In many company, a major factor in sales is promotion. By definition, promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a respose. There are many forms of promotion including advertising, public relations, and personal selling. Tiffany & Co. is said to use only about 6% of revenues on advertising and while this may seem like very little, the rest is certainly made up for in other promotion areas.
As stated before Tiffany & Co. makes personal selling a main priority in their stores. Sales associates are constantly around to create an atmosphere of comfort and satisfaction for customers. The goal of sales associates is to give their customers the ultimate "Tiffany's Experience." I once observed this exact "experience" taking place while I was visiting Tiffany's store on %th Ave. I witnessed a couple that picking out either engagement or wedding rings together. While at many jewelry stores the sales associate would help the couple with their purchase and send them on their way. However, at Tiffany's, this type of purchase is made into a more grand occasion. The couple was taken into a side room off the sales floor where they were given champagne and congratulated on their engagement. After that the sales associated explained all there was to know about their purchase and helped them find the perfect ring for them.
Seeing this happen was a nice experience for me and it made me realize the amount of care and effort Tiffany & Co. puts into the satisfaction of their customers.
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