{"id":11437,"date":"2021-08-11T18:32:05","date_gmt":"2021-08-11T13:02:05","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=11437"},"modified":"2024-06-10T11:33:16","modified_gmt":"2024-06-10T06:03:16","slug":"puma-tech-domincation","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/","title":{"rendered":"How PUMA Used Tech To Dominate The Sportswear Market In India"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f8b6bc865c7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f8b6bc865c7\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/#here-are-the-top-4-takeaways-from-the-podcast\" title=\"Here are the top 4 takeaways from the podcast:\">Here are the top 4 takeaways from the podcast:<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/#data-equals-currency\" title=\"DATA EQUALS CURRENCY \">DATA EQUALS CURRENCY <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/#digital-first-social-first-route\" title=\"DIGITAL FIRST; SOCIAL FIRST ROUTE\">DIGITAL FIRST; SOCIAL FIRST ROUTE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/#intuitive-shopping-platform\" title=\"INTUITIVE SHOPPING PLATFORM\">INTUITIVE SHOPPING PLATFORM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/#keeping-up-with-the-consumers\" title=\"KEEPING UP WITH THE CONSUMERS!\">KEEPING UP WITH THE CONSUMERS!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/puma-tech-domincation\/#to-sum-things-up\" title=\"TO SUM THINGS UP\">TO SUM THINGS UP<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>PUMA credits its rise to being the numero uno sportswear brand in India to tech. The brand has gone the full mile \u2014 mining data on a day-to-day basis, investing in marketing automation and digital marketing, making the eCommerce site more intuitive with AI, building product collections to suit search trends on Google &amp; social media \u2014 to bring tech to the very core of its operations.<\/p>\n\n\n\n<p>In 2020, PUMA generated a global revenue of roughly 5.23 billion euros. And its <a href=\"https:\/\/in.puma.com\/in\/en\/mens?utm_source=GGL-SEA&amp;utm_medium=PS&amp;utm_campaign=PS_GGL_SEA_DSA_OTH_Brand_New&amp;utm_aud=OTH&amp;utm_obj=OLC&amp;gclid=Cj0KCQjw4cOEBhDMARIsAA3XDRjlE6CnEdnZ_y_dOvl35F5kNTnbmWBdk5wCfDq2izdURhnv_kQ9ngwaAohUEALw_wcB\" target=\"_blank\" rel=\"noreferrer noopener\">eCommerce<\/a> revenue increased by more than 60%. We recently spoke to Shreya Sachdev, Head of Marketing at PUMA in <a href=\"https:\/\/www.vue.ai\/resources\/podcasts\/puma-india-leveraging-technology\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Retail Podcast<\/a> by Vue.ai. The podcast has some interesting insights on how Puma is leading the sportswear industry in India by betting on tech. We thought you should know this! <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"here-are-the-top-4-takeaways-from-the-podcast\"><\/span>Here are the top 4 takeaways from the podcast:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"data-equals-currency\"><\/span>DATA EQUALS CURRENCY <span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p> Understanding the shopping intent of each shopper requires the use of the right data to be analyzed and put to good use. That\u2019s the only way brands can scale customer experiences. Having said that, <a href=\"https:\/\/www.vue.ai\/blog\/vuecommerce\/retail-personalization-in-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">Data is currency<\/a>. It&#8217;s important for retailers need to be front and center in its creation, its management, and it&#8217;s deployment. PUMA has jumped on the bandwagon in understanding what shoppers are looking for. They are now able to identify what shoppers need, when they need it and how they need it and provide it seamlessly. <\/p>\n\n\n\n<p>Again, it&#8217;s true that data forms the very basis of inventory management. Analyzing the right kind of data and making adjustments can never be one size fits all approach. It certainly is an iterative process to fit every customer persona. <strong><em>\u2018Every week you look at the data and say, this is what&#8217;s working well this is  is not working well. This is what is turning out to be a consistent trend and we must do something to capitalize on it. And that&#8217;s really how we operate\u2019<\/em> says Shreya.<\/strong><\/p>\n\n\n\n<p>That essentially means that retailers should be looking to invest in tech that can help them not only transition to online rapidly, but also become smarter about their merchandise mix. Onboarding tech can enable digital teams to extract and analyze every ounce of data. It then helps in getting meaningful insights and driving businesses to grow. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"digital-first-social-first-route\"><\/span>DIGITAL FIRST; SOCIAL FIRST ROUTE<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>At a time when brands were solely focusing on physical-offline branding, PUMA took the plunge to choose digital channels that were almost completely nascent. Understanding the audience, refocusing and accelerating digital marketing strategy was certainly the need of the hour for brands to succeed. And PUMA capitalized on that very aspect . <em>\u2018<strong>We invested in marketing automation and ensured that it&#8217;s not just about the consumer that we have captured, but also about how we reach out to new consumers. We thought we&#8217;ll experiment with this and see how it goes.\u2019<\/strong><\/em> <strong>says Shreya.<\/strong> Today, the brand drives a large chunk of their revenue through digital marketing. <\/p>\n\n\n\n<p><em><strong>\u2018We rationally look at who our consumer is, where they are, what they want to hear from us, and then go ahead with how we do marketing\u2019 added Shreya.<\/strong><\/em> It\u2019s certainly not about just being present on these channels but about how curating content that\u2019s new and interesting can yield an engaged audience. Following your audience to a place that they ease into is how brands can build their cult following &#8211; 11.7M followers says a lot about their strategy! <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"intuitive-shopping-platform\"><\/span>INTUITIVE SHOPPING PLATFORM<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p><em>Did you know? 74% of customers feel frustrated when website content is not personalized.<\/em><\/p>\n\n\n\n<p>More often than not, e-tailers do not have direct access to the consumer\u2019s exact shopping intent. But it\u2019s imperative for brands to be intuitive and thus, offer an experience to shoppers that will make them come back again and for more. <strong><em>\u2018Typically, with every product launch that we do on social, we mirror it on puma.com as well. And I would want to engage with them in a way that I engage with my audience on social media.\u2019 says Shreya.<\/em><\/strong> PUMA has elevated this experience for their shoppers by onboarding tools to make their site spontaneous, educative and engaging.&nbsp;<\/p>\n\n\n\n<p>Brands should&nbsp;be able to provide a unique version of their eCommerce site which is specifically personalized right from the first click to each consumer. Offering the right kind of products at the right time can result in higher engagement and higher conversions. At the end of the day, personalizing the entire journey to match each customer\u2019s intent is an indicator of a retail success. It&#8217;s safe to say that having good data is a prerequisite to<a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\"> personalization<\/a> in retail. And today, e-Commerce businesses are steadily amping up their sales by embracing tech and data that creates personalized shopping experiences for shoppers. Want to know how? Take a look at the <a href=\"https:\/\/www.vue.ai\/blog\/vuecommerce\/retail-personalization-in-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ultimate Guide on Retail Personalization in 2021.<\/a><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"keeping-up-with-the-consumers\"><\/span>KEEPING UP WITH THE CONSUMERS!<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Tapping into the current trends is a key business move for any fashion apparel brand. It is the only way the brands can stay relevant in this ever changing world. PUMA has been at the forefront of having an innovation-first culture and welcomes newness with open arms. It\u2019s evident from their overall approach with catering to customer demands. <em><strong>\u2018That is no lag time between what they&#8217;re experiencing (right now) and how that translates to their shopping behavior. So it goes without saying that eCommerce saw an exponential growth and this growth is not something that has slowed down.\u2019 says Shreya<\/strong><\/em>. Digitizing their retail business certainly laid down the pathway for them to make better decisions in buying and forecasting.<\/p>\n\n\n\n<p>Overall, brands are constantly looking at maximizing productivity and efficiency. So the question is, how can brands stay on top of their game even when things change so rapidly? High quality, in-depth product data can help brands better understand the split of categories, how they are performing, what\u2019s trending, etc. This way, retailers can prioritize products for better marketing decisions. It  also aids retailers to promote each of their products in various channels based on how different categories and products are performing. Here&#8217;s an example to help you understand what this exactly means, here\u2019s an example. Click here to learn how <a href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/ecommerce-optimize-the-search-bar\/\" target=\"_blank\" rel=\"noreferrer noopener\">Finding The Perfect Pair Of Workout Shoes Revealed eCommerce\u2019s Biggest Problem.&nbsp;<\/a><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"to-sum-things-up\"><\/span>TO SUM THINGS UP<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Meeting consumer demands is not something that can be achieved overnight. It needs to be planned meticulously. Using actionable data and insights to improve business operations will boost technological capabilities, and increase organizational agility to deliver more quickly.  It\u2019s not just about digitizing, it&#8217;s about staying relevant and be with the consumers in every step of their journey. Companies must look to reimagine customer journeys in order to accelerate the shift to digital channels. PUMA has been able to drive this innovation-first culture in every way possible and fulfill the ever-changing consumer needs. <\/p>\n\n\n\n<p>Read more about <strong><a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\">personalization platform<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> PUMA credits its rise to being the numero uno sportswear brand in India to tech. The brand has gone the full mile \u2014 mining data on a day-to-day basis, investing in marketing automation and digital marketing, making the eCommerce site more intuitive with AI, building product collections to suit search trends on Google &amp; social  &#8230;<\/p>\n","protected":false},"author":51,"featured_media":11469,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How PUMA Used Tech To Dominate The Sportswear Market In India | Vue<\/title>\n<meta name=\"description\" content=\"PUMA&#039;s e-commerce business increased strongly by more than 60% and credits its rise to being the numero uno sportswear brand in India to tech.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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