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Data-Driven Jewellery Campaigns

Client Overview

With 60+ years of legacy and 50+ stores across Tamil Nadu, SKTM is one of South India’s most trusted jewellery brands.

The Challenge

Even with strong offline sales, SKTM’s digital presence was under-optimized. Key gaps:

  • No district-level demand mapping (same ads across all regions).
  • Seasonal trends (weddings, festivals) not factored into campaigns.
  • Little customer segmentation (age/gender/device ignored).
  • Ads not optimized by channel or device performance.

Our Approach

1) Data Collection
  • Offline: POS data (category, quantity, revenue), customer demographics, store reports.
  • Digital: Impressions, CTR, conversions, engagement across Google, Meta, YouTube, WhatsApp/Email.
  • Tools: Supermetrics, Python ETL, CRM → BigQuery warehouse.
2) Analytics & Dashboards
  • Regional Demand Mapping: Temple Jewellery → Madurai/Thanjavur; Diamond Rings → Chennai/Coimbatore.
  • Seasonality: Weddings/festivals → spikes in gold & temple jewellery; regular months → silver steady.
  • Segmentation: 26–35 females drove highest mobile conversions; 36–50 males leaned premium.
  • Channel ROI: Instagram for youth engagement; Google Search for high-intent buyers.
  • Dashboards: Tableau/Power BI for real-time marketing dashboard services.
3) Digital Campaign Optimization
  • Hyper-local ads: Tamil-language creatives for Madurai, Coimbatore, Chennai.
  • Category campaigns: Diamond → Google Search; Bangles → Instagram.
  • Seasonal spikes: Wedding/festival budgets scaled up.
  • Remarketing: WhatsApp/Email offers to loyalty customers.

Automation: APIs for real-time budget reallocation.

4) Business Decisions
  • Inventory: Stock temple jewellery in South TN before weddings.
  • Budget efficiency: 20% less waste in low-demand districts.
  • Pricing: Premium in metros; affordability focus in Tier-2 towns.
  • Retention: Loyalty-linked remarketing improved conversions 2.3x.

Results

  • +22% ROI uplift in seasonal campaigns.
  • District-focused promotions boosted store sales.
  • Offline sales synced with digital campaigns for the first time.
  • Predictive seasonal planning improved efficiency across stores.

Why This Matters

Jewellery retail thrives on regional preferences and seasonal peaks, but most campaigns ignore these nuances. By applying regional analytics, seasonality forecasting, and customer journey segmentation, SKTM bridged offline insights with online targeting. This case proves how analytics-first jewellery marketing delivers ROI, loyalty, and sustainable growth.

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