Promoting in a unique way by Baijnath Ramkishore Jewellers

During Diwali, Lucknow-based Baijnath Ramkishore Jewellers ran a scratch card contest in the supermarket owned by Baijnath Group. During the contest which ran from 3-14 November, the customers buying groceries from the supermarket got an assured gold and silver coin from Baijnath Ramkishore Jewellers. As per the contest, the customers had to visit the store of Baijnath Ramkishore Jewellers and show the scratch card to the sales executive. The staff member, in turn, enters the unique number of the scratch card and after matching the physical copy with the records, the coin was given to the customer.

Giving more details, Pradeep Agarwal, CEO, Baijnath Ramkishore Jewellers said, “The main motive behind the contest was to move a percentage of the customers visiting the supermarket to our jewellery store. The supermarket generally witnesses a big footfall as close to 200-300 customers visit the store daily which is quite high as compared to any other type of store, so the strategy to target the supermarket customers was a well thought off.”

Out of the 1000 scratch cards on offer, 650 cards were availed by the customers. In the initial days of the offer, customers buying grocery worth more than Rs 1500 used to get a scratch card, however, after witnessing huge chaos on the supermarket as well as on the jewellery store, the amount was increased to Rs 2500. The offer was also changed a bit in the middle where the jeweller decided to give two scratch cards on the purchase of Rs 5000 and above.

According to Pradeep, the offer was a win-win situation for Baijnath Group as it promoted both the jewellery brand and supermarket through a single campaign. The Baijnath Ramkishore Jewellers also used the opportunity to showcase the latest festive collection to the visiting customers.

“The conversion rate was satisfactory as almost 15-20% of customers bought jewellery and many customers also bought silver artefacts. Out of the total customers who bought jewellery, almost 80-90% bought small ticket items in gold jewellery and close to 5% bought small ticket items in diamond jewellery. We have got around 70% new customers through the offer which was a huge success for us.

In order to promote the campaign, Baijnath Ramkishore Jewellers tied up with a popular local salon where the jeweller distributed scratch cards to the salon customers on the purchase of Rs 5000 from the salon.

Courtesy: Retail Jeweller India News Service