Sports company Puma is migrating its e-commerce infrastructure, increasing capabilities to support future generative AI and virtual technology innovations, and centralizing data work.
The company has partnered with Google Cloud to build a global e-commerce data platform to migrate parts of its e-commerce ecosystem, including Puma.com, as well as integrate artificial intelligence-powered capabilities over the coming years.
Data-driven systems
Pancho Ortuzar, PUMA's global e-commerce engineering director, said in a statement that PUMA now has greater access to valuable, integrated data to enable deeper consumer insights and smoother commerce both online and offline. He said that this led to a more personal shopping experience. The initiative will create a single data engine with increased visibility into how audiences are engaging 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, generative AI shopping assistant, virtual try-on options powered by AI-generated content, etc. Additionally, Puma will use AI to enhance loyalty initiatives, create more targeted promotional offers and accelerate the rewards transaction process.
“Family has always been a big 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.
Consumer goods companies step up technology efforts
Puma joins other consumer goods companies that are leveraging Google's cloud and AI technology 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” Leveraging data warehousing, analytics tools, AI and machine learning technologies, AI-Driven Assistant Guide consumers through the online product selection process
