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BUSINESS STRATEGY • 25
WELCOME TO OUR
BEST-PERFORMING
STORE
Welcome to our Pitt Street store in Sydney,
Australia, one of the busiest PANDORA stores
in the world and our best-performing store in
2016 in terms of sales out.
Like at all our stores, the atmosphere at
Pitt Street is always warm and welcoming
despite the hustle and bustle of shoppers –
and the sales team love meeting customers
and hearing their stories. In some cases,
a customer can stay for up to two hours,
talking to the sales staff about her life and
experiences as she finds the perfect jewellery
to express her individuality and style.
There has been a recent surge in tourists
visiting Australia, particularly from China, and
many of the visitors to our Pitt Street store are
holidaymakers, keen to buy a memento of
their trip or a gift for a loved one back home.
It is not uncommon for these customers to
video call with their friends or loved ones as
they select the perfect PANDORA piece, and
sales staff often join the call, explaining about
the pieces and how they were made.
The personal approach is certainly
working. Revenue at our Pitt Street store rose
500% from 2012 to 2016. But it is not just
Pitt Street that is performing well. Sales are on
the increase in our concept stores across the
globe. In 2016, our concept stores delivered
66% of our sales revenue, an increase of 37%
compared with 2015, despite making up only
26% of our physical store network.