Customer Perspective Study for Jewellery Retail Expansion

Client

A fast-growing jewellery retail brand that launched in 2024 and quickly expanded to 22 stores across major Indian cities, with plans to scale to 100 outlets by FY 2026. Known for its blend of contemporary design and traditional craftsmanship, the brand has positioned itself as a trusted destination for modern consumers seeking both style and authenticity in jewellery.

Objective of the Study

The objective of this consumer behavior study was to understand customer perspectives and jewellery purchase decisions among two key groups in Mumbai (Borivali) and Ahmedabad:

• Customers aware of the brand but who have not yet visited the store.

• Customers who visited the store but never made a purchase.

The insights from this jewellery consumer study aimed to reveal reasons behind these behaviors and help refine marketing and engagement strategies to attract new customers and convert store visitors into buyers.

Research Methodology

The study followed a quantitative research approach using structured telephonic interviews, enabling measurable insights into customer awareness, jewellery buying trends, and overall expectations across Mumbai and Ahmedabad.

• Method: Computer-Assisted Telephonic Interviews (CATI).

• Sample Size: 300 respondents in total.

  • 150 in Mumbai (Borivali).

  • 150 in Ahmedabad.

• Target Respondents:

  • 150 customers aware of the brand but who had not visited the store (75 each in Mumbai and Ahmedabad).

  • 150 customers who had visited the store but not purchased (75 each in Mumbai and Ahmedabad).

• Interview Length: ~5 minutes per respondent.

• Database: Customer database provided by the client, cleaned and validated before interviews.

• Questionnaire: Structured, closed-ended, with both common and segment-specific questions.

Key Findings and Learnings

The insights naturally translate into actions that can help the brand strengthen awareness, overcome jewellery purchase barriers, and elevate the in-store experience:

The study surfaced important insights into shopper journeys, decision triggers, and brand interactions:

1) Brand Awareness Without Store Visit – Customers were aware of the brand but had not visited the stores, largely due to factors such as location, positioning, and visibility.

2) Store Visit Without Buying – Certain shoppers visited the stores but chose not to purchase, citing factors such as pricing, product variety, and comparisons with competitors.

3) Behavioral Insights – Awareness group needed stronger recall; non-purchasers needed engagement and tailored offers.

4) Customer Expectations – Both groups emphasized value-for-money, variety, and transparent communication.

5) Role of Recommendations – Decisions were strongly influenced by word-of-mouth and referrals from family and friends.

6) Impact of In-Store Experience – Ambience and personalized service significantly shaped purchase comfort and conversion.

Business Implications for the End Client

The outcomes provide clear direction for the brand to shape strategies around visibility, conversion, and experience optimization:

• Brand Messaging: Strengthen awareness campaigns to bridge the gap from recognition to store visits.

• Conversion Strategy: Address concerns on pricing and assortment by emphasizing uniqueness and competitive strengths.

• Customer Engagement: Improve in-store ambience and personal service to convert browsers into buyers.

• Referral Programs: Leverage word-of-mouth influence through referral incentives and advocacy campaigns.

• Regional Focus: Tailor messaging for Mumbai and Ahmedabad to align with city-specific customer behaviors.

By leveraging these insights, the brand generated increased store footfall, improved conversion rates, and strengthened customer loyalty, providing a solid foundation for its expansion plans.

Conclusion

The study revealed that while brand awareness is strong, converting awareness into purchases requires sharper interventions. Customers expect value for money, variety, referrals they can trust, and a positive in-store experience. Get in touch to be the brand that turns insights into impact shaping sharper messaging, creating standout store experiences, and building loyalty that lasts.