Conversion opportunities generated through these experiential events have encouraged the retailer to continue investing in them
Nagpur: Batukbhai Jewellers recently hosted a sound healing workshop at its store as part of a series of customer engagement initiatives that are helping bring in new visitors. According to the retailer, such events have consistently attracted first-time visitors while also creating opportunities for future conversions.
The workshop was conducted in collaboration with a facilitator from the retailer’s customer network and brought together participants from both the host’s community and Batukbhai Jewellers’ existing customer base. The event was held on the fourth floor of the store, allowing attendees to explore other sections of the premises before and after the session.
According to the retailer, visitors typically walk through the store’s jewellery floors as well as its multi-designer apparel section during these events. The format is intended to familiarize guests with the store and its offerings in an informal setting.
“Every time we host these workshops, around 80-90% of attendees are new people. We have also seen good conversions happen sooner or later because of these events, which is why we continue investing in them,” said Mohit Sheth, Managing Director, Batukbhai Jewellers.
Such events have become a recurring part of the brand’s customer outreach efforts. While the latest event focused on sound healing, Batukbhai Jewellers has previously hosted other lifestyle and cultural activities and plans to continue organizing similar programmes in the future.
A significant factor behind the turnout is the collaborative nature of the events. According to the retailer, workshop hosts typically invite members of their own communities and networks, helping introduce the store to audiences who may not have previously visited it.
The brand also uses these gatherings to inform attendees about its gold savings scheme and other customer programmes. While the workshops are not positioned as sales events, the retailer said they create opportunities to engage prospective customers who are already spending time within the store environment.
For Batukbhai Jewellers, the workshops have served as a means of increasing visibility for the store while bringing in a steady stream of new visitors through its doors.
According to the retailer, the positive response from attendees and the conversion opportunities generated through these engagements have encouraged it to continue investing in similar events.
Batukbhai Jewellers is a 57-year-old jewellery brand that runs two retail showrooms in Nagpur, with the Shankar Nagar outlet also housing the jeweller’s multi-designer apparel store Eclat.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
