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In this webinar replay, Courtney Eckerle, Manager of Editorial Content, MECLABS, and Tom Davis, Global Head
of E-commerce, Puma , discuss the omnichannel marketing strategy the
company embraced to reach its global audience.
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Omnichannel Marketing Optimizing digital content efforts to maximize growth in e-commerce
Ask questions and tell us what you learned on Twitter! #SherpaWebinar
Speakers
Courtney Eckerle Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis Global Head of E-commerce
Puma
@Hashen
About the company
The Big Picture: Growth
Copyright 2014 PUMA. All rights reserved by respective owners.
Global marketplace complexity
VS.
Copyright 2014 PUMA. All rights reserved by respective owners.
The Big Picture: “Ctrl + C” and “Ctrl + V” won’t do
“Successful” brands will data
The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers
1
2
3
4
5
6
Bill
ion
s
2013
The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers
1
2
3
4
5
6
Bill
ion
s
Smartphone users
Feature phone users
2013
3x-4x growth yet to happen
The Big Picture: Mobile infusion
Copyright 2014 PUMA. All rights reserved by respective owners.
32% 33%
43% 49%
22% 28%
18% 21% 15% 14%
38% 40%
Europe N. America India Russia China Japan
2013
Q1: 2014
The Big Picture: May 2, 9:44 p.m. CET Example: European device usage on Puma.com
52% Desktop
22% Tablet
25% Mobile
Puma’s global business footprint
34% Americas
40% EMEA
26% APAC
*Puma’s sales are global; however, our e-commerce sales are not
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma’s global business footprint
34% Americas
40% EMEA
26% APAC
*Puma’s sales are global; however, our e-commerce sales are not
Copyright 2014 PUMA. All rights reserved by respective owners.
CHALLENGE: Before going global, we must consider several factors
Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
E-commerce Education & Strategies from Leading Brands
May 18-20 | New York | Javits Center Focus.irce.com/b2b S
ave
th
e D
ate
The Mission: A unified site
Bring brand, content and shopping together in a way that makes the whole greater than the
sum of its parts – globally.
Copyright 2014 PUMA. All rights reserved by respective owners.
2 Separate Sites: Brand and E-commerce
Few legacy wholesale organizations remain separated; slow to respond to market
Unification: Evolution of brand sites
1 Site: E-commerce
Quickly moving to vertical model for speed and scale
Copyright 2014 PUMA. All rights reserved by respective owners.
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma must move toward a multi-device world
Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
“It’s all the same, only the names
will change.”
Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1994
1995
1996 1998
1999 2001 2005 2009 2011 2013
Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 2011 2007 2013 2003
Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 2011 2007 2013 2003 Our e-commerce strategy is believing our constant
over time is production information over brand
Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
E-commerce teams before
E-commerce teams before
• 9 independent e-commerce teams • 12 owned and operated e-commerce stores • Multiple marketplaces • 30+ markets • 8 languages • 9 currencies • Demandware, marketplaces and other third-party platforms
E-commerce teams after
NA EUR APAC
Global
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma centralized the e-commerce business
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centralized the e-commerce business
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centralized the e-commerce business
Regional Regional Regional
Breaks down barriers of brand vs.
retail
E-commerce-first digital environment
Global team
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma centralized the e-commerce business
Regional Regional Regional
Top takeaways
1
2
3
Internal vs. external alignment (structure, strategy and goals): Is your company set up to be successful (globally)?
We are moving toward a “mobile-first economy.” The PC era is ending.
It’s a trap! Don’t just think of the brand site – it’s marketplaces that drive emerging markets.
4 Success = + data
Thank you!
Courtney Eckerle Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis Global Head of E-commerce
Puma
@Hashen
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