Gahana Jewellers picks 10 winners weekly through lucky draw, sees 25% increase in jewellery sales

The brand aimed to capture the heightened interest in jewellery purchase during the festive and wedding seasons, and launched the campaign that will run up to January 15, 2025

Gwalior: Rewards linked to sales have long been a cornerstone of the marketing strategy employed by retailers to engage customers and drive showroom traffic. For Gahana Jewellers, the ongoing Saaptaahik or weekly lucky draw contest launched on October 3, 2024, has been a particularly impactful initiative. This campaign successfully attracted new customers to the retailer’s stores, increasing foot traffic across all store locations.

The lucky draw contest, set to run until January 15, 2025, offers customers an opportunity to win prizes by making purchases worth Rs 25,000 or more, for which they get coupons. To enter the weekly draw, shoppers must fill out their contact details and submit the coupons at the store.

Timing the contest with Diwali and the ongoing wedding season, a peak season for jewellery shopping, amplified its effectiveness. It not only saw heightened customer engagement but also boosted sales by about 25%. About 24% of the brand’s total customer base so far comprises bridal jewellery buyers, according to Gahana Jewellers. The brand’s efforts have not only resonated with customers across Madhya Pradesh, but also attracted significant attention from residents of other regions, including New Delhi and Punjab.

“Customers want to explore all our jewellery collections and products. They have always loved the quality of our products and customer service and this lucky draw made them even more eager to visit us across all our stores in Gwalior, Guna and Jhansi,” said Ajay Mangal, Managing Director, Gahana Jewellers.

“We had a major lucky draw a few years ago on our 25^th anniversary, but this is the first time we launched a weekly lucky draw, announcing 10 winners at the end of each week. The customers are excited with the idea of making purchases and winning prizes,” added Mangal.

Online and offline promotions by the jeweller highlighted the grand scale of the weekly lucky draw contest, even as it adopted a multi-pronged approach to reach a wide audience and generate excitement around the campaign. Along with newspaper advertisements, the brand’s offline strategy included installing prominent billboards strategically near each of its stores, ensuring visibility within a 100-kilometer radius. These eye-catching displays served as a constant reminder for potential customers, enticing them to visit the showrooms and participate in the contest.

According to Mangal, announcements on social media, both for the contest itself and for the weekly line-up of winners, created a sense of anticipation and engagement among customers, encouraging repeat visits as people eagerly checked to see if they had won. Together, these efforts significantly boosted foot traffic to their showrooms, making the contest a central talking point. “Once we announced the contest and within the first few weeks of its launch, the number of footfalls at stores has gone up considerably. The winners’ names are also mentioned in the newspaper ads,” he explained.

Satisfied with the success of the weekly draw initiative, and encouraged by positive customer feedback, the jewellery brand plans to continue hosting such lucky draws in the near future, especially during the festive season.

Gahana Jewellers is a Gwalior-based jewellery retailer. It has two stores in Gwalior and one in Guna (Madhya Pradesh), besides one store in Jhansi (Uttar Pradesh).

Written by Aparna Bhowmick

Retail Jeweller India Exclusive