With no minimum purchase threshold required for entry, the initiative drew 350-400 participants and converted store visits into transactions
Lucknow: Aisshpra Gems & Jewels recently introduced a lucky draw initiative alongside the launch of its new store in Lucknow, using it strategically to drive customer acquisition and increase store engagement during the opening phase.
The initiative was structured around a simple participation model. Customers making purchases of any amount at the store during the launch period were eligible to enter the draw, with entries collected through vouchers. The campaign ran for a limited duration of 15 days, aligned with the store’s opening phase. A single prize, a diamond necklace valued at approximately Rs 2.5 lakh, was awarded to one winner.
Not having a minimum purchase threshold reduced entry barriers and ensured wider participation, particularly in a competitive retail environment where multiple jewellers operate within close proximity. By linking the lucky draw to every purchase, the brand was able to convert store visits into transactions during the launch period.
Saumitra Saraf, Director, Aisshpra Gems & Jewels, said, “We run this lucky draw for every new store opening. It acts as a hook to invite customers into the store and encourages them to engage with the brand.” The initiative recorded participation from an estimated 350 to 400 customers, creating initial traction for the new location.
Saraf said the campaign helped generate walk-ins, and gave the brand an opportunity to convert those walk-ins into transactions. Thus the lucky draw became a direct customer acquisition tool, aimed at introducing the brand to new customers. For a newly opened store, this approach supported immediate visibility and engagement within the local market.
The Lucknow initiative is part of a broader rollout strategy followed by Aisshpra for new store openings whileentering new markets. Similar formats have been implemented in other locations, including Gonda, with plans to extend the model to upcoming stores such as Jaunpur. This consistency enables the brand to standardize its launch approach while adapting to different market conditions.
With a presence across multiple cities in Uttar Pradesh, the brand has been using such initiatives to establish visibility quickly in new locations. By combining the lucky draw with its store launch, Aisshpra created an immediate reason for customers to visit, interact with the product range, and complete their first purchase, supporting faster market penetration.
Established in 1940, Aisshpra Gems & Jewels operates across 14 stores in Uttar Pradesh and is working towards expanding its network.
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