Pandora has set up a new digital division to boost its online sales through the likes of personalisation and data analytics.
Located in Copenhagen, the new division will bring together software engineers, designers and analysts to focus on evolving Pandora’s digital customer experience and drive online sales.
The group will also look at how to strengthen Pandora’s ability to capture, analyse and apply customer data for personalisation purposes.
Pandora said the new division would become operational in April. The company expects to hire around 80 new employees this year, with further expansion in 2021. Key roles will include product managers, digital engineers, operations managers, strategy managers and data analysts.
David Walmsley, chief digital and omnichannel officer, said: “How we derive the benefits from technology and data to create a great customer experience is key for us as a global brand. Today marks the next stage in Pandora’s digital transformation, as we make this significant investment in our technological capabilities.”
Peter Holmberg, CIO at Pandora, said: “Data-driven customer growth is a strategic bet for Pandora and our ambition is to become best in class at personalisation within 2-3 years. This group will be instrumental in delivering on our aspirations within advanced data analytics.”
Pandora’s Programme NOW seeks to improve the company’s brand position while reducing costs. The retailer launched a new website design in August and aims to create a“digitalised brand experience”, which essentially means using data to recognise customers and provide them with tailored product recommendations and marketing.
