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Analyze the Tiffany & Co Case (available to purchase via Course Pack under Syllabus) and answer the following questions:
List and discuss some of the benefits of luxury brands moving into the omni-channel market space. What are some of the potential pitfalls?
Cite some examples of brands (outside of the luxury domain) that have succeeded well in omni-channel retailing. What are some of the reasons for their success?
If you were the marketing and communication manager for Tiffany, discuss the key considerations (in terms of external market factors and internal organizational considerations) for the introduction of Omni-channel retailing in Singapore? Justify your answer with statistics provided in the case.
Discuss the aspects of business operations that you (as the marketing and communications manager) would pay specific attention to, if you considered bringing the Tiffany brand into a full-scale omni-channel platform, in relation to the following: a) store operations, c) branding, and c) customer service.
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