FMP visit to Pandora

Visit Pandora

I wanted to find out more about Pandora. Having a large store in Birmingham, I took my chance to go there on my half day, as well as get a bit more information from other stores as a comparison.

I saw how the sales assistant communicated with the customers. She was helping a couple pick a charm for a birthday. The women was undecided about what she wanted and the sales assistant was asking questions to get to know what charms she normally picked.

Another sales assistant became free, so I first asked her what are the most popular charms at the moment. She showed me the Murano Charms. They've sold well over many years. I then asked if customers come in to buy charms for any occasions, gifts or, just for themselves. She told me that a majority come in to buy the charms for occasions like birthdays.

I asked about the range and the help they give to the customer to find the charm that they want. The range has hundreds of charms and they are bringing new ones out for each new season. This gives the public a great range to chose from. As for the service they give to the customer, she began to tell me how they ask questions about the buyer. They take time to get to know them to help them choose the right charm. Asking them if it's a gift and if so, what occasion it is for. They ask them what charms they already have, if they go for more of a bright shiny charm, or ones that have more engraving. They even have customers come in with photos of things like specific colours, or even animals like butterflies, and they help them find the charm that matches it.

They try to get to know the personality of the buyer, asking them questions about other items of jewellery they have and what their favourite piece of jewellery. They get to know your tastes so they make sure you leave with something that your happy with.

After listening to the sale assistant, it was nice to see that a brand is taking pride in giving the public something that represents part of their personality. The charms are as personalised as a bespoke piece of jewellery, and seem to really help they customer to find something that suits them. It also seems that the charms are bought for gift and occasions more then anything else. This confirms what people have said in my survey. There is a need for new charms that have different meanings, and symbols to cover the range of occasions the customer wants.