Mastering E-Commerce Growth: Insights from Pandora’s MarTech Journey

The Evolution of MarTech at Pandora

Pandora, best known for its customizable charm bracelets, is a global powerhouse in the jewelry industry. But beyond its iconic products, Pandora is also a leader in using cutting-edge  marketing technology (MarTech) tools, to enhance customer engagement and drive sustainable growth. Katharina Hanke, a MarTech Product Manager at Pandora, revealed how the brand leverages technology to expand its customer base and deliver personalized experiences at scale.

“For us, growth in MarTech is about building the foundation with technology and data,” Hanke explained. “This foundation supports everything from expanding our customer base to enhancing brand awareness and personalizing the shopping experience.”

Customer-Centric Growth: The Key to Success

One of the core strategies Pandora employs is focusing on customer acquisition. While returning customers are always valuable, Hanke noted that Pandora’s current strategy is heavily geared towards attracting new customers. This requires a deep understanding of who these potential customers are and what they need.

“MarTech plays a crucial role in identifying and targeting customers across our website and paid media channels,” Hanke said. “By leveraging data, we aim to tailor advertising content and recommendations to meet the needs of both new and returning customers , which is essential for driving growth.”

This customer-centric approach is underpinned by a sophisticated data infrastructure that enables real-time insights. Hanke emphasized the importance of having accurate, accessible data to inform decision-making processes. “Having a solid data foundation is critical,” she added. “It’s not just about collecting data; it’s about ensuring it’s available in real-time and is actionable.”

The Power of Global Product Feeds

Pandora’s success in managing its vast product catalog across multiple markets is largely due to its global product feed system. This system, powered by Channable, allows Pandora to standardize product information and content across different regions, ensuring consistency and efficiency.

“Channable has been instrumental in our paid media efforts, especially in managing Google Shopping campaigns,” Hanke explained. “We’ve been able to standardize our product feeds globally, which has streamlined our operations and allowed us to focus more on growth.”

This global approach has proven to be both efficient and effective, enabling Pandora to maintain a consistent brand presence across diverse markets while also adapting to local needs.

Lessons in Implementation: The Challenges of Going Global

Despite the successes, Hanke also shared some of the challenges Pandora faced in rolling out global solutions. One of the key takeaways was the difficulty of balancing global consistency with local autonomy. While a standardized approach has its benefits, allowing individual markets too much decision-making power during the implementation phase can complicate the process.

“Rolling out a software solution across 25 or 30 markets is a significant challenge,” Hanke admitted. “In hindsight, a fully global approach might have been easier than giving each market too much autonomy. It’s all about finding the right balance.”

Reaching the Right Audience: Advice for Software Vendors

For software vendors looking to partner with companies like Pandora, Hanke offered some practical advice. The key, she said, is relevance. “If you’re going to reach out, be relevant,” she emphasized. “Make sure your solution aligns with our needs. LinkedIn is my preferred channel for initial contact, as it allows for a more personalized and direct interaction.”

Hanke also highlighted the importance of word-of-mouth recommendations from existing partners, which play a crucial role in Pandora’s decision-making process. “We value recommendations from our current partners highly,” she said. “It’s a powerful way to build trust and credibility.”

The Future of MarTech at Pandora

Looking ahead, Pandora’s MarTech strategy will continue to evolve as the company explores new ways to leverage data and technology. With tools like Channable (Product Feed Management tool) and Customer Data Platforms, Pandora is well-positioned to stay ahead of the curve, using real-time insights to drive customer engagement and business growth.

“MarTech is at the heart of our growth strategy,” Hanke concluded. “As we continue to expand globally, the ability to deliver personalized, data-driven experiences at scale will be key to our success.”

Conclusion

The insights shared by Katharina Hanke at the eCommerce Masterminds event highlight the critical role of MarTech in driving sustainable growth in the e-commerce sector. By focusing on customer acquisition, leveraging global product feeds, and ensuring a robust data foundation, Pandora is not just keeping pace with the competition—it’s setting the standard for how brands can thrive in a rapidly changing digital landscape.

For e-commerce brands looking to scale, the message is clear: invest in the right technologies, focus on data-driven decision-making, and always keep the customer at the center of your growth strategy. The future of e-commerce belongs to those who can master these elements, and Pandora is leading the way.