Pandora_Annual_Report_2018

P A N D O R A A N N U A L R E P O R T 2 0 1 8 C O N T E N T S O U R B U S I N E S S 2 1 Our Strategy Our four strategic pillars set our long-term direction and put the consumer at the centre of everything we do. To drive Pandora's future transformation and restore sustainable growth, we have initiated Pro- gramme NOW, which will transform the company across all parts of the organisation and value chain over a two-year period. INNOVATE AFFORDABLE JEWELLERY We offer timely and affordable jewellery that caters to the diversity among our customers. Charms & Bracelets constitute our largest prod- uct category, while we continue to build up Necklaces & Pendants, Rings and Earrings for a complete and balanced jewellery portfolio. We continuously create new concepts and de- sign features and launch new, culturally relevant products for different seasons and occasions. The majority of our jewellery is crafted from sterling silver, but we are also introducing other metals, mixed metals and other materials to in- crease the relevance for consumers. AGILE MANUFACTURING With the largest jewellery crafting facilities in the world, we are able to achieve agile and efficient production, reduce our environmen- tal impact, and shorten lead times. They also allow us to respond even quicker to trends and to introduce new techniques, designs and ways of working, combining advanced automation technology with traditional craftsmanship. DIGITALISED BRAND EXPERIENCE We want to provide our customers with a shop- ping experience that is personal, inspiring and seamless across our different touch points. We use data to recognise consumers and remem- ber their purchase history, so we can tailor rel- evant product recommendations and provide consumers with information that inspires their imaginations. We are increasingly using digital one-to-one marketing tools to tailor content to the individual customer and enable a more per- sonal consumer experience. WINNING IN OMNICHANNEL RETAIL The Pandora concept store continues to be our customers’ preferred channel, providing an inspiring and personal in-store experience. However, online is gaining importance and the two channels reinforce each other. We continu- ously work to improve the shopping experience to allow customers to choose when and where to visit Pandora with great service and multiple delivery options, no matter where they buy our products. 1 2 3 4 Our four strategic pillars