The initiative offered the brand insights into how customers respond to big-format rewards linked to jewellery purchase
Pune: CS Jewels recently concluded its festive campaign with a mega draw that awarded a customer a 2 BHK flat as the grand prize. The activity, which ran across all the brand’s 19 stores, aimed to increase footfalls at a time when gold prices were rising and customer hesitation around discretionary purchases was visible. The brand structured the campaign around weekly lucky draws and a final mega draw, creating sustained engagement throughout the season.
Explaining the decision behind the unusual grand prize, Siddharth Shah, Director, CS Jewels, said the idea came from response to an earlier campaign. “During our Ch. Sambhaji nagar store launch, we had a 1 BHK flat as the mega prize, which attracted a lot of customers. So, this time we arranged a 2 BHK flat, that also in Pune, as the mega prize,” Shah said. According to him, the intent was to offer a prize that customers would find useful and valuable.
Participation in the initiative was based on a simple structure. Customers received one coupon for the mega draw for every purchase worth Rs 50,000. These coupons were collected in drop boxes at each store, and the final winner was selected from the combined entries across all 19 locations. “The response remained strong across the campaign period,” Shah said.
The draws resulted in wider store activity, with customers returning multiple times to earn coupons and increase their chances at winning the big prize. Shah noted that many customers increased their purchase value to secure more coupons as the draw date approached, leading to a visible rise in store participation. The weekly lucky draws also helped in keeping customers connected to the brand.
For CS Jewels, this initiative has offered insights into evolving consumer expectations. Shah said customers now look for experiential factors that go beyond the purchase itself. “The customer mindset is changing nowadays. Customers really value a good experience while shopping. Giveaways, gifts, some add-ons are appreciated by customers, so we are also continuously analysing their mindset and adapting to the latest market and customer trends,” he said.
With the mega draw acting as a strong engagement driver, the initiative has allowed CS Jewels to reinforce its relationship with customers across its network and better understand how purchase-linked participation can influence store behaviour in the long term.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. In December 2023, the company adopted a new logo and rebranded as CS Jewels. Today, it operates 19 stores located across Maharashtra and Karnataka.
Written by Achal Chaubey
Retail Jeweller India Exclusive
