JGP Jewellers gets massive footfall across Maharashtra through Haldi Kumkum in-store event

Makar Sankranti is one of the biggest celebrations of the Marathi community. Celebrated in different cultures across Indi, this occasion marks the end of winter and dawn of spring. And JGP Jewellers celebrated in full gusto across its retail span in the state with the quintessential Haldi kumkum ceremony.

The celebration had the jeweller conduct an informal get-together of loyal, generations old customers and first-generation customers discovering the brand and its offerings across the state. Speaking with Sanika Pednekar, partner and marketing head, one gets to know about encouraging turnovers across Dapoli, Ratnagiri, Dombivli, and other regions where people united with their trusted jeweller. “This is one of our several campaigns designed to engage, build and sustain relationships with customers, who are everything for us,” said Pednekar.

Discerning customers have seen JGP Jewellers conduct this ceremony since the past 15 years. “It started off as a very intimate ceremony at our flagship store in Dadar. Over the years, we have had multiple touchpoints across the Konkan belt. We have seen massive repsonse there,” she said, adding that showrooms in tier-2, tier-3 cities have a customer base for whom, makar sankranti is the main event. Only customers who have previously purchased from the jeweller, were invited, and this word-of-mouth association spread fast as the brand succeeded in grabbing attention.

Compared to a normal weekend, there was a fourfold increase in footfall, with at least twice the conversion level across the same time. “This has helped us create a balancing brand imagery, wherein we cater to generations-old customers as their family jeweller, and strengthen our brand imagery before young consumers,” Pednekar added.

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