How hyperlocal insights increased walk-ins by 19% for a boutique jeweller
A reasonably new jewellry brand in India wanted to increase its in-store sales. Despite being only 5 years old, it had over 60 stores across the country.
22%
increase in net monthly revenue
19%
increase in walk-ins
Headquarters
Mumbai, India
Industry
Luxury Goods & Jewellery
Revenue
>50 Cr
Challenge
Due to incumbents in the same market, its brand awareness among consumers is generally less, although its parent company has been in the Diamond business for over 32 years.
They needed to find a way to drive higher sales without competing with its larger competitors for Ad spaces in ATL channels.
Solution Consideration
The jeweller had an in-house team running Google Ads but the ROI on that was not measurable by the team. Rather than outsourcing the same task to an agency, Kisna’s COO wanted to know how to leverage the existing budgets to increase sales.
Since agencies are incentivized to increase client spending throughout the client-agency relationship, the COO figured that a typical agency wouldn’t serve his purpose. Around the same time, he stumbled upon Consuma’s team at a party and he was curious to try out the solution.
Solution Execution
The COO decided to outsource the strategy for boosting in-store sales to Consuma using the managed services offering, as a supplemental addition to the Rapid Research Platform.
After gathering context and evaluating the dynamics of the Jewellery market, the research analyst at Consuma leveraged the Rapid Research Platform to gather hyperlocal insights specific to certain regions in Delhi, based on the proximity of store locations.
Outcome
The Hyperlocal insights were leveraged to define targeting parameters in Google Ads (Google My Business listings) after performing a few GMB hygiene activities.
The campaign launched, using the targeting parameters guided by the hyperlocal insights, resulted in a boost in Walk-ins across multiple stores, on an average of 19%.
On attributing the revenue obtained from the walk-ins, the campaign had contributed an incremental revenue of 22% of Net Monthly Revenue.
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