Pandora’s flagship Pitt Street retail space in Sydney, which opened in December 2010, is the latest store to be refurbished with the ‘Evolution’ design.
The company began implementing the Evolution concept across Australian and international brand-only stores earlier this year in an effort to improve customer engagement.
“Times are changing in the retail industry and today’s consumers have come to expect an exciting and personalised shopping experience,” Pandora Australia president Brien Winther explained.
The opening of the new-look store was marked last week with a relaunch event that was attended by more than 200 loyalty club members.
The opening of the new-look store was marked last week with a relaunch event that was attended by more than 200 loyalty club members.
“We are very excited to offer our customers this incredible shopping experience,” Winther said. “The new layout allows our team members to provide more personalised service [and] customers are able to better view our full jewellery range.”
While the Pitt Street store size remained unchanged, the space was said to have been utilised more effectively, creating a larger area for browsing and improving traffic flow. As part of this, separate selling stations were installed to allow customers to stand side-by-side with Pandora staff rather than engaging with them over the traditional counter.
Other key elements of the new design included elevated platforms to display product and an interactive digital space that allowed customers to learn more about the brand’s jewellery, read its magazine and join its loyalty club.
Winther said a number of franchise stores had been refurbished with the new-look Evolution concept and that over the course of 2016, “Evolution elements” would also be available to independent Pandora stockists.
New role
As previously reported by Jeweller, Winther, who was Pandora’s former vice president of sales and business services in Australia and New Zealand, was recently promoted to the role of company president after past president David Allen moved to Denmark to take up a newly created position.
Commenting on his new role, Winther said, “David has done an amazing job in steering this business over the past three years. I have been working in the business since 2011 alongside David and our terrific team, so I know the business very well and understand the direction we want to head. We also have six [vice presidents] that are outstanding in their fields, so I have wonderful support.”
Pandora has a presence in more than 90 countries. It currently has more than 100 brand-only concept stores in Australia and New Zealand.
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