The event attracted around 300 participants and boosted store footfalls, besides increasing long-term sale prospects for the brand
Kota: Ornate Jewels organized an online Tambola event to celebrate the Indian women’s cricket team’s recent win, taking advantage of the buzz created by the game to drive its customer engagement activity. The brand’s aim was to strengthen its link with its core customer group and create long-term brand recall. The brand designed the event so that each participant was required to provide two references before receiving their Tambola ticket, allowing it to reach more potential customers in a structured way.
Explaining the idea behind the initiative, Piyusha Nyati, CEO at Ornate Gems and Jewels Pvt Ltd, said, “Ninety per cent of our customers are women, and with the Indian women’s team’s win, we felt it was the right moment to organize an activity like our online Tambola for them. Customers could join through a Google link, and they were required to provide two references before receiving the Tambola ticket. This helped us reach more homes in a structured way.”
Around 300 participants joined a dedicated WhatsApp group where the event was hosted. Once participants entered the group, they received a Google form link. After completing the form, they were given their Tambola tickets. The brand announced a gold coin for the full-house winner and 10 additional prizes, all of which were to be collected from the showroom the next day at 11 am. This created a planned walk-in opportunity as well.
During the game, Ornate Jewels also announced an offer for participants: an old-gold buyback offering 105% value, applicable only to those in the Tambola group. According to the brand, the activity generated strong engagement and steady showroom visits on the following day.
Nyati added, “We conduct online Tambola once every six months around an event, and customers respond well to the 105% old-gold value. Many prize winners had never visited the showroom earlier, but since they had to collect their prizes, they had to come in. Two of them made purchases and joined our scheme.”
Prize winners received silver and gold coins. The initiative led to nearly 20% rise in footfalls. Immediate sales were limited to two invoices, but the brand expects long-term conversion over the next few weeks as it continues to use the collected database through its chat API system.
The brand operates a single store in Kota. Ornate Gems and Jewels Pvt. Ltd., the private limited company, was incorporated on October 16, 2019, while Ornate Jewels, the jewellery brand with a store in Kota, was established in 2012.
Written by Achal Chaubey
Retail Jeweller India Exclusive
