Pothys Swarna Mahal

How SEO & Performance Marketing Polished Pothys Market Presence

Overview

Pothys, an established name in clothing retail, expanded into jewellery, but faced significant market visibility challenges. Despite strong brand recognition for their clothing line, the jewellery division remained largely unknown. With a limited retail footprint in a highly competitive industry, Pothys needed a strategic SEO and Performance Marketing approach to build awareness and drive customer engagement.

Challenges

• Brand Extension Gap: The clothing brand enjoyed strong recognition—but its jewellery division lacked visibility.
• Limited Physical Presence: Fewer retail locations compared to competitors.
• Digital Limitations: Insufficient website pages and overemphasis on savings scheme keywords.
• Competitive Market: Need to establish a presence in the saturated jewellery retail segment.

Strategic Initiatives Implemented

a. Store Traffic Generation: Targeted Google campaigns coinciding with new collection launches; coupled with location-based marketing, directing potential customers to physical stores.
b. Digital Presence Expansion: Focused organic SEO to improve visibility for jewellery-specific search terms. Balanced keyword strategy beyond savings schemes to highlight product offerings. Promotion of the DigiGold app as a digital touchpoint.
c. Product Launch Campaigns: Coordinated campaigns across Google and Meta based on new store offers like reversible jewellery collection, 5 for 5 jewellery collection, Akshya Tiritya collection, etc. Targeting advertising highlighting offers and collections.

Outstanding Campaign Results

• Over 200 “Get Directions” clicks during campaign period
• 20,000+ app downloads monthly for the DigiGold platform
• Generated 600+ qualified leads (reversible jewellery)
• Produced 900+ qualified leads (5-for-5 jewellery)
• Total leads generated: 3,000+ potential customers
• Cost per lead (CPL): ₹70
• Cost per app installation: ₹10