A glance into the world of Tiffany, customer experience and experiential marketing.
The luxury brand Tiffany and Co needs no introduction. It stimulates different emotions for everyone. For me, it’s exciting and creates a positive emotion. I can just picture myself opening up the iconic blue box with my dream engagement ring glistening at me (here it is if you would like to see it). On the other hand, it can trigger other emotions, particularly to my boyfriend who is probably dreading the thought of proposing and spending a fortune on a diamond.
My point is, we are emotional beings and marketers need to focus on how the customer feels when they are interacting with brands throughout the different touch points of their journey. This is known as the customer experience. Another concept that brands need to consider is experiential marketing. These are the two things that Tiffany and Co get just right.
The only way I can describe how I felt during my recent visit to the Tiffany store was like a princess. The diamond expert, Gareth, was so accommodating and made me feel like royalty. I was originally looking for silver pendants, but Gareth let me try on diamond rings. He knew that I wasn’t able to afford the magnificent 3 carat emerald cut diamond - but that didn’t matter. He wanted to make me feel special and give me an indulgent experience. Research shows that consumers care more about feeling emotionally connected to a brand rather than just satisfied.
Tiffany and Co opened up the Blue Box Café at Harrods, bringing their brand to life so that customers can have ‘Breakfast at Tiffany’s’. This is an example of successful experiential marketing. The café offers a physical experience to its audience, allowing them to channel their inner Audrey Hepburn, combining the classic movie with its brand. If my boyfriend doesn’t want to buy me a diamond ring, then the least he can do is take me to the Blue Box Café?
Ultimately, brands need to come up with new ideas on how they can awaken the positive emotions of their customers and create a memorable experience.
Can you think of any brands that have triggered a positive emotion? What makes an experience memorable for you?
Thanks for reading.