The jeweller’s campaign, running up to August 14, aims to attract first-time visitors to its stores by way of a walk-in initiative through which women can win gold and silver Rakhis with absolutely no compulsion to purchase any products
Nashik: With Raksha Bandhan approaching, New Shriniwas Jewellers has launched a unique walk-in campaign across its three stores in Nashik, with an aim to attract first-time visitors and create lasting customer relationships. The campaign has set out to foster trust in the brand, through a no-strings-attached activity that gives women a chance to win gold and silver Rakhis with absolutely no compulsion to purchase any products. The campaign runs from July 24 to August 14, and has a target of 5,000 walk-ins per store.
As part of the campaign, any woman can visit the store, take a guided tour, leave a Google review, and draw a Rakhi from a large pool of over 3,500 pieces, out of which 500 are made of silver and 50 of gold. There is no purchase or payment linked to the activity, and it is the person’s luck that will determine what kind of Rakhi she picks up.
“We want to break the hesitation many customers have about entering a large-format jewellery showroom,” says Mohit Chopda, Director, New Shriniwas Jewellers. “This activity gives them a reason to walk in, look around and engage without any pressure to buy or spend.”
The idea, initially proposed by a store manager at one of the company’s branches, has already shown results. Within a day of launch, first-time visitors at the brand’s Dindori store participated in the draw and three customers signed up for the brand’s monthly gold savings scheme.
Commenting on the campaign, Chopda adds, “It’s not a commercial activity. It’s about making people comfortable with who we are and how we work. If that leads to repeat visits or purchases, that’s a bonus.”
The campaign is being promoted through organic channels. The store staff record videos of actual winners and share them via WhatsApp broadcasts and customer networks. Local outreach in residential societies is also part of the plan.
“Rakhi is not a high-volume gold buying occasion, but it allows us to connect with new audiences,” explains Chopda. “Today, women are gifting gold and silver to their brothers too. We are seeing those shifts, and this campaign helps us tap into them.”
Established in 1986 at Pimpalgaon Baswant in Nashik, New Shriniwas Jewellers now operates three stores across the district, steadily expanding its reach through customer-focused initiatives like the Rakhi draw.
Written by Achal Chaubey
Retail Jeweller India Exclusive
