The modern jewellery customer lives in two worlds. They discover a new collection on Instagram during their commute, browse the prices on their laptop at home, and then visit a showroom on the weekend to experience the piece's true brilliance before making a final decision. A brand that only focuses on e-commerce—or only on traditional retail—is missing half the picture.

At Jewellers Grow, we've engineered the Omnichannel 360° Growth Engine, a unified advertising strategy across Google and Meta designed to master this hybrid journey. It’s a holistic approach that seamlessly bridges the digital and physical worlds, driving both online revenue and in-store footfall. Let's explore the integrated model that led to a ₹3 Crore attributed revenue impact for a leading jewellery brand.

The Philosophy: Clicks and Bricks in Perfect Harmony

Our 360° strategy leverages the unique strengths of Google and Meta to create a continuous customer conversation, online and off.

• Meta's Role (Creating Desire): On Instagram and Facebook, we spark inspiration and build brand aspiration through stunning visuals and storytelling. We use its powerful geo-targeting to build local brand buzz around each showroom.

• Google's Role (Capturing Intent): On Google Search, Shopping, and Maps, we capture customers who are actively researching or looking for a showroom. We make it easy for them to buy online OR find their nearest store.

The 360° Omnichannel Blueprint in Action

We structure our campaigns across the full funnel, with specific tactics and goals for both e-commerce and retail at each stage.

Stage 1: AWARENESS (Building a Hybrid Brand Presence)

Goal: To build widespread brand recognition online and establish strong local recall around showrooms.

• The Strategy: We run captivating video campaigns on Instagram Reels and YouTube showcasing the brand's new collection and craftsmanship. Crucially, these broad campaigns are layered with geo-targeting, concentrating a portion of the budget within a 10km radius of each physical showroom.

• The Results:

  • Reached over 12 million unique users in key metropolitan areas.

  • Significantly increased local brand salience, leading to a 50% uplift in searches for "brand name near me" on Google.

Stage 2: CONSIDERATION (Driving Exploration, Online & In-Store)

Goal: To guide interested users to explore products on the website or plan a visit to a nearby showroom.

• E-commerce Tactics: Meta Carousel ads and Google non-branded Search campaigns drive traffic to the website for users showing online shopping behaviour.

• Showroom Tactics:

  • On Meta, we run "Store Traffic" objective campaigns with ads featuring a "Get Directions" call-to-action and an interactive map card.

  • On Google, we launch Local Campaigns, which automatically show ads across Google Maps, Search, and YouTube to users near our showrooms.

• The Results:

  • Generated 300,000+ clicks to the website.

  • Drove 15,000 "Get Directions" clicks from Meta and Google Maps.

Stage 3: CONVERSION (Closing the Sale, Online & In-Store)

Goal: To convert high-intent prospects, whether they prefer to "Add to Cart" or "Try it on In-Store."

• E-commerce Tactics: We deploy Meta's Dynamic Product Ads and Google Shopping campaigns to retarget website visitors and cart abandoners, optimizing for online sales.

• Showroom Tactics:

  • We enable Store Visit conversions in Google Ads. This allows Google's AI to use anonymized location data to track and optimize for users who see an ad and then visit a showroom.

  • We retarget users near a showroom on Instagram Stories with ads highlighting the in-store experience and exclusive "try-on" opportunities.

• The Results:

  • The e-commerce remarketing campaigns achieved a powerful 12X ROAS.

  • The omnichannel campaigns were optimized to drive thousands of valuable showroom visits.

The Unified Results: A True Omnichannel Victory

By measuring both digital and physical outcomes over a 90-day period, the true impact of the 360° strategy becomes clear.

E-commerce Performance:

• Online Revenue: Generated ₹1.8 Crores in direct e-commerce sales.

• Online ROAS: Achieved a blended e-commerce Return On Ad Spend of 9.5X.

• Online CPA: Maintained a profitable online Cost Per Acquisition of ₹2,500.

Showroom Performance:

• Estimated Store Visits: The campaigns drove an estimated 5,000 incremental showroom visits, tracked via Google's and Meta's robust location-based signals.

• Cost Per Store Visit: We achieved a highly efficient average Cost Per Store Visit of ₹450.

• Attributed In-Store Revenue: By applying the client's known in-store conversion rate and average ticket size, the campaigns were credited with an estimated ₹1.2 Crores in showroom revenue.

The Total Business Impact:

• 🚀 ₹3 Crores in Total Attributed Revenue: A combined, trackable impact across both online and offline channels.

• 📈 A Stronger Brand: Branded search volume (including local "near me" searches) increased by 50%, demonstrating a significant uplift in overall brand equity.

Conclusion: The Future of Jewellery Retail is Hybrid

The debate between e-commerce and brick-and-mortar is over. The winner is the customer, who now expects a seamless experience between both. A true 360° growth strategy doesn't just acknowledge this reality; it leverages it. By building a bridge between your digital advertising and your physical showrooms, you create a powerful, resilient business that meets customers wherever they are.

Is your digital marketing boosting both your website and your showroom traffic? Contact Jewellers Grow today for a free Omnichannel Growth Audit and let's build a strategy that connects your clicks to your bricks.