Puma has moved all of its ecommerce operations to Google Cloud in an effort to improve its online experience with enhanced personalization and more efficient data management processes.
Puma already has shifted parts of the brand’s ecommerce system, including Puma.com, over to Google Cloud, and plans to consolidate all of its global ecommerce data and workloads in the system. Early results of the transition are promising: Puma is reporting a 19% increase in average order value (AOV) as a result of better content personalization and the ability to access real-time inventory levels up to 4X faster than on its previous systems.
By consolidating its global ecommerce data onto Google Cloud, Puma aims to create a single data engine that will give the company end-to-end insight into how audiences engage with its brand and digital content, driving faster and more accurate personalization of products and offers. Puma said the move will not only generate substantial cost savings but also will empower it to more efficiently exchange data with other internally used cloud platforms, third-party ecommerce solutions and its global network of vendors and partners.
“With Google Cloud’s AI and data capabilities, we have been able to not only gain a far better understanding of our customers, but also translate that insight into frictionless commerce and more personal shopping experiences both online and offline,” said Pancho Ortuzar, Director, Global Ecommerce Engineering at Puma in a statement. “Migrating our ecommerce infrastructure to Google Cloud will greatly accelerate our efforts toward making Puma’s direct-to-consumer channels a significant driver of overall business growth.”
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Puma plans to deploy a number of Google Cloud’s data, analytics and AI solutions to make its online experience more efficient and agile and pave the way for additional innovations such as generative AI shopping assistants and virtual try-on. Google Cloud’s AI capabilities also will sit at the heart of Puma.com’s refreshed global loyalty program, to accelerate rewards transactions and tailor special offers and promotions to the preferences of both individuals and their families.
“Family has always been a big part of the Puma experience, and our AI-driven approach to loyalty will help us better understand and reward customers based not just on individual but also on family needs,” said Ortuzar. “By streamlining the technology stack and eliminating data silos with the help of Google Cloud, Puma employees are now freed up to pursue innovative uses of AI and other technologies that build stronger, more nuanced relationships with customers.”
