Puma Bolsters E-Commerce Infrastructure to Support Data- and AI-Powered Innovations
Sports company Puma is moving its e-commerce infrastructure, elevating capabilities to support future generative AI and virtual tech innovations, and centralizing data efforts.
The company has partnered with Google Cloud to build out a global e-commerce data platform, shifting parts of its e-commerce ecosystem including Puma.com, as well as integrating artificial intelligence-powered functions over the next several years.
A Data-Powered System
Puma’s increased accessibility to valuable, consolidated data has helped the company translate deeper consumer insights into frictionless commerce and more personal shopping experiences both online and offline, said Pancho Ortuzar, director global e-commerce engineering at Puma, in a statement. The effort creates a single data engine with added visibility into how audiences engage with the brand and its digital content.
"Migrating our e-commerce infrastructure to Google Cloud will greatly accelerate our efforts towards making Puma's direct-to-consumer channels a significant driver of overall business growth,” he added.
Ortuzar said the centralized customer data platform will provide Puma with high quality technology to support analytics, data governance, and security, taking into account common data standards and API management.
Getting Deeper Into AI
Among the AI capabilities are artificial intelligence-powered search, a generative AI shopping assistant, and a virtual try-on option that leverages AI-generated content. Additionally, Puma will be elevating its loyalty efforts with AI, creating more targeted promotional offers and accelerating the rewards transaction process.
"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.
Ortuzar added that streamlining the company’s technology stack will remove data silos and free up associates to pursue innovative AI uses and other technologies to build stronger consumer relationships.
According to Google, the initiative is seeing early results, including average order value increasing 19% as a result of Big Query and Google Analytics integrations. The tech company reports Puma has garnered a deeper understanding of its customers and inventory to better leverage personalization tactics and communicate stock levels for consumers looking to shop at nearby stores.
More Consumer Good Companies Ramping Up Tech Efforts
Puma joins the ranks of other consumer goods companies that are tapping Google’s cloud and AI technologies to elevate their IT infrastructure.
For example, European lingerie brand Hunkemöller International B.V. transitioned to the cloud to support growing data needs so it can offer more personalized shopping insights in its omnichannel sales strategy.
Additionally, UK-based DTC fitness apparel brand Gymshark is leveraging data warehousing, analytics tools, and AI and machine learning tech to tap AI-driven assistants that will guide consumers through the online product selection process
