Swarovski shines with dual wins at Retail Asia Awards 2024

They highlight the innovative marketing and dynamic pop-up events in India and Singapore.

Swarovski has made a resounding impact at the Retail Asia Awards 2024, securing accolades for Marketing Initiative of the Year - India and Pop-Up Retail Project of the Year - Singapore. These awards underscore Swarovski's commitment to innovative marketing and customer engagement strategies across diverse markets.

For the second year running, Swarovski’s Diwali campaign, featuring Bollywood star Ananya Panday, achieved remarkable success, highlighting the brand's adeptness at tapping into the auspicious festival of Diwali, one of India’s most celebrated festive celebrations. The campaign, themed “Embrace the Light” not only enhanced brand presence but also significantly boosted sales and customer engagement.

This festive initiative saw a phenomenal 55% increase in sales compared to the previous Diwali, with the Diwali-themed product line contributing 12% to total sales during the period—a 29% rise from the weeks prior. The strategic use of media led to a staggering 302 million impressions and over €350,000 in media coverage, showcasing the campaign's extensive reach and impact.

Swarovski's tailored approach included leveraging influencer partnerships and digital engagements, which enhanced online visibility and drove a 54% increase in website traffic. The in-store events further connected with customers, offering unique experiences and exclusive incentives, resulting in a 47% increase in in-store interactions.

In 2023, Swarovski orchestrated a total of 12 strategic pop-up activations including 3 in Singapore, these iconic pop-ups were focused on creating interactive and memorable experiences for consumers. These activations were part of a broader initiative spanning India and Southeast Asia, designed to deepen customer engagement and drive membership growth in the Swarovski Club.

The pop-ups featured exclusive products and immersive experiences like interactive photo booths and customised gifts, which not only enhanced the shopping experience but also encouraged social sharing and increased brand visibility. Special events with local celebrities and engaging store atmospheres with live music and refreshments made these pop-ups must-visit destinations.

These strategic pop-up placements and activations generated significant sales and a marked increase in transaction value by 56%. These efforts were instrumental in Swarovski reaching the milestone of 1 million club members in the region.

Swarovski’s dual awards at the Retail Asia Awards 2024 are a testament to its strategic vision and execution in marketing and retail innovation. The Diwali campaign featuring Ananya Panday and the series of pop-up activations across Southeast Asia and India have not only set benchmarks in their respective categories but have also elevated the brand’s reputation as a leader in luxury retail, capable of delivering exceptional results through well-crafted, culturally relevant campaigns and engaging consumer experiences. These initiatives reflect Swarovski’s ongoing commitment to excellence and innovation in a dynamic retail landscape.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].