Reliance Jewels aims to foster customer loyalty, encourage repeat purchases with its ‘Big Bling Carnival’

The brand publicized the shopping festival through digital marketing and in-store promotions and saw increased average transaction value, effectively enhancing revenue throughout the activity period

Mumbai: Reliance Jewels hosted the ‘Big Bling Carnival’, a shopping festival with a strong customer engagement strategy, through the month of March. The brand included all of its existing products in the festival, so that customers were not limited by their preferences and tastes, while adding an element of excitement and gratification for them through prizes assured on jewellery purchases above Rs 25,000.

“Reliance Jewels’ aim was to foster customer loyalty, encourage repeat purchases and build long-term relationships with customers through the Big Bling Carnival. By hosting the carnival, we successfully engaged with customers in-store, providing them with an interactive and exciting experience that encouraged participation. We not only elevated sales but also increased the average transaction value, effectively enhancing revenue throughout the activity period,” said a Reliance Jewels spokesperson.

The carnival enabled customers to win assured prizes and optional rewards with every purchase of jewellery worth Rs 25,000 and above. To claim the prizes, customers had to scratch a card register on the website after making the purchase. The assured gifts that customers stood a chance to win during the promotion included a MakeMyTrip voucher of Rs 50,000 for a domestic trip, Reliance Jewels gift cards of Rs 2,000 each, microwave ovens, Reliance Digital offer of Rs 1,000 off on bill of Rs 15,000, Amazon Prime subscription for a year, free haircut with manicure or pedicure, movie tickets for two, coffee for two at Café Coffee Day and Amazon vouchers worth Rs 300. To ensure maximum outreach, the jewellery brand promoted the activity through an integrated marketing campaign that included digital marketing, in-store promotions and targeted WhatsApp communication.

Reliance Jewels’ incentivized shopping festival was well-appreciated by its customers, especially as the brand acknowledged the prize winners on its social media platforms. “Many of these customers were so impressed with their experience that they not only recommended the carnival to friends and relatives but also returned to make additional purchases, underscoring the campaign’s effectiveness in building customer loyalty and boosting repeat purchases,” the Reliance Jewels spokesperson explained.

The Big Bling Carnival highlighted Reliance Jewels’ commitment to innovative customer engagement strategies and served as a platform for the brand to enhance its visibility and reach a wider audience, attracting new customers and retaining existing ones through a rewarding jewellery buying experience.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive