PUMA launched 25 new ecommerce sites including 23 in Europe in a matter of months to expand its online global presence. It worked with Demandware to unify its brand and commerce sites to provide optimized mobile shopping experiences across 26 countries. Through Demandware's platform, PUMA was able to rapidly launch new sites, see a 10-12% boost in traffic and revenue from unified sites, and achieve significant sales growth on Black Friday as mobile traffic increased 55% in the US.

1. Case Study
OUTDOOR & SPORTING GOODS
PUMA Goes Mobile
and Global
PUMA relaunches sites, opens up shop in
nearly two dozen geographies and optimizes
sites for mobile commerce.
For 65 years, PUMA has helped athletes maximize their performance. Since 2009 the
company has worked on accelerating its own performance as part of its mission to
be “forever faster.”
The world’s third largest sports and lifestyle brand put its commitment to speed to
the test when it decided to mobilize and globalize its ecommerce activities in 2013.
In a matter of months, PUMA launched 25 sites, including relaunching two sites,
and rolled out 23 new European ones; it now has a dedicated online presence in 26
countries including Russia, the US, Canada and China.
“Demandware has been part of our ecommerce landscape since 2009,” said
Tom Davis, Global Head of eCommerce at PUMA. “They understand our plans for
international growth, mobile commerce and ‘hyper-localization,’ and its platform helps
translate our ideas into reality.”
CONTENT + COMMERCE
One of the key digital initiatives at PUMA for the past two years has been merging its
traditional brand site with its ecommerce business. It has already unified these sites
in select countries and will merge its brand and commerce sites throughout the rest
world by the end of 2016.
“Demandware has been the core platform we have used to bring content and
commerce together. Our brand site (www.puma.com) should represent not only the
best of our storytelling and product content but also allow customers to shop without
having to break away from the content experience.”
Davis says that traffic and revenue jumps 10-12% within days of each successful
“unified site” market launch.
Prior to embarking on its transformation, PUMA targeted individual markets in
divergent ways, resulting in nine disparate teams supporting three platforms and a
PUMA &
Demandware
A Dynamic Duo
26 countries
8 languages
9 currencies
3+ million visits
per month

2. variety of marketplaces. The decentralized approach prevented PUMA from growing
its online presence - particularly for mobile commerce and emerging markets.
“Mobile is becoming the dominant device for connectivity for all markets, so we have
to ensure our customers see the same product, promotion and account information
on their tablets and smartphones as other devices, and that they have the same
brand experience,” said Davis.
PUMA worked with Demandware to leverage responsive web design across all 26 of
its sites, which has been an important contributor to its success, says Davis.
For example, on Black Friday 2014, mobile traffic on its US site increased by 55%
compared with the previous year.
But Black Friday and Cyber Monday are no longer just American events, and PUMA
saw significant growth on a global basis. Online revenues during Thanksgiving
weekend 2014 doubled in Europe and increased by 600% in Russia compared with
last year.
PUMA’s sites provide a localized experience through integration with social networking
tools and payment technologies; the European sites feature four languages and three
currencies.
“Our customers need different experiences in different markets. Demandware has
made this differentiation simple and executable on a global scale,” says Davis.
#FOREVERFASTER
In late 2014, PUMA launched a new brand campaign called FOREVERFASTER.
PUMA, together with Demandware, has taken this brand campaign literally, having
successfully migrated and replatformed the EU business in under 140 days, the North
American business in under 75 days and Russia in under 60 days.
Further, as new trends emerge and technologies mature, the Demandware
Commerce Cloud will provide PUMA with the agility it needs to adapt, which will help
capture and nurture new customers to support its global expansion.
Maximizing revenue generation isn’t important just for PUMA; Demandware
Commerce uses a unique business model based on revenue share and long-term
shared success.
“With Demandware, we have an ecommerce partner and platform that is aligned to
our roadmap and supportive of our product innovations,” says Davis. “As a result, we
can drive global growth and customer retention through greater mobile engagement
and more compelling ‘shoppable’ content.”
Case Study
OUTDOOR & SPORTING GOODS
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But Black Friday and Cyber Monday are no longer just American events, and PUMA
saw significant growth on a global basis. Online revenues during Thanksgiving
weekend 2014 doubled in Europe and increased by 600% in Russia compared with
last year.
PUMA’s sites provide a localized experience through integration with social networking
tools and payment technologies; the European sites feature four languages and three
currencies.
“Our customers need different experiences in different markets. Demandware has
made this differentiation simple and executable on a global scale,” says Davis.
#FOREVERFASTER
In late 2014, PUMA launched a new brand campaign called FOREVERFASTER.
PUMA, together with Demandware, has taken this brand campaign literally, having
successfully migrated and replatformed the EU business in under 140 days, the North
American business in under 75 days and Russia in under 60 days.
Further, as new trends emerge and technologies mature, the Demandware
Commerce Cloud will provide PUMA with the agility it needs to adapt, which will help
capture and nurture new customers to support its global expansion.
Maximizing revenue generation isn’t important just for PUMA; Demandware
Commerce uses a unique business model based on revenue share and long-term
shared success.