Business impact
The integration of Klevu, as well as other initiatives have realized huge benefits for PUMA in multiple markets. This has included:
increase in search-led conversion
Improvement in user experience
Faster time to market in different regions
direct-to-consumer e-commerce growth
Challenge
As the global COVID-19 pandemic forced shoppers online, and impacted individual markets differently, PUMA empowered local teams to give them the freedom and tools to react quickly to these changes. One major challenge was e-commerce search. PUMA knew it needed to optimize search across its multilingual ecommerce portfolio to avoid ‘no results’ for customers.
Strategy
As part of an ongoing strategy to use composable technology to deliver targeted, incremental benefits, PUMA sought to increase ecommerce conversions by using MACH-based AI tools for search and merchandising, and devised a global user experience strategy to help local teams be agile and independent..
Method
As a MACH Ambassador, and pioneer of composable technology, PUMA has integrated Klevu’s search and merchandising software on over 10 regional websites in strategic markets across Europe, Central and South America and APAC.
Elsewhere, PUMA uses the Sanity content platform, and Emarsys for email automation amongst other technologies within its digital stack.
PUMA SE, branded as PUMA, is the third largest sportswear manufacturer in the world. Headquartered in Bavaria, Germany, PUMA designs and manufactures athletic and casual footwear, apparel and accessories.
