How Google Cloud Helps Puma Redefine the Shopping Experience

Puma to personalise and streamline product discovery, customer loyalty rewards and purchases by moving its e-commerce operations to Google Cloud

Sports company Puma has announced it will deploy Google Cloud’s data, analytics and AI solutions to make its online retail experience more efficient, agile, and more personalised for customers worldwide, paving the way for consumer-facing innovations from generative AI (Gen AI) shopping assistants, to virtual try-ons, to AI-driven loyalty programmes.

The collaboration will see Puma shift parts of its e-commerce ecosystem, including its website puma.com, to Google Cloud and build out a global e-commerce data platform. According to the companies, early results have already driven significant customer experience improvements, including a 19% increase in average order value as a result of Puma using Google Analytics and BigQuery to better understand and tailor content to customers. In addition, using Apigee and BigQuery, Puma has been able to access real-time inventory levels up to four times faster, helping shoppers find the exact products they wish to buy at the nearest possible stores.

“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 E-Commerce Engineering at Puma. “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.”

Redefining direct-to-customer commerce with AI

Throughout this multi-year agreement, Puma will incorporate Google Cloud AI capabilities at all stages of its direct-to-consumer channels for more tailored and rewarding customer experiences. Vertex AI Search for retail will bring Google-quality search and recommendations to Puma's digital properties, helping shoppers better discover Puma’s products and deliver personalised shopping recommendations to consumers based on their current interests and trends. In addition, Puma will explore Google Cloud’s generative AI and visual search tools to power future bespoke offerings, such as a generative AI shopping assistant and options to virtually try on sportswear items with the help of AI-generated content. 

Google Cloud’s AI capabilities will also sit at the heart of Puma’s refreshed global loyalty programme, accelerating rewards transactions and tailoring special offers and promotions to the preferences of both individuals and their families. 

Building a foundation for innovation and efficiency

As part of the migration, Puma will consolidate its global e-commerce data and workloads onto Google Cloud, creating 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 personalisation of products and offers. The move will not only generate substantial cost savings compared to Puma’s previous e-commerce cloud, but also will empower the company to more efficiently exchange data with other internally-used cloud platforms, third-party e-commerce solutions, and even its global network of vendors and partners. 

"As consumer tastes become more personalised and bespoke, popular brands will need to look at technologies like generative AI to stay ahead of the curve," said Carrie Tharp, VP of Strategic Industries at Google Cloud. "Puma's partnership with Google Cloud is leading the industry in applying cloud, data analytics, and AI to transform the customer experience.”

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