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Pandora sets its sights on shift to fully omnichannel customer experience by 2026

Image courtesy of Pandora

Pandora says that by 2026 it will be able to offer customers around the world a fully omnichannel experience, in which they can move seamlessly between online and the store in the course of their research and purchase.

The move is part of the Danish jewellery brand’s Phoenix strategy, built around the four pillars of brand, design, personalisation and core markets, as it aims to become the largest and most desirable brand in its affordable jewellery market. 

In doing so Pandora will be building on existing multichannel functionality, including click and collect and return to store. The shift to omnichannel will come as the brand completes a move to a new commerce platform, based on SAP S/4HANA Cloud as its new ERP (enterprise resource planning) system, by 2026. The new ERP will focus on finance, inventory and the end-to-end business processes that reflect the customer experience and is intended to manage operational data, increase transparency and improve productivity across the organisation and franchise stores. One important result will be that customers will be able to see the real time availability of products in a way that doesn’t always happen when the three current systems are not synchronised.

“After a turnaround period where we needed to reconnect with our core customers and focus on core Pandora DNA and products such as the Moments bracelet and charms, we are now at a scaling stage,” says David Walmsley, chief digital and technology officer at Pandora.

He adds: “Some talk about ‘taking away the pain of shopping,’ but at Pandora we want to celebrate shopping and make it a personal experience where we, due to SAP technology and our other digital tools, understand you, surprise you and delight you. We are in the business of selling memories, so for Pandora combining store and technology is where the magic happens. If we do this right, we are not only creating convenience for our customers, we are creating brand ambassadors.”

Pandora will be working with Accenture to support the shift to SAP. As well as SAP S/4HANA, Pandora is also using SAP Customer Activity Repository and SAP Business Technology Platform. 

Pandora jewellery is sold in more than 100 countries, through 6,400 points of sale incluing more than 2,400 concept stores. 

Pandora is ranked Top100 in RXUK Top500 research

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