Posted on March 18, 2011
There was a lot of interest in Pandora’s mention of e-commerce in its prospectus. Its annual report (PDF) was released this week, and includes two more references to e-commerce:
In 2011, PANDORA will increase the focus on translating our marketing strategies to the digital space, building a meaningful relationship with the target audiences through an engaging digital experience – whether it will be through our website, e-commerce, the PANDORA Club or social media. [p. 14] ….
In 2010, PANDORA focused on building brand awareness in all markets and positioning the brand as an affordable luxury jewellery brand through TV, printed and outdoor advertisements, brochures, digital media, and points of sale. In 2011, translating marketing strategies to the digital world will be further strengthened through website, ecommerce, PANDORA Club and social media activities. [p. 31]
Whatever happens with Pandora the company, it should be noted that there are already jewelers selling its beads online now.
- The company repeatedly says its aim is to become a “global brand." It is also concentrating on “branded points of sale” …
PANDORA [will] focus strategically on increasing the number of PANDORA-branded points of sale as branded sales strengthen the perception of the brand in the retail environment and allow PANDORA to expand the product offering further than through unbranded points of sale. In 2010, PANDORA continued upgrading the existing customer base as well as rolling out new stores. This substantially increased the number of branded points of sale in 2010 compared to 2009. Branded points of sale include Concept stores, Shop-in-Shops and Gold stores. [p. 10]
- Interesting stuff. For more from the report, check out our story today and this Wall Street Journal report.
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