festive surcharge. Both were applied from memory by store managers — inconsistently, and with no audit trail.
- GST treatment was inconsistent across the India–Dubai boundary. GST at 3% applies to gold jewellery at Indian locations but not in Dubai — but the base price calculation treated all locations identically, causing persistent tax-inclusive vs. tax-exclusive pricing errors on the India stores.
- No audit trail — price disputes were unresolvable. If a pricing discrepancy caused a customer dispute across locations, there was no way to reconstruct what rate was applied, when, and at which showroom. Every dispute became a trust problem, not just a pricing problem.