Verma Jewellers bumps up wedding season sale by over 100% with lucky draw competition

Incentivizing prospective customers with discount coupons for jewellery purchases turned out to be a successful strategy for the brand, which also increased buying intent among a section of customers who were not staunch jewellery lovers

Solan: Diwali always offers great scope for jewellers to grab the attention of new customers. Himachal Pradesh’s Verma Jewellers aced that activity with a grand Diwali lucky draw competition, the results of which were declared on December 17 in Solan. The highlight of the competition was a chance to win prizes worth Rs 50 lakh, which/ drew in customers.

Three Honda Amaze cars were distributed to bumper prize winners of this lucky draw, apart from smartwatches, and home and kitchen appliances such as refrigerators, washing machines, LED television sets, smartphones, casseroles, and virtual assistant Alexa devices to other winners. Talking about the activity, Akshay Verma, MD, Verma Jewellers, Solan, says, “The competition started in the week before Navratri. There was a lucky draw for the three cars as the bumper prize, while other gifts could be obtained by participating in the scratch-and-win contest.”

The brand had distributed over 50,000 coupons as part of the activity. Through scratch-and-win, every participant got some benefit or the other, be it a gift or a discount on/ jewellery purchases. “This activity was done to ramp up jewellery sales during the wedding season. It was very effective as it ensured mammoth participation. All of our existing clients participated, as well as new ones. Our sales numbers went up by over 100% as compared to activities done around the same time in 2022,” claimed Verma.

Incentivizing prospective customers with discount coupons for jewellery purchases turned out to be a very successful strategy for Verma Jewellers. The brand managed to excite customers of the gadgetry industry as well and get them to participate in this lucky draw competition for free. In this way, the jeweller increased buying intent among a section of customers who were not staunch jewellery lovers. “This competition has led to advance bookings that will continue throughout January next year,” Verma concluded. 

Written by Ashwin Bose

Retail Jeweller India Exclusive