How we opened the Adamas jewelry store in Moscow
The opening of a new jewelry store should be memorable. Especially if it is a store of one of the largest jewelry manufacturers in Russia, the Adamas company. At such a holiday, there are no small things: for the brand, this is an opportunity to tell about yourself, for visitors – to have a good time and feel confidence in the brand.
On April 3, 2021, the opening ceremony of the Adamas store was held in Moscow. It was important for us to prepare the event so that it would be remembered for a long time and allow customers to get to know the brand better.
Goals and objectives
We had two global goals in front of us:
- 1. Increase sales at a new point of sale;
2. Informing the visitors of the shopping center about it.
According to our idea, each guest had to leave in a good mood and with a desire to return again.
The goals are ambitious, and the following tasks were set for their implementation:
- 1. Develop a scenario;
2. Find and train staff and models to showcase jewelry;
3. Prepare the equipment and deliver it;
4. Prepare a treat for the visitors;
5. Monitor the implementation of the event and evaluate the results.
The brand has been operating since 1993. Today, more than 500 stores are open in Russia, a branded website and a mobile app are working. Adamas is constantly growing, and its products are becoming more popular.
Implementation
We developed the idea of the holiday, described the stages according to the points, and worked out the scenario. After agreeing on the plan with the company’s representatives and approving the budget, we started preparing it.
Jewelry should be photographed and shown. So we installed an instaprinter-a device for instant printing photos from the social network Instagram using a promo hashtag. The staff of the store also offered champagne and sweets to the guests. Each lady could try on a piece of jewelry that she liked, and sales consultants answered any questions that arose.
Before entering the store, promo models showed jewelry to visitors of the shopping center.
Result
The holiday turned out to be warm and cozy. The guests actively took photos and shared them on their Instagram pages. We were able to achieve our goals: sales on the first day of work were high, guests left satisfied and with purchases. In total, about 400 people attended the opening of the store!
Conclusion
Clever marketing organizes “turnkey” promotions. Together with the brand, we go through a difficult but fascinating path from the birth of the concept of a festive event to its implementation. With us, the opening ceremony is bright and interesting.