Jewellery brand Pandora has launched its online store in Australia, as part of an effort to make the company "omnichannel".
The advertising push for the web store will be incorporated into existing above the line marketing, said Pandora's Australia/New Zealand digital marketing and e-commerce manager Alec Goins, when speaking to AdNews.
"We are focused on providing a seamless consumer experience across our in-store and online channels, so the advertising and marketing for the Pandora Online Store will be integrated into our existing ATL activity. This includes digital, social, TV, print and outdoor campaigns.
"The Pandora online store will be incorporated into our strong performance media program for our brand website which consists of SEM, programmatic display and social," Goins said.
Goins also confirmed Pandora, in Australia, will continue to work with digital media agency iProspect.
"They are responsible for driving traffic to Pandora.net and our Australian online store. This includes digital brand and performance media," said Goins.
Goins also confirmed the brand would look to other formats and ad products including Google product listing ads and the Facebook Carousel format, which is soon to be updated to include video.
“Today’s customers are digitally savvy and they expect brands to be consistent with information and service, whether they are in-store, online or on mobile. We are pleased to be able to deliver the experience that our consumers have come to expect,” said Pandora's Australia and New Zealand president Brien Winther.
In June this year Dentsu Aegis-owned digital performance marketing agency iProspect was named the digital media agency for Pandora Jewellery Australia, following a competitive pitch.
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