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Puma’s new flagship brings products to life with digitization

The first-ever Puma North American flagship on Fifth Avenue in New York City offers interactive displays and optimized stock.

Puma is leveraging front- and back-end technology from Internet of Things (IoT) platform Evrythng and label solution provider Avery Denison Corp. to create a connected store experience at its new flagship location. Customers scan a QR code on a display sign with their smartphone when they enter the store. They can then access dynamic experiences by scanning a unique QR code on each displayed Puma product using their smartphones.

The QR code triggers an augmented reality (AR) experience featuring the Puma mascot, allowing customers to take a selfie with the mascot. Customers are then led through the store, scanning QR code displays for interactive experiences that ultimately lead them to the second-floor basketball section.

Upstairs in the basketball section, different styles of Puma basketball shoes are displayed and tagged with unique QR codes. Customers scan the codes to experience unique AR scenarios. Every Puma product in the new flagship store is also now digitized with an Evrythng Active Digital Identity to connect them to the web. Consumers scan a product's unique QR code with their smartphone to access the item's product detail page on the Puma e-commerce site and can review product details and/or purchase online.

In addition, RFID technology is integrated into each product label, enabling Puma to optimize stock efficiencies and cut down on wastage, while also providing a pathway toward a checkout-less, “grab-and-go” transaction experience.

Utilizing RFID, Puma expects to increase the store's inventory accuracy to around 99%, while also providing last-minute inventory replenishment and reducing excess inventory and out-of-stocks. The technology also provides an identifier to help highlight counterfeit returns.

Furthermore, customers can view products in alternate colors and styles through interactive displays which utilize Avery Dennison's RFID technology to bring up alternative product selections based on the item the consumer tries on. In addition, consumers can press a button to notify an associate they need help at the display, sign up for in-store events, and use it as a point of sale in the future.

"Our newest flagship store is truly alive with innovation," said Russ Kahn, Sr. VP of Retail, Puma North America. "Upon entering our store, customers receive richer, dynamic engagement with both our PUMA brand and our individual products.”
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