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Tiffany and Co has put a 14 meter Christmas tree in a train station in London in. 2018; driving people’s attention from the rush of the day to the signature Tiffany blue corner. The tree was made in a way to spray the Tiffany & Co perfume; while the brand also established a pop-up right under the massive structure for last minute gift ideas; promoting the perfume while establishing its place in the holiday season in people’s minds (Benjamin 2018).
One of the earliest initiatives and innovation of Tiffany & Co has been to establish the Engagement Ring Finder in 2015. The app functions to help girls pick rings by virtually trying on the ring to see how it looks on their hands. The app created a digital circulation, and created a word-of-mouth effect between users and non-users. This helped establish Tiffany’s digital stronghold.
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