9 FEBRUARY 2022 | INTERIM FINANCIAL REPORT Q4 2021 | COMPANY ANNOUNCEMENT No. 690| page
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Personalising the consumer journey continues
Pandora is built on the concept of personalisation. Personalisation is also one of the growth pillars in the Phoenix
strategy, aiming to drive a more seamless and personalised customer experience. Pandora opened three new concept
stores in Q4 2021 testing a new store format. The stores opened in London UK, Milan Italy and Guangzhou China, and
show initial promising results. The stores aims to make shopping more intuitive and will improve speed of service,
enabling customers to easily explore, find and try on products. Pandora plan to roll out further 10 stores in Q2 2022
in China, US, Germany and France to test the concept further.
Part of the design in the store concept is to successfully cater for omni-channel capabilities such as Click and Collect
(C&C) which Pandora now offer in the majority of concept stores in its key markets. In Q4 2021, and especially
December, C&C performance was strong and reached 21% and 26% share of online business in US and Australia,
respectively - the highest among the key markets. Additionally, Pandora continue to see encouraging results from
personalised marketing activities online, such as email marketing which grew approx. 80% vs 2019 and reached DKK
255 million in the quarter. This cements the opportunity in the new loyalty programme as Pandora will be able to
target the consumers directly with content of their interest. Today the new loyalty programme is only operational in
China, but in Q2 2022 Pandora will also launch the programme in France with more markets to come later in the year.
Pandora continued to successfully reduce promotions in Q4 vs both Q4 2020 and Q4 2019, and is now approaching
the right level of promotions for the brand. The lower promotions were especially noticeable around Black Friday,
which did not include any extended promotions in Q4 of this year as it did last year. In US, where Black Friday is biggest,
Pandora also took the Black Friday discount offer down from 35% in 2020 and 2019 to 30% in 2021. Despite lower
promotions, Black Friday was larger than last year. In key markets, the number of promotional days in physical stores
was furthermore lowered to 31 days in Q4 2021 compared with 37 days in Q4 2019. Online, there were 38
promotional days across key markets in Q4 2021, in line with Q4 2019.
Pandora’s strong brand position was maintained in Q4 2021. Pandora has kept marketing spend high throughout 2021
as a clear ambition to stay top of mind with consumers. This is paying off as one third of all Google searches for
branded jewellery in Q4 2021 and throughout 2021 was for Pandora. Unaided brand awareness was strong in Q4
2021, and still differs from market to market depending on maturity. The relative gap to competitors was unchanged
in Q4 2021.
Throughout 2021, Pandora has provided additional growth KPI’s vs 2019 to make it easier to interpret performance
during the pandemic. Going into 2022, and as the impact of the pandemic is expected to ease, Pandora will simplify
the performance KPI’s and shift focus back towards year-over-year organic growth. This is aligned to the Phoenix
target and guidance. Pandora will continue to supplement with sell-out growth performance. Acknowledging that
comparison with 2021 is impacted by the pandemic as well as the unusual US growth in 2021 Pandora will – for
selected dimensions - report the organic growth vs 2019 as an additional datapoint to understand underlying
performance. For this reason, Pandora will no longer provide sell-out growth vs 2019. The new set of KPI’s will be
introduced in Q1 2022.