Puma is one of the more interesting sports brands out there because it arose out of a bitter brotherly feud in 1920s Germany. Rudi and Adi Dassler founded the Dassler Brothers Shoe Factory in 1924 in Bavaria, yet by the end of the ‘40s their relationship hit rock bottom and they agreed to go their separate ways.
They set up their own businesses, one called Adidas and the other called Puma. (What a battle for the sports brand space they would become!) This reminds me of the epic Jared Diamond book Guns, Germs, and Steel, which argues that the level of development of a civilization is partly subject to the struggle between competing neighboring nations. Swap nations for feuding brothers and that’s one hell of a competitive field.
Despite this historic bitter battle between brothers, it’s funny to realize that given their differences, both Adidas and Puma host their ecommerce websites on Salesforce Commerce Cloud. Even if there continues to exist heated hatred between the two German brands, they both have the cool logic and reasoning to understand that Salesforce Commerce Cloud provides such powerful ecommerce solutions that knowing their rival uses it doesn’t dissuade the other from using it.
Puma, in fact, recently relaunched their website so that it incorporates a mobile-first strategy, as it knows that consumers are moving towards the smaller screens of the mobile and tablet for their online shopping experiences, as well as strengthening its position to boost its problematic conversion rate – an issue shared by all ecommerce shops.
And Puma has built upon its closeness with Salesforce Commerce Cloud by extending its capabilities to Puma India, whose new site explodes with color and strong imagery. The ecommerce platform has been deployed to enhance the user experience of Puma’s Indian consumers, a region of the world which the sports brand entered 14 years ago.
“With the vast volumes of customer data now available in a single view,” said Jackson Fernandez, the associate director & head of B2C ecommerce at PUMA India, “we are able to better understand what consumers are buying and personalise their experience accordingly.”
Salesforce Commerce Cloud is a leader in running high-volume, name-brand ecommerce stores. And comes equipped with a huge arsenal of capabilities, such as multivariate and A/B testing, the ability to show different versions to visitors depending on geography, which ad campaigns reach specific regions and customers, a universe of extensions, and the ability to change almost anything depending on the jurisdiction, say, for legal requirements.
We commend you Puma for expanding your ecommerce horizons with Salesforce, and more importantly, we commend both Puma and Adidas for their brotherly competitiveness.
PS: UV is one of the world’s leading Salesforce Commerce Cloud (Demandware) consultancies. Contact us to see how we can work together.