Xpert Audiences Drove 43% of Sawansukha's Walk-In Purchases
Background
Sawansukha is a heritage jewellery house from Kolkata, known for handcrafted gold, diamond, jadau, and silver jewellery created by a wide network of skilled artisans rather than machines. The brand sits at the premium end of the market, built on a long legacy of trust and craftsmanship. It operates exclusive showrooms across three cities: several in Kolkata, including the flagship Camac Street store, and one each in Siliguri and Raipur. This makes it a strong regional player across eastern and central India, serving loyal repeat customers while courting a younger generation of jewellery buyers.
Challenge Faced
Jewellery is one of the hardest categories to grow through digital advertising. Purchases are high-value, high-consideration, and almost always completed inside a showroom, yet most digital campaigns are optimised for clicks and impressions that never prove a store visit happened. Broad geographic and interest-based targeting filled the funnel with window shoppers, job seekers, and spam enquiries. Sawansukha needed two things its existing approach could not deliver: a steady stream of qualified leads over WhatsApp and phone, and proof that ad spend was translating into actual walk-ins and billing across its showrooms in three cities.
Xpert's Strategy Undertaken
Xpert built the campaign on Xpert Audiences, curated high-intent segments drawn from behavioural and purchase-intent signals, so that Sawansukha's ads reached people showing genuine jewellery-buying intent rather than broad demographic lookalikes. Every customer reached through the campaign carried a unique Xpert ID, letting store staff match walk-in buyers back to the campaign at the billing counter and closing the loop with attribution at the level of the individual purchase. The campaign ran across all three cities, feeding enquiries into WhatsApp and phone channels where each lead was assessed and qualified, while store teams logged every purchase against a shared tracker.
Results Achieved
Xpert audiences accounted for 43 percent of all tracked walk-in purchases across Sawansukha's showrooms during the measurement window, with attribution confirmed customer by customer at the billing counter. Nearly a third of these buyers, 31 percent, were entirely new to the brand, proof the campaign expanded the customer base rather than reactivating loyalists. Lead quality improved just as visibly: enquiries were markedly more relevant than earlier broad-targeted campaigns had produced, with one in five assessed leads qualifying as genuine store-visit prospects and phone enquiries qualifying at over 40 percent, more than three times the WhatsApp rate. Xpert-attributed purchases appeared in showrooms across all three cities.
Inferences & Insights
The clearest lesson is that footfall does not have to be a matter of faith. When every ad-reached customer carries an identity that can be matched at the point of sale, store attribution becomes a measured metric, and marketing budgets can be defended purchase by purchase. Second, behavioural intent signals work for high-ticket considered categories; with nearly one in three attributed buyers new to the brand, intent targeting acquires customers rather than merely reactivating them. Third, enquiry channels are not equal, and the sharp gap between phone and WhatsApp qualification rates suggests brands should staff their calling funnel accordingly. Legacy retailers can replicate this playbook wherever the purchase concludes in store.
43 percent of all tracked walk-in purchases at Sawansukha's showrooms came from Xpert audiences, with nearly a third of those buyers completely new to the brand.
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