Pandora, a jewelry and accessories retailer, has seen a surge in popularity in recent years, especially with its line of charms and charm bracelets.
With a vision to become the “world’s most recognized jewelry brand,” Pandora also has a mission “to offer women high quality, hand-finished, modern and genuine jewelry at affordable prices,” said Phillip Kennedy, Director of IT for Pandora, in an interview with Retail TouchPoints. “The vision and missions both are communicated throughout our entire organization.”
To ensure all customers have a great experience while browsing and buying, Pandora has recently increased its investment in customer relationship management (CRM). After initially implementing Microsoft Dynamics in 2009, CRM “has evolved into a system that touches almost every aspect of our business — from marketing to sales, merchandising and consumer affairs,” Kennedy said. Microsoft Dynamics also plays a role in IT management and operations, and helps the retailer develop comprehensive reports for various areas of the business.
“We needed a system that provided the tools to better capture data being collected by our visual merchandisers in the field,” Kennedy explained. Measuring and monitoring visual merchandisers’ performance, as well as overall merchandise compliance, became more important to Pandora as the business grew.
Pandora will update its system to the 2013 version of Dynamics to “focus on the new process-driven user interface changes and mobile capabilities that are available,” Kennedy said. “One of our goals is to provide our field team with a touch device and give them access to a CRM system to support an interactive conversation with consumers.”
With the CRM update, Pandora field representatives will be able to review consumers’ history with the brand, answer questions and make product recommendations, Kennedy explained. “Providing this in a compact, easy-to-use format is critical for our teams.”
Leveraging Data Across The Organization
Customer data, such as buying history and detailed demographic information, is captured and managed within the Dynamics platform. Additional data streams integrated into the CRM system include: account business and marketing plans, campaign events and participation, physical store information, advertising design and delivery flow, sales history, POS sales and inventory tracking.
“This information enables our field representatives to monitor their own performance, as well as their store’s performance,” Kennedy said. With this information, team members also can “assist in answering any questions and providing guidance to help their business grow.”
All Pandora employees tap the CRM system as a “one-stop-shop to answer business questions,” Kennedy said. And as the Pandora business evolves with consumer demands and trends, Dynamics can grow with it.
“Our overall commitment to the platform is evident in our close collaboration with our business departments and development team, and has increased the capabilities and possibilities of the business,” Kennedy said. “We have gone through a number of iterations on many of our CRM workflows based on current business needs. When working for a growing company it is very important to work in an agile fashion.”