Prasad Jewellers gains new customer base, sees rise in sales with ‘Jitne Din Utne Gifts’ activity

The two-month lucky draw scheme, aimed to counter the expensive marketing blitz unleashed by retail jewellery chains entering Rourkela, attracts people from adjoining rural areas, a critical customer segment for the brand

As prominent retail chain giants entered the city of Rourkela in Odisha, with their deep pockets and marketing blitzkrieg, Mohit Prasad, MD, Prasad Jewellers, sat up and took notice. As a leading jewellery brand in Rourkela, he had to counter the competition and make a strong move to engage his customers. Thus came up ‘Jitne Din Utne Gifts’, a monthly lucky draw scheme organized by Prasad Jewellers. The two-month activity concluded on June 10, with one lucky customer winning gifts every day, and Prasad Jewellers seeing a significant rise in sales during the period of the offer. Apart from Rourkela, the lucky draw ran across the brand’s Sundergarh and Jharsuguda stores too.

Every purchase worth Rs 20,000 at a Prasad Jewellers store qualified for a lucky draw coupon. Therefore, customers who bought jewellery worth Rs 2 lakh would win 10 coupons. These coupons were given out every day and one lucky winner picked among them. At the end of the month, all winning customers were invited to the store where a lucky draw was organized and the winners were announced.

A NEW CUSTOMER BASE

When asked about the impact of the scheme, Mohit Prasad said it helped attract rural customers, a critical customer segment for the brand. “There are many rural areas in and around Rourkela, and the residents of those areas are dependent on Rourkela to fulfil their jewellery needs. With the lucky draw event, we attracted those customers. People living in rural areas are always eager to get lucky draw coupons and gifts from us. We generated good interest among rural customers and attracted them with this offer,” explained Prasad.

SALES AND REVENUES RISE

The scheme has had a direct positive impact by increasing sales at Prasad Jewellers. Despite the market being down for some time due to high gold prices, the brand registered a growth in revenues. “As of now, the market is not doing very well, but sales has seen a 12% to 15% rise with this offer,” said Prasad.

On future plans and upcoming schemes, Prasad said, “We keep running offers for our customers every now and then. Last year, we hosted a grand offer that ended just prior to Dhanteras. This year, we started the offer in the month of April and it ended now. Now it is off-season, so we are renovating our store. But after the renovation is complete, starting form Ganesh Puja, we might start with some other offers.”

Written by Satyajit Dey

Retail Jeweller India Exclusive