Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar
Omni-channel Marketing
Optimizing digital content efforts to maximize growth in e-commerce
Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar
Speakers
Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis
Global Head of E-commerce
Puma
@...
About the company
The Big Picture: Growth
Copyright 2014 PUMA. All rights reserved by respective owners.
Global marketplace complexity
VS.
Copyright 2014 PUMA. All rights reserved by respective owners.
The Big Picture: “Ctrl + C” and “Ctrl + V” won’t do
“Successful” brands will data
The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by
Kleiner Perkins Caufield & Byers
1
2
...
The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by
Kleiner Perkins Caufield & Byers
1
2
...
The Big Picture: Mobile infusion
Copyright 2014 PUMA. All rights reserved by respective owners.
32% 33%
43%
49%
22%
28%
18...
The Big Picture: May 2, 9:44 p.m. CET
Example: European device usage on Puma.com
52%
Desktop
22%
Tablet
25%
Mobile
Puma’s global business footprint
34%
Americas
40%
EMEA
26%
APAC
*Puma’s sales are
global; however,
our e-commerce
sales ar...
Puma’s global business footprint
34%
Americas
40%
EMEA
26%
APAC
*Puma’s sales are
global; however,
our e-commerce
sales ar...
Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
intern...
E-commerce Education & Strategies from Leading Brands
May 18-20 | New York | Javits Center
Focus.irce.com/b2b
SavetheDate
Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
intern...
The Mission: A unified site
Bring brand, content and shopping together in a
way that makes the whole greater than the
sum ...
2 Separate Sites: Brand
and E-commerce
Few legacy wholesale organizations
remain separated; slow to respond
to market
Unif...
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma must move toward a multi-device world
Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
intern...
“It’s all the same,
only the names
will change.”
Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1994
1995
1996 1998
1999 2001 2005 20...
Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 20112007 20132003
Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 20112007 20132003...
Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
intern...
E-commerce teams before
E-commerce teams before
• 9 independent e-commerce teams
• 12 owned and operated e-commerce stores
• Multiple marketplaces...
E-commerce teams after
NA EUR APAC
Global
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma centralized the e-com...
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centraliz...
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centraliz...
Breaks down
barriers of brand vs.
retail
E-commerce-first
digital environment
Global team
What we changed to be successful...
Top takeaways
1
2
3
Internal vs. external alignment (structure, strategy and goals): Is your company set up to be
successf...
Thank you!
Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis
Global Head of E-commerce
Puma...
Omni-channel Marketing: Optimizing digital content efforts to maximize growth in e-commerce
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Omni-channel Marketing: Optimizing digital content efforts to maximize growth in e-commerce

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In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers.

Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.

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Omni-channel Marketing: Optimizing digital content efforts to maximize growth in e-commerce

  1. 1. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  2. 2. Omni-channel Marketing Optimizing digital content efforts to maximize growth in e-commerce
  3. 3. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  4. 4. Speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Tom Davis Global Head of E-commerce Puma @Hashen
  5. 5. About the company
  6. 6. The Big Picture: Growth Copyright 2014 PUMA. All rights reserved by respective owners.
  7. 7. Global marketplace complexity VS. Copyright 2014 PUMA. All rights reserved by respective owners.
  8. 8. The Big Picture: “Ctrl + C” and “Ctrl + V” won’t do
  9. 9. “Successful” brands will data
  10. 10. The Big Picture: Mobile users Mobile phone users KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers 1 2 3 4 5 6 Billions 2013
  11. 11. The Big Picture: Mobile users Mobile phone users KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers 1 2 3 4 5 6 Billions Smartphone users Feature phone users 2013 3x-4x growth yet to happen
  12. 12. The Big Picture: Mobile infusion Copyright 2014 PUMA. All rights reserved by respective owners. 32% 33% 43% 49% 22% 28% 18% 21% 15% 14% 38% 40% Europe N. America India Russia China Japan 2013 Q1: 2014
  13. 13. The Big Picture: May 2, 9:44 p.m. CET Example: European device usage on Puma.com 52% Desktop 22% Tablet 25% Mobile
  14. 14. Puma’s global business footprint 34% Americas 40% EMEA 26% APAC *Puma’s sales are global; however, our e-commerce sales are not Copyright 2014 PUMA. All rights reserved by respective owners.
  15. 15. Puma’s global business footprint 34% Americas 40% EMEA 26% APAC *Puma’s sales are global; however, our e-commerce sales are not Copyright 2014 PUMA. All rights reserved by respective owners. CHALLENGE: Before going global, we must consider several factors
  16. 16. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  17. 17. E-commerce Education & Strategies from Leading Brands May 18-20 | New York | Javits Center Focus.irce.com/b2b SavetheDate
  18. 18. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  19. 19. The Mission: A unified site Bring brand, content and shopping together in a way that makes the whole greater than the sum of its parts – globally. Copyright 2014 PUMA. All rights reserved by respective owners.
  20. 20. 2 Separate Sites: Brand and E-commerce Few legacy wholesale organizations remain separated; slow to respond to market Unification: Evolution of brand sites 1 Site: E-commerce Quickly moving to vertical model for speed and scale Copyright 2014 PUMA. All rights reserved by respective owners.
  21. 21. Copyright 2014 PUMA. All rights reserved by respective owners. Puma must move toward a multi-device world
  22. 22. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  23. 23. “It’s all the same, only the names will change.”
  24. 24. Only the names change Copyright 2014 PUMA. All rights reserved by respective owners. 1994 1995 1996 1998 1999 2001 2005 2009 2011 2013
  25. 25. Only the names change Copyright 2014 PUMA. All rights reserved by respective owners. 1999 2001 2005 2009 20112007 20132003
  26. 26. Only the names change Copyright 2014 PUMA. All rights reserved by respective owners. 1999 2001 2005 2009 20112007 20132003 Our e-commerce strategy is believing our constant over time equals production information over brand
  27. 27. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  28. 28. E-commerce teams before
  29. 29. E-commerce teams before • 9 independent e-commerce teams • 12 owned and operated e-commerce stores • Multiple marketplaces • 30+ markets • 8 languages • 9 currencies • Demandware, marketplaces and other third-party platforms
  30. 30. E-commerce teams after NA EUR APAC Global
  31. 31. What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Puma centralized the e-commerce business
  32. 32. What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Global team Puma centralized the e-commerce business
  33. 33. What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Global team Puma centralized the e-commerce business Regional Regional Regional
  34. 34. Breaks down barriers of brand vs. retail E-commerce-first digital environment Global team What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Puma centralized the e-commerce business Regional Regional Regional
  35. 35. Top takeaways 1 2 3 Internal vs. external alignment (structure, strategy and goals): Is your company set up to be successful (globally)? We are moving toward a “mobile-first economy.” The PC era is ending. It’s a trap! Don’t just think of the brand site – it’s marketplaces that drive emerging markets. 4 Success = + data
  36. 36. Thank you! Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Tom Davis Global Head of E-commerce Puma @Hashen
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