Verma Jewellers’ campaign around old gold boosts sales during lean season, spurs customer loyalty

The campaign achieved a 43% increase in sales volume during its run time, demonstrating the potential of an innovative and focused marketing approach and personalized outreach

Solan: Verma Jewellers, a prominent jewellery brand based in Solan, Himachal Pradesh, recently launched a campaign to promote old gold exchange. According to the brand, it achieved a 43% increase in sales volume during the campaign period, demonstrating the potential of innovative marketing during off-peak season.

Launched to address the lean December-January period, when severe winters and holiday travel limit customer activity, the campaign aimed to drive footfalls without compromising on brand value. Instead of offering customers repetitive discounts to drive sales, the brand introduced a nuanced strategy. It wanted to encourage customers to exchange old gold for new jewellery, with the campaign leveraging rising gold prices to offer additional perks.

The campaign video features a scene where three generations—a mother, daughter, and granddaughter—debate the idea of exchanging their family’s cherished heirloom jewellery for new gold pieces at Verma Jewellers. A staff member then steps in to help them and explains the store’s use of a Karatmeter, a tool for precise gold purity measurements, ensuring an authentic and fair exchange process.

The video serves as an invitation for customers to experience the seamless and transparent exchange process at Verma Jewellers.

The campaign’s success was largely attributed to a focused marketing approach, relying primarily on social media promotions, customer testimonials, and personalized outreach.
“A dedicated sales team engaged existing clients, inviting them to take advantage of the offer. The customer testimonials amplified the campaign’s reach, while in-store discussions effectively converted visitors into buyers,” said Akshay Verma, Managing Director, Verma Jewellers.

With the absence of festive demand and reduced shopping due to harsh winter conditions in Himachal Pradesh, the campaign effectively bridged a challenging period for the brand. By promoting the idea of exchanging old gold sitting idle in lockers for new and modern designs, the campaign resonated with consumers seeking value for their assets.

The campaign not only drove significant footfalls but also enhanced customer engagement and loyalty. Its targeted approach during a non-festive period highlights how strategic planning and innovative offers can mitigate seasonal challenges while boosting business performance.

The brand boasts a robust retail presence in Solan, Himachal Pradesh, with stores located in Ganj Bazar, Upper Bazar, and Bajoral Khurd.

Written by Megha Misra

Retail Jeweller India Exclusive