Tiffany and Co. needs no introduction.

Since 1837; a tale as old as time, Tiffany’s is synonymous with luxury and indulgence. Their website follows suit, with the famous ‘Tiffany Blue’ colour taking centre stage throughout. A bright colour scheme seamlessly links together each link on every page. Generally, a simplistic website to navigate with modern twists, reflecting trends and the festive season alike.

Mapping the online customer journey through the Tiffany’s website can take many turns dependant on the visitor.

Tiffany’s target audience are primarily women of an upper middle and upper class socioeconomic position, aged 35-50+; but with the advancement of the internet and social media Tiffany’s are connecting with people of a much younger age than ever before. The primary consumer is definetely not Tiffany’s only target audience. A secondary buyer, such as spouse or family member, may purchase a gift for the primary consumer.

The Engagement Journey:

Tiffany and Co. is undeniably most famous for their high end, diamond engagement rings. This is where someone’s happily ever after could begin. Buying a Tiffany and Co. engagement ring is much more than purchasing a material product, it’s purchasing an experience that reflects the buyer’s lifestyle and social status.

Upon entering the Tiffany’s website, a customer is greeted by a multitude of options each with a drop down box with even more to route through.

A potential customer looking to browse engagement rings wouldn’t have too far to travel, with the first option on the website being ‘LOVE & ENGAGEMENT’. Following this drop down box they would be given choices to visit Engagement Rings, wedding bands and gifts for the bride or groom.

In keeping with the ‘high-end’ brand image, a potential customer wouldn’t be able to purchase an engagement ring online, only make an appointment for sizing and stone quality.

Tiffany and Co. prides itself on providing a personal, unique experience for every customer. This could not be a possibility when ordering online. Many links throughout the website prompt potential buyers to make an appointment or call ‘a Diamond Expert’. This upholds the idea that Tiffany and Co. sell a lifestyle, a commodity that not everyone can experience

Customisation of a ring is an option to those who would like to make their purchase even more exclusive. This is a feature also offered by Tiffany’s biggest competitor, Blue Nile.

Blue Nile have an extensive variety of engagement rings and diamond jewellery online, which is beneficial to customers who need a speedy service, but their lack of stores prohibits them with competing directly with Tiffany and Co. who offer a personalised service as well as the material good.

This would be Tiffany’s ideal route for a customer visiting their website (engagement rings):

A Wedding gift:

Tiffany and Co. also boast a range of plush wedding gifts, ranging from under £250 to well over £5,000. These include jewellery, watches, homeware and leather goods.

A customer scouting the Tiffany’s website for wedding gifts may use handy filters to help guide them through the webpage. Gift choices for bride, groom and wedding party are displayed with clarity for ease of navigation to reach the customer’s requested destination.

This target audience would be male or female, between the age of 30-55+ and of a upper middle or upper class socio-economic position, looking for a unique gift to present to a bride or groom on their wedding day.

Cartier, a direct competitor with Tiffany and Co., also offer an array of wedding gifts available to purchase online.

Similarly to Tiffany’s, the target market for Cartier is mostly made up of women of an upper socio-economic class due to the high price points and wide selection of women’s jewellery.

Their website almost reflects Tiffany’s with similar navigation menus, a clean cut design and continuous colour schemes used throughout.

References:

bizfluent.com/facts-5551909-primary-vs-secondary-target-market.html

en.wikipedia.org/wiki/Tiffany_%26_Co.

http://www.managementstudyguide.com/future-of-relationship-marketing.htm

http://www.slideshare.net/VisoudaKounlavong/tiffany-co-market-a