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D2CJewelleryFunnel automationBuilt on WebEngage

Six journeys, built from scratch. 77% of CRM revenue came from them.

PNG Jewellers had no website automations and no CRM revenue. Every stage of the funnel got its own journey, from a pop-up that captures a first-time visitor to a cross-sell after the first piece is bought.

One journey for every point a visitor stops01 Web pop-upFirst visit, anonymous to known02 Browse abandonment03 Product abandonment04 Add-to-cart abandonment05 Checkout abandonment06 Post-purchase cross-sell77%of CRM revenueAutomations 77% Campaigns 23%

The brand

PNG Jewellers, a Pune jewellery house founded in 1832.

The starting point

No website automations, and no revenue from CRM.

The category

High-value pieces, where visitors browse many times before they buy.

The bet

A journey for every point a visitor stops, running on its own.

Pain point

Jewellery is a considered purchase. People browse, compare, look at a piece more than once, and often ask family before they buy. Each of those pauses is a moment the brand can lose them.

With no automations in place, every exit from the website was final. Anonymous visitors left with no way to reach them, and there was no CRM revenue at all.

The job was to build the funnel from the first visit to the second purchase, and let it run.

In jewellery, most visitors leave to think. The journey should follow them.

What I did

  1. 01

    Captured visitors with a web pop-up.

    Turned anonymous first-time visitors into people the brand could reach, from day zero.

  2. 02

    Built browse abandonment.

    Followed up with visitors who explored a collection and left.

  3. 03

    Built product abandonment.

    Brought back visitors who viewed a specific piece and stopped there.

  4. 04

    Built add-to-cart abandonment.

    Reminded shoppers who added a piece but didn't move to checkout.

  5. 05

    Built checkout abandonment.

    Recovered buyers who started checkout and dropped off.

  6. 06

    Added post-purchase cross-sell.

    Recommended the next piece once the first one was bought.

Before and after

BeforeAfter
Website automationsNoneSix journeys, pop-up to post-purchase
First-time visitorsAnonymous, lost at exitCaptured by the pop-up
CRM revenueNone77% from automations, 23% from campaigns

Results

77%

Of CRM revenue from automations

23%

Of CRM revenue from campaigns

₹50L

Monthly CRM revenue from owned channels, up from ₹0, across systems built from scratch for PNG Jewellers and DS Mills

6

Funnel journeys, built from scratch

Takeaways

Every drop-off point deserves a journey.Map them before writing a single campaign.
Capture on day zero.An anonymous visitor can't be brought back.
Automations keep earning.Campaigns stop when you stop sending.

Find out where your funnel lets visitors go.

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