Sports company PUMA is migrating its e-commerce infrastructure, enhancing its capabilities to support future generative AI and virtual technology innovations, and centralizing its data efforts.
The company has partnered with Google Cloud to build a global e-commerce data platform and will migrate portions of its e-commerce ecosystem, including Puma.com, as well as integrate artificial intelligence-powered capabilities over the next few years.
A system that utilizes data
PUMA's improved access to valuable integrated data has enabled the company to translate deeper consumer insights into frictionless commerce and more personal shopping experiences both online and offline, PUMA said. Pancho Ortuzar, director of global e-commerce engineering, said in a statement. This effort creates a single data engine with greater visibility into how audiences engage with brands and their digital content.
“Moving our e-commerce infrastructure to Google Cloud will significantly accelerate our efforts to make PUMA's direct-to-consumer channel a key driver of overall business growth,” he said. I added.
Ortuzar said the centralized customer data platform will provide PUMA with high-quality technology that supports analytics, data governance and security, taking into account common data standards and API management.
Deeper understanding of AI
AI features include artificial intelligence-powered search, a generative AI shopping assistant, and a virtual try-on option powered by AI-generated content. Additionally, PUMA will leverage its AI to enhance its loyalty efforts, create more targeted promotional offers, and accelerate the rewards transaction process.
“Family has always been a huge part of the PUMA experience. Our AI-driven approach to loyalty helps us better understand and reward customers based not only on the individual but also on the needs of the family. It helps,” Orthusser said.
Orthusser said streamlining the company's technology stack will eliminate data silos and allow employees to pursue innovative uses of AI and other technologies to build stronger consumer relationships. He added that it would be.
According to Google, this initiative is seeing early results, including a 19% increase in average order value as a result of integrating Big Query and Google Analytics. The technology company reports that Puma has gained a deeper understanding of its customers and customers. stock Leverage personalization strategies more effectively and communicate inventory levels to consumers looking to shop at nearby stores.
More consumer products companies ramp up their technology efforts
Puma joins other consumer goods companies that are leveraging Google's cloud and AI technologies to power their IT infrastructure.
for example, European lingerie brand Hunkemöller International BV We moved to the cloud to support our growing data needs to provide more personalized shopping insights in our omnichannel sales strategy.
Additionally, UK-based DTC Fitness Apparel brand “Gym Shark” Leverage data warehousing, analytical tools, AI and machine learning technologies to AI-powered assistant Guide consumers through the online product selection process