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Tiffany & Co. Digital Strategy
- 1. TIFFANY & CO. DIGITAL STRATEGY
- 2. MAIN PROBLEM • THEIR CURRENT FOCUS IS ON HIGH INCOME CUSTOMERS • LACKING RELATABILITY
- 3. TARGET AUDIENCE • UPPER MIDDLE-CLASS WOMEN • THOSE LOOKING FOR SPECIAL OCCASION GIFTS – ENGAGEMENT RINGS – ANNIVERSARIES – BABY SHOWERS – HOLIDAY GIFTS
- 4. STRATEGY • USER CONTENT OF THEIR “TIFFANY’S MOMENT” • RELATABLE VIDEOS – PROPOSALS – OPENING A HOLIDAY GIFT
- 5. POSITIONING • YOU DON’T HAVE TO BE A MILLIONAIRE TO OWN TIFFANY’S
- 6. MOBILE APP • LAUNCH ADDITIONAL APP THAT ALLOWS CUSTOMERS TO: – BROWSE ALL PRODUCTS – SAVE FAVORITE ITEMS – DROP HINTS TO LOVED ONES
- 7. SOCIAL MEDIA • SHARABLE CONTENT – FACEBOOK – YOUTUBE • INSPIRE THEM TO GIVE THE GIFT OF TIFFANY’S • GET PEOPLE TALKING
- 8. BUDGET • VIDEO FOOTAGE PROVIDED BY CUSTOMERS • MOBILE APP: $ 30,000 • ADVERTISEMENTS: $ 30,000
- 9. MEASURING SUCCESS – USER ENGAGEMENT – CATALOG AND EMAIL SIGNUPS – APP DOWNLOAD – SALES – LIKES & SHARES
- 10. SUMMARY • TAKE TIFFANY & CO. IN A NEW DIRECTION • MORE RELATABLE TO MIDDLE-CLASS • MORE SHARABLE SOCIAL MEDIA CONTENT
Editor's Notes
- Tiffany & Co. has been a well known company in the the jewelry industry since 1837. Tiffany’s is best known for their stunning engagement rings and their signature little blue box.
- Tiffany & Co. has built their image around being the provider of classy timeless jewelry. Currently, their advertisements highlight high end pieces, usually in the four figure price range and above.
- Currently Tiffany & Co focuses their advertisements towards upper class women and those shopping for a special occasion gift. Many of their advertisments feature pieces well over 4 figures, and price tag out of reach for most. Additionally, they focus a lot on jewlery, but what many people don’t know is that Tiffany’s is more than just jewelry. They also, offer…..
- Its all about the look on someones face as they realize that they are getting a gift from tiffany’s The way their eyes light up as that blue box is revealed
- They need to put more of an emphasis on shareable content such is videos. Facebook: Instagram Twitter Youtube
- Those who create ab account or are return customers hae the option to favorite a item so it is easily accessible for when they are ready to make their purchase. Another metric they can use is to measure how often customers use he store locator link, to find the Tiffan’y store bear them. Theose who use this featureare most likely going to visitthe store in he ner future to try on jewlery, or make a purchase. Lastly. Tifany and co can monitor the number of email signups an dcatalog subscriptions they receive from users, which helps them measure interest in their product.