An in-store monthly draw gives customers an additional benefit, by way of a prize, and these lively events, complete with interactive games and refreshments, encourage more people to join the scheme, leading to more walk-ins
Bhopal: Swarna Prabha Jewellers has enhanced its monthly savings scheme by hosting a monthly in-store draw and activities that keep customers involved around it throughout the year. Running for four years now, the scheme requires customers to pay monthly instalments for a one-year period, with the twelfth month offered as a bonus. While the concept is common, the brand has added a distinct layer of engagement to make it stand out.
Every month, customers participating in the scheme are invited to the store for a draw. Their names are placed in a box, and one winner is selected to receive an electronic appliance such as a television or a refrigerator. Along with the draw, customers are offered refreshments as interactive sessions like tambola are held, which help increase store footfalls and encourage new walk-ins.
Smit Agrawal, Director, Swarna Prabha Jewellers, said, “Most retailers are offering monthly savings schemes today, so we wanted to create an activity that customers would look forward to. The monthly draw gives them an additional benefit, and it encourages them to stay connected with us through the year.”
The brand observed that these monthly gatherings not only maintained customer interest but also encouraged more customers to join the scheme. The regular interaction and the possibility of an additional reward led to higher walk-ins, and customers often purchased higher-value products during their visits. According to Agrawal, many customers who joined a Rs 50,000 or Rs 1 lakh scheme ended up buying jewellery worth twice that amount during redemption.
The initiative has also supported the brand during a time of gold rate fluctuations, as the structured savings plan motivates customers to continue their yearly commitment. Over time, the model has strengthened customer retention and contributed to steady sales growth through consistent engagement rather than seasonal activity.
Swarnaprabha Jewellers was officially incorporated in 2004 and runs one store in Bhopal.
Written by Achal Chaubey
Retail Jeweller India Exclusive
