Sri Alankar Jewellers & Sons engages customers and family with informative in-store competitions for Janmashtami 

About 10 of the brand’s new and existing customers got themselves enrolled under the monthly savings scheme during the event, while many of them also made jewellery purchases at the store 

Jamshedpur: Sri Alankar Jewellers & Sons recently held a pre-Janmashtami celebration with a special event that brought together some of their most loyal customers and their families. The jeweller organised a fancy-dress competition, where children were invited to dress up and participate. 

While the children were occupied in singing and dancing during the fancy-dress competition, the brand took the opportunity to educate the parents about their offerings.

“This is the first year of the new showroom, and we have many in-store and outdoor marketing activities lined up. With the pre-Janmashtami celebration at this store, we could engage with our loyal customers while their children could enjoy the celebrations,” said Deepak Kumar, Marketing Manager, Sri Alankar Jewellers & Sons. 

About 30 families were a part of the programme that lasted a couple of hours at the store. While most of them were existing customers, some others were new to the brand and were first-time visitors to the store. 

Firstly, the brand offers a discount of Rs 2,000 on the gold rate for every 10 grams of Hallmark HUID gold. Given the current market rate in Jamshedpur, which is Rs 66,800, Sri Alankar Jewellers & Sons provides a lower rate of Rs 64,800.  

Additionally, the brand also offers a monthly savings plan, which was the primary focus of the recent event. Kumar elaborated on the scheme details shared with customers present during the event. The plan, called Grow With Gold (GWG), typically involves a 12-month savings period. However, instead of offering a bonus that may not cover the customers’ losses due to an increase in the gold rate, the brand converts the cash into gold at the current rate. 

“Hence, if a customer starts with Rs 5,000 at today’s rate of Rs 6,480 per gram, the corresponding amount of gold is credited to their account. This process continues for 11 months, and in the 12th month, the company provides a 100% bonus in gold equivalent to Rs 5,000”, he commented. By the 13th month, customers can use the accumulated gold to purchase jewellery, with an additional 5% discount on making charges. 

“The outcome of the event was quite positive, with the enrollment of about 10 customers under the Grow with Gold (GWG) scheme, totalling a value of Rs 60,000 on that day”, explained Kumar.  

Therefore, for the brand, the aim to engage with the customers and to educate them about their products resulted in immediate sales. Many customers expressed their appreciation for the products they saw during the event. In addition to the enrollments, many customers also made purchases on the spot, an indication of strong interest and trust in the brand, as well as the success of the brand’s marketing efforts. 

All the children present at the store were given prizes and gifts for being a part of the celebrations.  

Apart from the recently opened store in Bistupur district, Jamshedpur, Sri Alankar Jewellers & Sons has five more showrooms across Jharkhand, with two stores in Ranchi and one each in Bokaro, Ramgarh, and Hazaribagh. The brand consistently aims to come up with a range of in-store activities at its stores to keep the customers engaged, resulting in long-term connections. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive