Case StudyOUTDOOR & SPORTING GOODS

PUMA Goes Mobile and Global

PUMA relaunches sites, opens up shop in nearly two dozen geographies and optimizes sites for mobile commerce.

For 65 years, PUMA has helped athletes maximize their performance. Since 2009 the company has worked on accelerating its own performance as part of its mission to be “forever faster.”

The world’s third largest sports and lifestyle brand put its commitment to speed to the test when it decided to mobilize and globalize its ecommerce activities in 2013. In a matter of months, PUMA launched 25 sites, including relaunching two sites, and rolled out 23 new European ones; it now has a dedicated online presence in 26 countries including Russia, the US, Canada and China.

“Demandware has been part of our ecommerce landscape since 2009,” said Tom Davis, Global Head of eCommerce at PUMA. “They understand our plans for international growth, mobile commerce and ‘hyper-localization,’ and its platform helps translate our ideas into reality.”

CONTENT + COMMERCE

One of the key digital initiatives at PUMA for the past two years has been merging its traditional brand site with its ecommerce business. It has already unifi ed these sites in select countries and will merge its brand and commerce sites throughout the rest world by the end of 2016.

“Demandware has been the core platform we have used to bring content and commerce together. Our brand site (www.puma.com) should represent not only the best of our storytelling and product content but also allow customers to shop without having to break away from the content experience.”

Davis says that traffi c and revenue jumps 10-12% within days of each successful “unifi ed site” market launch.

Prior to embarking on its transformation, PUMA targeted individual markets in divergent ways, resulting in nine disparate teams supporting three platforms and a

PUMA &DemandwareA Dynamic Duo

26 countries

8 languages

9 currencies

3+ million visitsper month

variety of marketplaces. The decentralized approach prevented PUMA from growing its online presence - particularly for mobile commerce and emerging markets.

“Mobile is becoming the dominant device for connectivity for all markets, so we have to ensure our customers see the same product, promotion and account information on their tablets and smartphones as other devices, and that they have the same brand experience,” said Davis.

PUMA worked with Demandware to leverage responsive web design across all 26 of its sites, which has been an important contributor to its success, says Davis.

For example, on Black Friday 2014, mobile traffi c on its US site increased by 55% compared with the previous year.

But Black Friday and Cyber Monday are no longer just American events, and PUMA saw signifi cant growth on a global basis. Online revenues during Thanksgiving weekend 2014 doubled in Europe and increased by 600% in Russia compared with last year.

PUMA’s sites provide a localized experience through integration with social networking tools and payment technologies; the European sites feature four languages and three currencies.

“Our customers need different experiences in different markets. Demandware has made this differentiation simple and executable on a global scale,” says Davis.

#FOREVERFASTER

In late 2014, PUMA launched a new brand campaign called FOREVERFASTER. PUMA, together with Demandware, has taken this brand campaign literally, having successfully migrated and replatformed the EU business in under 140 days, the North American business in under 75 days and Russia in under 60 days.

Further, as new trends emerge and technologies mature, the Demandware Commerce Cloud will provide PUMA with the agility it needs to adapt, which will help capture and nurture new customers to support its global expansion.

Maximizing revenue generation isn’t important just for PUMA; Demandware Commerce uses a unique business model based on revenue share and long-term shared success.

“With Demandware, we have an ecommerce partner and platform that is aligned to our roadmap and supportive of our product innovations,” says Davis. “As a result, we can drive global growth and customer retention through greater mobile engagement and more compelling ‘shoppable’ content.”

Case StudyOUTDOOR & SPORTING GOODS

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But Black Friday and Cyber Monday are no longer just American events, and PUMA saw signifi cant growth on a global basis. Online revenues during Thanksgiving weekend 2014 doubled in Europe and increased by 600% in Russia compared with last year.

PUMA’s sites provide a localized experience through integration with social networking tools and payment technologies; the European sites feature four languages and three currencies.

“Our customers need different experiences in different markets. Demandware has made this differentiation simple and executable on a global scale,” says Davis.

#FOREVERFASTER

In late 2014, PUMA launched a new brand campaign called FOREVERFASTER. PUMA, together with Demandware, has taken this brand campaign literally, having successfully migrated and replatformed the EU business in under 140 days, the North American business in under 75 days and Russia in under 60 days.

Further, as new trends emerge and technologies mature, the Demandware Commerce Cloud will provide PUMA with the agility it needs to adapt, which will help capture and nurture new customers to support its global expansion.

Maximizing revenue generation isn’t important just for PUMA; Demandware Commerce uses a unique business model based on revenue share and long-term shared success.