Tiffany and Co. is an American luxury jeweler that is particularly known for its timeless jewelry designs, superior craftsmanship and their signature engagement ring (Tiffany.com, 2017). This iconic brand features several luxurious jewelry collections along with watches, fragrances and men's accessories which are available through 300 stores worldwide (Press.tiffany.com, 2017). To reinforce its commitment to superior diamonds, Tiffany & Co. gives each of its customers the signature Tiffany Blue Box, tied with a white satin ribbon, which symbolizes sophistication and superior quality. From the young to the old, many generations have been loyal to the brand since 1837. Tiffany & Co. has been able to attract not only one age group, but rather
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Due to its high price, luxury jewelry brands could be regarded as those products that have social value and requires more special attention when processing (Agosi and Pakdeejirakul, 2017). According to the Elaboration Likelihood Model (ELM) developed by Richard E. Petty and John T. Cacioppo in 1981 stated that there are two possible routes of persuasion: the central and peripheral (Payne, 2008). The central route is typically used for high-involvement products whereas the peripheral route is used in low-involvement situations. The central route to persuasion involves careful consideration of message and its relationship to relevant knowledge stored in long-term memory. When a consumer following the central route, they are highly engaged in an extended problem-solving process (Kinley, Josiam and Lockett, 2010). In other words, the higher the level of involvement, the more likely they are to find extended information in order to make the best possible decision. On the contrary, the peripheral route to persuasion occurs when a consumer relies on something other than the core content of the message. Many consumers tend to take this route when they are not that interested in the brand or that brand have little relevance with …show more content…
However, the source of information between these two age groups is remarkably different. Speaking about their shopping experiences, generation x places high importance on personal selling and customer service when assessing the quality of their shopping experiences, whereas millennials are likely to use technology and social media to engage with the brand. As stated in Tiffany & Co. website “Tiffany has been offering the world's most spectacular jewellery and outstanding Customer Service since 1837” (Tiffany.co.uk, 2017). The company knows that in order to serve wealthy middle-aged consumers who have been described as being highly educated, entrepreneurs and are expected to like relations and branding (Foulkes, 2017). Thus, there must be a traditional personal selling applied to Tiffany’s store. (Flores, 2017). Tiffany & Co. is renowned for its superlative craftsmanship and outstanding customer service. At Tiffany & Co. stores worldwide, all staffs have been trained to give excellent customer service. Salespeople are very friendly and knowledgeable about the product. Each of them equipped with knowledge and specific skills designed to give the customer an unforgettable shopping experience (Glenn, 2017). Consequently, with this type of service the customer cannot be overlooked and will be given sufficient time to make the right
Due to its high price, luxury jewelry brands could be regarded as those products that have social value and requires more special attention when processing (Agosi and Pakdeejirakul, 2017). According to the Elaboration Likelihood Model (ELM) developed by Richard E. Petty and John T. Cacioppo in 1981 stated that there are two possible routes of persuasion: the central and peripheral (Payne, 2008). The central route is typically used for high-involvement products whereas the peripheral route is used in low-involvement situations. The central route to persuasion involves careful consideration of message and its relationship to relevant knowledge stored in long-term memory. When a consumer following the central route, they are highly engaged in an extended problem-solving process (Kinley, Josiam and Lockett, 2010). In other words, the higher the level of involvement, the more likely they are to find extended information in order to make the best possible decision. On the contrary, the peripheral route to persuasion occurs when a consumer relies on something other than the core content of the message. Many consumers tend to take this route when they are not that interested in the brand or that brand have little relevance with …show more content…
However, the source of information between these two age groups is remarkably different. Speaking about their shopping experiences, generation x places high importance on personal selling and customer service when assessing the quality of their shopping experiences, whereas millennials are likely to use technology and social media to engage with the brand. As stated in Tiffany & Co. website “Tiffany has been offering the world's most spectacular jewellery and outstanding Customer Service since 1837” (Tiffany.co.uk, 2017). The company knows that in order to serve wealthy middle-aged consumers who have been described as being highly educated, entrepreneurs and are expected to like relations and branding (Foulkes, 2017). Thus, there must be a traditional personal selling applied to Tiffany’s store. (Flores, 2017). Tiffany & Co. is renowned for its superlative craftsmanship and outstanding customer service. At Tiffany & Co. stores worldwide, all staffs have been trained to give excellent customer service. Salespeople are very friendly and knowledgeable about the product. Each of them equipped with knowledge and specific skills designed to give the customer an unforgettable shopping experience (Glenn, 2017). Consequently, with this type of service the customer cannot be overlooked and will be given sufficient time to make the right