Selling an experience, rather than just a product will make customers remember the brand and have positive connotation to it. Especially millennials can't be impressed by ordinary marketing anymore. With the amount of competition, offering a brand experience is therefore crucial, online as well as offline.
OFFLINE USER EXPERIENCE
In 2011 Puma introduced its new store concept „Retail 2.0“ which focuses on offering an unique experience for the customer. One year after the first redesigned store opened a Berlin, the brand quickly followed with 40 more innovative stores around the world. The reasoning behind restructuring the stores is a better alignment to the puma DNA with the goal of offering a fun and exiting shopping experience while uniting sport and lifestyle. The new stores are driving more traffic, additionally attracting younger customers, and also customers that are spending more time in the store.
Indeed, PUMA has now several stores all over the world that are focused and offering a great experience. Today, they have interactive/smart mirrors, formula 1 simulations and virtual stadium visits, and three-sided LCD video walls.
The shops include elevated layouts, highlighting products with illimuniations and leading the customer though the journey. Besides purchasing exclusive collections, because of the PUMA x YOU concept the customers can also personalize products.
Additionally, with the interactive/smart mirrors virtual shopping, as well as try-ons, and in-store orders are available. The formula 1 simulator, allows to virtually race down the street of New York City, testing motorsport skills, and of course having fun.
In Herzogenaurach, PUMA’s home city and headquarter location, the nearby brand store has been refurbished and doubled in size this year to improve the customer’s experience. Next to be redesigned will be the outlet, also located in the brand’s most important city.
Another location that is attracting customer from all over the world, is the new flagship store in Manhattan/New York City. Again, PUMA’s intention of building an interactive store, that covers 1,700 squares meters, has been a commitment to the brand’s goal.
„I am convinced that the investment in this new store (...) will support us in our ambition to be the fastest sports brand in the world. We are committed to pushing the boundaries of sports, fashion, and technology. (...)“ – Björn Gulden, CEO, PUMA
After NYC and Herzogenaurach, the flagship store in Bangalore, India is another example where shopping moved to a new level for an impactful target group.
ONLINE USER EXPERIENCE
In 2019, the corporate-website has been redesigned to favor an improvement in user experience and a better brand alignment.
„The new site reflect our brand promise by delivering a faster, better experience for all our users.“ – Pia Madison, Head of Employer Branding & HR communications, PUMA
PUMA’s mantra „Forever Faster“ is quite present again. The new site, created in collaboration with UDG (United Digital Group), had to load fast, be fast to understand and navigate. The website has not only been designed to improve UX but also the user interface (UI).
PUMA’s web-shop enhances the shopping experience with a product story giving background information and meaning to the presented commodity. And when tagging the @puma Instagram account on a post, the picture is appearing on the product page as well. Offering the customer to see the product in a more casual and personalized style.
Lastly, PUMA again presents itself via brand ambassadors and as a community with its TRAC program. After signing in, more than a hundred free workouts can be followed online. What is more, all the representatives are waring PUMA workout-clothing and tagging a post on Instagram with @puma and #pumatrac, can result in a repost and feature, including the customers in the brand’s community.
PUMA is therefore not only selling its products but also experiences. Customers visiting the website or a shop will connect PUMA with sports and fashion, but also with fun, motivation, and community.
Stanley, J. (2020, January 29). Experience marketing is the new kid on the block. Retrieved November 15, 2020, from https://www.thedrum.com/opinion/2020/01/29/experience-marketing-the-new-kid-the-block?utm_source=Bibblio-bottom
PUMA Brand Store in Herzogenaurach doubles in size after refurbishment. (n.d.). Retrieved November 15, 2020, from https://about.puma.com/en/newsroom/corporate-news/2020/2020_05_04_store_opening
Global, R. (2020, April 09). Retail Store of the Future: Puma opens Experience Store. Retrieved November 15, 2020, from https://www.rfid-wiot-search.com/puma-retail-store-of-the-future-puma-opens-experience-store
Puma's 1st interactive store in Bangalore. (n.d.). Retrieved November 15, 2020, from https://www.retail4growth.com/news/pumas-1st-interactive-store-in-bangalore-4595
Yumpu.com. (n.d.). Retail-20-the-new-brand-experience-puma-catchupcom. Retrieved November 15, 2020, from https://www.yumpu.com/en/document/view/8601320/retail-20-the-new-brand-experience-puma-catchupcom
PUMA. (n.d.). Retrieved November 15, 2020, from https://www.sitecore.com/customers/retail/puma
Blaschke, L. (n.d.). „Wir arbeiten mit Speed und Spirit". Retrieved November 15, 2020, from https://www.udg.de/de-de/blog/2019/05/wie-die-neue-corporate-seite-von-puma-entstanden-ist
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