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The Pandora Gift Bar aimed to make Christmas shopping easy for consumers and included various features such as 'personalised' wrapping
The Pandora Gift Bar aimed to make Christmas shopping easy for consumers and included various features such as 'personalised' wrapping

Pandora Australia debuts new Christmas concept

Pandora Australia has launched a ‘pop-up’ store for Christmas, which marks a first for the company and could provide inspiration for other jewellery retailers looking to boost sales during the festive period.

The temporary Pandora Gift Bar, located at Westfield Sydney from 5 December to 11 December, was designed to take the “guess work” out of Christmas gift buying.

Customers were offered a curated selection of 10 gift sets that were tailored to various fashion styles and personalities. Sets included “popular” combinations of earrings, necklaces and bangles.

Australia and New Zealand vice president of marketing Glenda Wolman said the pop-up store had not been introduced in the brand’s other operating markets. As such, Australia could be considered as a launch pad for the concept.

“We wanted to differentiate the shopping experience with a curated offering to engage customers in a unique and personal way,” Wolman explained of the reasons behind developing the initiative.

“We have over 1,000 different pieces of jewellery and for many people it can be overwhelming to find that perfect gift,” she added.

Tech-savvy sales

One feature designed to assist customers in their jewellery selection was an interactive style-matching app.

Wolman told Jeweller customers using the app were requied to answer a series of “fun and easy” questions about the recipient’s style and personality.

“The results will then match them to the perfect gift set” she said. “Customers will also be able to select directly from the pop-up bar ‘menu’ if they feel they are a little more clued-in to what their loved one desires.”

Personalised gift-wrapping was also provided, whereby customers could select from a range of sleeves and swing tags designed specifically for the Gift Bar.

Wolman suggested similar pop-up store initiatives might be introduced in the future.

“Pandora is always looking for the next opportunity to connect with our customers in creative and meaningful ways, and will be exploring other activations in the future,” she said. 

 

The Gift Bar

The pop-up Gift Bar measured 4 m x 5 m
The pop-up Gift Bar measured 4 m x 5 m

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Sunday, 26 February, 2017 01:04am
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