Case Study: Driving Online Sales & In-Store Visits for CMR Jewellery with Google DV360
May 30, 2025
4
min Reading
Client Overview
CMR Jewellery is one of South India’s most respected and beloved jewellery brands, known for its exquisite gold, diamond, and bridal collections. With a strong regional presence across Andhra Pradesh and Telangana, CMR sought to modernize its digital marketing approach to boost both eCommerce conversions and physical footfall in its retail showrooms.
Campaign Objectives
Increase online jewellery sales through the eCommerce website.
Drive offline showroom visits across key cities including Visakhapatnam, Rajahmundry, Vijayawada, and Hyderabad.
Strengthen brand visibility among young bridal buyers and affluent gift seekers.
Leverage programmatic buying for a scalable, measurable ROI.
Targeting Strategy
We deployed a multi-layered audience and geo-targeting strategy using DV360:
Geolocation Targeting: Radius-based targeting around high-performing retail outlets and metro zones in Andhra Pradesh and Telangana.
Audience Segments:
In-market audiences for fine jewellery, gifting, and wedding shopping
High-income women aged 25–45
Affluent households and users with luxury shopping behavior
Device Targeting: Mobile-first execution, with enhanced retargeting across desktop/tablet to capture research and comparison shoppers
Component | Details |
|---|---|
Platform | Google Display & Video 360 |
Ad Formats | Responsive HTML5 banners, YouTube bumpers, video in-stream ads |
Creatives | Seasonal offers, bridal collections, limited-time discounts with CTAs (“Shop Now” and “Locate Store”) |
Placements | Premium entertainment, lifestyle, and regional news websites; YouTube placements with city-level targeting |
The creatives were structured to split traffic between high-intent online buyers and footfall-driving messaging.
Key Learnings
Region-specific creatives and hyperlocal targeting can drive real showroom impact.
Emotional storytelling through video ads enhances brand connection and recall for luxury categories.
Dual-goal campaigns (eComm + Footfall) are highly effective when executed with clear CTAs and tailored audience strategies.
Conclusion
CMR Jewellery transformed its traditional retail model with a modern programmatic strategy. By using Google DV360, they successfully blended digital performance with offline outcomes—setting a new benchmark for omnichannel success in the Indian jewellery industry.
Want to boost your online and in-store sales with a similar strategy?
Let’s talk. Our DV360 experts can help build a campaign tailored to your business objectives.
