What did i do to Increase Sale


 

 

 

Personalise the process

Sukhwinder Bhalla, Partner, Mohan Singh Bhalla Jewellers, Rudrapur

 

In a small town, it is important to keep oneself in the customer's minds. To this end, this year we decided to give our customers a unique experience. We flew down two mehendi artistes from Delhi to give our customers free mehendi during Teej. It was a two-day event wherein anyone who walked into our showroom, irrespective of whether they purchased or not, got a free mehendi. In addition there were lucky draw coupons too for all those who purchased jewellery. It was a novel experience for our customers; we found this initiative resulted in an increase of 20-25 per cent footfalls. And of these, at least 15-20 per cent translated into actual sales. We ended up getting new customers and also boosting our sales. This will be an annual feature from now on and am sure it will help us to the give our sales a big push. 

 

Boost premium feel, not price
 
Karandeep Singh, Owner, Onkar Singh & Sons Jewellers, Muktsar, Punjab
 
To attract entry-level customers who like to buy light jewellery, we created an affordable diamond jewellery range priced at 
Rs. 8,000–25,000. This range enables us to show our customers diamond jewellery in the same price range as gold jewellery. We feel that customers are more likely to buy diamond jewellery when they get it at the price of gold jewellery. The results tell us that we're right. With this new approach, diamond sales at our showroom have shot up to Rs. 1 lakh per day. The diamond range was designed specially as everyday adornment for working women. Our strategy has wrought wonders for us over the last two years.
 
 
Expand our catchment area
 
 
Vivek Gandevikar, Owner, Gandevikar Jewellers Pvt Ltd, Vadodara, Gujarat 
 
 
To keep improving our sales, we frequently do promotional activities such as making calls to existing customers. We make them aware of our latest collections and invite them individually for each exclusive preview. This strengthens our connect with the customers. In this city we have a very strong client base, so our aim is to expand our presence in the small towns around. In order to attract buyers from a wider catchment area, we regularly send a team to visit the neighbouring districts to spread awareness of our products, including in the affordable range. This outreach exercise demonstrably pays off. Our figures indicate that, of all the people we meet on such tours, some 30 per cent visit our showroom later to browse. We believe that with concerted effort we will boost this percentage. Once a shopper finds our jewellery suitable in price and quality, they spread the word among relatives and friends, which helps us with additional footfall.