Consumer Insight → Marketing Transformation

A research-led transformation of audience communication, targeting and the media mix around the complete jewellery decision journey.

10–15%increase in store walk-ins

~20%increase in sales

Reported during the programme

Jewellery & Retail · Case 01

The Challenge

Jewellery marketing was heavily dependent on traditional advertising, while the purchase journey itself involved multiple decision makers.

The opportunity was to understand who actually influenced the purchase and build communication around that behaviour.

What We Found

Young women and brides

Increasingly wanted jewellery reflecting their own style, personality and preferences.

Fathers and family heads

Strongly influenced which jewellery store the family trusted and visited.

Mothers and brides

Had major influence during the final in-store selection.

The Strategy

Instead of one generic customer message, we created different communication directions.

For young women

Design · Style · Trend · Individuality

For fathers

Trust · Savings · Credibility · Value

For mothers and brides

Choice · Design · Quality · Purchase Confidence

Media Transformation

The approximate marketing mix moved from:

70% ATL / 30% BTL40% ATL / 30% Digital / 30% BTL

Impact

Reported during the programme.

10–15%increase in store walk-ins

~20%increase in sales

The Bigger Idea

A jewellery purchase did not have one decision maker. Understanding the full decision journey changed the communication, targeting and media strategy.