PANDORA Annual Report 2017

P A N D O R A A N N U A L R E P O R T 2 0 1 7 O U R B U S I N E S S 2 0 C O N T E N T S MARK E T I NG In order to strengthen our brand and drive con- sumer traffic, we engage with consumers through a wide variety of channels, from TV advertising and social media through to our interactions with them in our stores and websites. Through these interactions, we listen to our consumers to ensure we provide a better personalised shopping experience and understand what they want from PANDORA as both a product retailer and a brand. These insights are fed back into relevant parts of the value chain through our Consumer Insights team. With the PANDORA brand experience, we want to inspire women across all consumer touch points. It is a unique experience that gives PANDORA a dis- tinct and competitive market position, and is based on our consumers’ needs and desires, as well as the PANDORA brand values and brand pillars. We focus on a personal and relevant experience for every one of our customers, and tell inspiring and engaging product stories. We also strive to take care of each of our customers, giving them best-in- class service across all touch points before, during and after their purchase. These elements create a unique brand experience that sets us apart from our competitors. R E TA I L PANDORA jewellery are available in thousands of points of sale in over 100 countries through our concept stores, eSTOREs, online partners and other points of sale. We work to ensure that our consumers have a personal PANDORA shopping experience wher- ever they meet us, whether in a PANDORA con- cept store, online or other points of sale. Our concept stores are the ultimate place for inspi- ration, guidance and personal advice. Here, our consumers can touch and feel our products to fully explore our jewellery universe. Our concept stores are either owned and oper- ated (O&O) or franchised. O&O is our preferred model, but whether we choose to own and oper- ate stores ourselves or work with franchise part- ners depends on a number of factors, including store location and market needs. Our franchise partners and regional retail teams see a collection a few months before launch. Whether they work in O&O stores or franchise stores, we see the dedicated people in our stores as PANDORA ambassadors. Every day, they inspire and guide our consumers, helping them to choose the right jewellery for any moment or occasion. Prior to launching a new collection, we provide the people in our stores with the Each new collection is supported by an extensive marketing and sales toolkit, including a full range of materials, from advertisements and PR to point- of-sale materials, that enhances the consumer experience and tells the full story of our product collections. Our Marketing teams start this work when the collection is still in the design phase. Prior to launch, we promote new products through our digital channels, including our network of bloggers and influencers. knowledge and information they need to under- stand the new products, so that they can inspire each individual consumer they deal with. With a large number of O&O stores, we are a fully integrated retailer with control of our dis- tribution. This enables us to analyse how our in-store product presentation best inspires con- sumers – and means we can balance our inven- tory across the entire value chain to ensure that the right products are available at the right stores. 2 0 1 7 I N NUMB E R S 10.7 MILLION PANDORA CLUB MEMBERS BY YEAR END 13 MILLION FACEBOOK FOLLOWERS BY YEAR END 8 out of 10 WOMEN KNOW PANDORA 570 THOUSAND ONLINE WISH- LISTS CREATED 250 MILLION VISITS ON OUR CONSUMER WEBSITES 2 0 1 7 I N NUMB E R S 2,446 CONCEPT STORES 5,348 OTHER POINTS OF SALE 170,000 E-LEARNING MODULES COMPLETED GLOBALLY 974 O&O CONCEPT STORES 19 ESTORES THE WOR LD ’ S MOS T R E COGN I S ED J EWE L L E RY BRAND L ARGE AND P ROF I TAB L E D I S T R I BU - T I ON NE TWORK