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Pandora Digital Strategy
- 2. Pandora Jewllery • Hand-finished • Well-positioned in the affordable luxury segment • Strong global brand • Well positioned in the market, with several drivers to fuel continued growth
- 3. GROWTH DRIVERS • Focus on branded sales channels • Capitalise on product offering • Tailored approach to new markets • Build a global brand
- 4. Websites • high-quality website attractive to the customers • utilize search engine optimization techniques • use of different keywords
- 5. Blog Post/Email Marketing • useful content is availed to target audience • getting new customers • using personalized email market • focusing on what customers want
- 6. Social Media-Youtube Come up with clear videos on regular basis Audience watch the video and develop an interest in the products Provides a platform for all the people
- 7. Social Media-Facebook/Twitter Ads: • Inform social media audience of the jewlery deal • participating in sharing Pandora • Attract new people to register • Tailor your ads to specific Facebook audiences
- 8. Inbound Marketing-design to demand Monitoring-- sales out • Sales-out closely monitored despite being a wholesaler • System monitors sales-out of Concept stores on daily basis and on SKU level • Future designs to large degree based on sales-out data
- 9. Mobile Apps • customers can make an order and pay through mobile devices • easy navigation, fast load times
- 10. Thank you for watching !
Editor's Notes
- Today I will talk about my brand-pandora, ditgital strategy.Pandora is associated with retail and lifestyle industry as it deals in jewelry and stones. It is a retailer as well as a manufacturer of jewelry. This international company is of Danish origin and was founded in the year 1982 by its founder Per Enevoldsen. This publicly traded company occupies the third-largest position in the global arena in terms of sales figures. It faces competition from several rival brands like-Tiffany & Co.Cartier
- Vision: Become the most famous jewelry brand in the worldMission: Provide quality, exquisite, modern and Guinness JEWELLERY to women around the world at affordable prices. Pandora has created a niche place for itself by working diligently and ensuring high quality of products. It offers modern as well as hand-made jewelry made by the highly skilled workforce and craftsmen. In the year 2017 alone the brand shipped more than 117 million pieces from its crafting facility in Thailand Some industry watchers feel that Pandora’s ubiquitous bead charm bracelet has peaked as a phenomenon, and that customers are ready for more from the brand. Last year, non-bracelet sales for Pandora, particularly of stackable rings, grew at a double digit pace. Others have expressed concerns that in attempting too many different types of jewelry, Pandora will dilute the brand’s considerable appeal.
- Upgrade multi-brand retailers Increase branded points of sale, in particular Concept stores and Shop-in- Shops Deepen penetration in existing markets Leverage and renew existing product categories Capitalise on product offering • Penetrateindependentretailersintraditionalhigh-spendjewellerymarkets • Seize opportunities in emerging markets through mono-branded space Tailored approach to new markets • Applymarketingandcommunicationconsistently • Increase brand awareness
- The firm needs to hire technology experts to develop a high-quality website that is attractive to the customers. To converts leads into sales, the website must have a clear display of shiny jewels to attract more customers. Furthermore, they should utilize search engine optimization techniques to ensure the customers access the website with ease. Also, the usability of the website needs to be friendly to all customers. Individuals must fight easy time to navigate through the websites and even place online orders if they are interested in the products. All the information about the products on the website must be detailed to allow customers to make informed decisions about their purchases. To ensure the website remains on the first page of search engines, the firm should make use of different keywords such as Pandora jewelry online market, Pandora rings, The Pandora bracelets, Pandora jewelry stores, Bracelet charms at Pandora, and Pandora jewelry among many other.
- The Pandora brand has been using blog posts for advertisement and getting new customers. The most common blog topics are Germ Gossip, Gem Obsessed, The Jewelry Loups, Jewelry fashion tips all categorized under charming blog. Some other blogs are: As Charming as Pandora, A fresh, new face for Pandora. Various blogs have been sent in response to Pandora jewelry products. For instance, during the Pandora Disney Autumn 2018 Collection, the Pandora group celebrated a brand new addition to the Pandora Disney Range and during the Pandora Spring 2018 Review Round-Up where many new pieces of its jewelry were availed to customers (Dauriz, Remy, and Tochtermann 27). In this way, useful content is availed to target audience and it translates to a profitable customer action. Hence, marketing of Pandora jewelry is strategically based on a content marketing approach. Email Marketing The Pandora brand can use the email marketing strategy by observing specific things such as: focusing on what customers want, keeping it simple, using personalized email market sparingly and giving customers what they need. Target audience involves identification of the potential buyers and availing information via their mails.
- Pandora relies heavily on its print media and advertises through fashion magazines. It also uses social media platforms because it recognizes its enormous influence on the new generation. Advertising campaigns are presented through viral marketing strategies on YouTube, Facebook, Twitter and official websites. There are two points about this campaign that are especially of interest to the jewelry brand. The first is the multi-channel nature of the roll out. In addition to website content, Pandora has made use of TV, print, and social media to connect with their customers. No matter which platform you encounter “The Art of You” campaign on, you’ll find the content to be consistent with that presented on other platforms: in other words, the TV ad looks & sounds like social media content, which looks like what you’ll find on the Pandora website and in print advertising.
- Pandora relies heavily on its print media and advertises through fashion magazines. It also uses social media platforms because it recognizes its enormous influence on the new generation. Advertising campaigns are presented through viral marketing strategies on YouTube, Facebook, Twitter and official websites. +1.9 million PANDORA fans on Facebook +4.3 million PANDORA Club members +440,000 digital PANDORA Magazine readers 40 million visitors on www.pandora.net in 2012 Digital wish list available through PANDORA Club PANDORA iPhone and Android apps downloaded more than 1.5 million times Other current social media platforms
- The primary aim of inbound marketing is to develop strategies for improving the performance and the sales of the company. Pandora should identify the target client through methods such as a customer segmentation ensure that the promotional activities are highly customized. In this case, the firm targets models, celebrities, and young people, thereby, the message should fit the groups. Understanding the audience help in designing the right content for online advertising (Baltes, p 111). Pandora needs to focus more on the display of its products since it is the only way to create a strong content for the products. All the images of the jewels must be clear enough to convince the consumers to make a purchase.
- Mobile Apps In the modern technological environment, customers demand that the websites should be accessible using different devices. Developing a website that can be accessed with a mobile device goes a long way in enhancing customer experience and converting leads into sales. The jewelry purchase is mostly emotional and impulse buying. Therefore, to maximize sales, the company should ensure that the website and any other online outlet is mobile devices friendly, customers can make an order, and pay through mobile devices. Some of the features of the mobile apps include easy navigation, fast load times, and browser consistency (Ryan). All the attributes ensure that the applications are user-friendly thus increasing customers’ satisfaction. Pandora needs to invest heavily in social media marketing to meet its objective of reaching a wider market. Furthermore, it should continuously evaluate its media outlets to ascertain their suitability and track customer trends regarding their social media preferences.
- Thank you for watching !