Pandora has rolled out a new ERP system to support its ongoing digital transformation.

The new system, which has an SAP enterprise management solution at its core, aims to standardise, simplify, and connect the jewellery brand’s business processes.

As part of the move, the company is combining digitalised processes with user-friendly dashboards to enable its staff to spend more time with customers.

Pandora is also looking at how it can use the embedded AI capabilities of the enterprise management solution to ensure store associates are spending less time in the back office.

The new technology forms part of its wider digital strategy which is focused on enhancing the consumer experience.

Headquartered in Copenhagen, Denmark, Pandora sells jewellery using only recycled silver and gold materials.

The company, which employs 37,000 people, and had revenues last year of DKK 31.7 billion (€4.2 billion).

“I truly believe that business is technology, and technology is business,” said Mariane Heidingsfelder, Pandora’s senior vice president of business transformation. “In our journey of growth, we are really digitalising our business end-to-end, from manufacturing all the way to our offices and our colleagues, and all the way to our stores and the way that consumers interact with us in a very personalised way.”

She added: "At the store, we are leveraging multiple technologies,” Heidingsfelder said. “We definitely want to simplify the way our stores operate, so we’re trying to have one place for the store associates to be able to get all the information they need in order to have those conversations with the consumer.”

Earlier this week, Pandora revealed it has been working in partnership with Amazon to uncover and shut down a sophisticated criminal network responsible for selling counterfeit jewellery in several European countries.

Pandora primarily sells its jewellery through a global network of over 2,700 stores and its online store.

The company does not sell its jewellery through the Amazon store but is working with the online retailer to combat counterfeit items.

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