Menu
Marketing and Sponsorship

Puma's Move To Combine Brand, Commerce Sites Paying Off Among Mobile Users

Puma this summer decided to merge its content and e-commerce sites into one with the "hope that by surrounding product images and buy buttons with stories about the products," it would "encourage people to buy" its products, according to Lucia Moses of DIGIDAY. Puma two years ago was "looking for ways to jumpstart its online sales." At the time, it "had two sites, one devoted to the brand and one for commerce." Each "pointed visitors to the other, but the experiences were inconsistent (not to mention the sites weren’t responsively designed)." Before making its newly combined site, Puma "looked at dozens of sports and retailer sites including those of J. Crew and Kate Spade." The result, which "launched in the U.S. on July 31, is a photo-driven site with sports tabs that include profiles of famous athletes." Apparel and buy buttons "are woven throughout." Tech company Acquia "supplied the technology behind the CMS." The move has "paid off." Puma "remains a dwarf in the online space ... but the big benefit Puma has seen from its now-responsive site has been on the mobile, the device of choice of Puma’s target customer base of 18- to 24-year-olds." This past Black Friday, 3.4% of mobile shoppers on Puma.com "ended up making a purchase," up from 1.6% on Black Friday the year before (DIGIDAY.com, 12/15).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2014/12/22/Marketing-and-Sponsorship/Puma.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2014/12/22/Marketing-and-Sponsorship/Puma.aspx

CLOSE