JNA Mar 2020

SPECIAL FEATURES 16 | JNA Mar/Apr 2020 A Pandora shop Pandora 實體店面 Pandora’s e-store Pandora 網店 Jewellery pieces by Pandora Pandora 首飾系列 “Based in Copenhagen, the group is tasked to boost the brand’s digital presence, omnichannel expertise and use of customer data to better personalise customer experience,” noted David Walmsley, chief digital and omnichannel officer of Pandora. The group is expected to become operational in April 2020. Pandora’s digital renovation started as early as 2018 through Programme NOW, which aims to foster its omnichannel capabilities. According to its annual report, various new features were launched in 2019 under the omnichannel objective, including helping customers draw up wish lists online before they head to the store. In the US, store staff can easily check their online inventory and offer to order an item in case it is not immediately available, noted Pandora. In conjunction with this, the company introduced a redesigned online store with a “mobile first” design that is faster, has better product images and improves the balance between storytelling and transactional content. Research and advisory company Gartner, in its Digital IQ Index: Watches & Jewelry Global report, said the new online store offered “a strong onsite experience, complete with feature-rich keyword search and visual filters.” The report ranked Pandora fourth among digitally competent global brands. With these achievements along Pandora’s digital path, Walmsley said the key is creating a great customer experience as a global brand. In an interview with JNA , he revealed that the newly set up digital hub’s focus is to create a genuinely connected experience between Pandora and its customers globally. “Everyone at Pandora is focused on providing great service to our customers and that does not vary between digital and physical channels,” he noted. “We need to be where our customers are. It’s important that we all stay as close as possible to our customers’ needs every day.” The approach also varies in different markets. “Our primary digital focus in some markets is selling through online marketplaces, particularly in China. We are also focused on building richer and deeper conversations with our customers across the social space in different territories.” Customers first Customers are the core of every brand, remarked Lawrence Ma, CEO of Lee Heng Diamond Group. “Digital technology is a rising trend but it needs to fit the business model of your company and the needs of the customers since they are fundamental to a brand,” Ma told JNA . Lee Heng Diamond Group is the mother company of MaBelle, a Hong Kong-based diamond jewellery brand