NEW YORK — Tiffany & Co.’s Web site today sees its first significant update since 2007, reinvigorating the luxe jeweler’s online efforts.
This story first appeared in the October 21, 2013 issue of WWD. Subscribe Today.
Tiffany.com already gets eight million unique visitors a month worldwide, and even though chief marketing officer Caroline Naggiar concedes a “very small fraction are there to make a transaction,” the Web site plays an integral role in the overall business, which last year reported worldwide net sales of $3.8 billion.
Online transactions comprise about 6 percent of sales — around $228 million — and Naggiar expects this to increase with the new Web site, which is easier to navigate, has retina display images and a slew of other features to better the customer’s experience.
Naggiar declined to detail how much she expects e-commerce sales to increase after the relaunch, but told WWD at the company’s headquarters in the Flatiron District here: “We have every expectation to grow, and our online sales will grow partly because of customer behavior itself.
“This is our online flagship,” she said. “Just like when you go to the New York flagship — you might think you know what you want to find, but you’re going to go on this journey of discovery. What we wanted to do was serve up the world of Tiffany in a bigger way [online].”
Blue Book, Tiffany’s collection of high jewelry, is showcased online for the first time, including the $2.8 million Stars and Moon necklace, comprised of 587 diamonds totaling 133.15 carats. This collection, along with engagement rings, is the only grouping not for sale on the site.
The site also has an expanded format with more space on each product page, a “See It On” feature to show the actual size and scale of jewelry on a person and a “Drop a Hint” option that notifies loved ones what gift you want. There will be quarterly style guides and an engagement ring section adapted from Tiffany & Co.’s Engagement Ring Finder app that lets users see rings on various skin tones. Significantly expanded “World of Tiffany” and “Gifts” categories will highlight editorial and a lifestyle component, respectively. A dedicated “Tabletop” section within the “Gifts” drop-down illustrates tables set for afternoon tea or an elaborate dinner party through a series of highly stylized images.
The Web site was created by an in-house digital group in conjunction with IBM and R/GA.