A modern avatar of the 155-year-old C. Krishniah Chetty brand of high-end jewellery, they sought to establish themselves as a new, independent brand.
CKC & Co. needed to refresh their image, attract new customers, and boost both in-store and online engagement via digital means. Being a high-end jewellery brand with a long legacy, the target consumers were UHNWIs and HNWIs.
With the designs and range of jewellery being CKC & Co.’s key differentiators, by running ads featuring some of their most exquisite pieces, we drove awareness and strong affinity among UHNWI and HNWI consumers. This led to an increase in walk-ins as well as the quality of customers visiting the store.
Traditionally, jewellery retail requires customers to visit the store, browse pieces of their choice and then make a purchase. By running targeted lead generation ads on Instagram, we enabled customers to enquire directly via Instagram and Whatsapp and begin their purchase journey even before visiting the store.
With the surge in online enquiries, we implemented a robust lead management and engagement system with advanced qualification and nurturing workflows as well as automation. The CRM team was trained in these workflows and processes which along with a Whatsapp bot enabled seamless and efficient handling of leads while preserving a personal touch.
This end-to-end setup ensured traceability, enabling complete mapping of the customer journey right from the initiation of an online enquiry via an ad, all the way to an in-store walk-in leading to a purchase - a future-forward, scalable, online-to-offline performance marketing engine.
CKC & Co. exemplifies the transformative growth that traditional ultra-luxury retailers can see when they embrace digital.
India | Monaco
