Puma building global e-commerce platform with Google Cloud
Puma is partnering with Google to transform its online retail operation.
The global athletic footwear, apparel, and accessories brand, which recently implemented a centralized site performance analytics portal from Yottaa, is now deploying Google Cloud’s data analytics and AI solutions in an effort to make its online retail experience more efficient, agile and personalized.
Puma is shifting parts of its e-commerce ecosystem, including its flagship Puma.com site, to Google Cloud and build out a global e-commerce data platform. Early results include a 19% increase in average order value as a result of the company using Google Analytics and BigQuery solutions to better understand and tailor content to customers.
In addition, using the Google Apigee and BigQuery cloud solutions, Puma says it has been able to gain access to real-time inventory levels up to four times faster, helping shoppers find the products they wish to buy at the nearest possible stores.
Over the course of this multiyear agreement, Puma plans to incorporate Google Cloud AI capabilities at all stages of its direct-to-consumer channels to enable more tailored customer experiences.
Puma will consolidate its global e-commerce data and workloads onto Google Cloud, creating a single data engine that the company intends to provide end-to-end insight into how audiences engage with its brand and digital content, driving faster and more accurate personalization of products and offers.
By leveraging Google Vertex AI Search for retail, Puma hopes to offer Google-quality search and recommendations via its digital properties, improving discovery and delivering personalized shopping recommendations to consumers based on their current interests and trends.
In addition, Puma will investigate the potential of Google Cloud’s generative AI and visual search tools to support development of solutions such as a generative AI shopping assistant and virtual try-on of sportswear items.
The company will also run its refreshed global loyalty program using Google Cloud AI capabilities to accelerate rewards transactions and tailor special offers and promotions to the preferences of both members and their families.
"Family has always been a big part of the PUMA experience, and our AI-driven approach to loyalty will help us better understand and reward customers based not just on individual but also on family needs," said Pancho Ortuzar, director global e-commerce engineering at Puma. "By streamlining the technology stack and eliminating data silos with the help of Google Cloud, Puma employees are now freed up to pursue innovative uses of AI and other technologies that build stronger, more nuanced relationships with customers."
"As consumer tastes become more personalized and bespoke, popular brands will need to look at technologies like generative AI to stay ahead of the curve," said Carrie Tharp, VP strategic industries at Google Cloud. "Puma's partnership with Google Cloud is leading the industry in applying cloud, data analytics, and AI to transform the customer experience."
The Puma Group owns the brands PUMA, Cobra Golf and Stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach, Germany.