Supernova Award Category
Matrix Commerce
The Problem
When you’re designing products for the fastest athletes on the planet, time to market matters. Heike Zenkel, Team Head Content Management Global E-Commerce at PUMA explains: “With a 12-week product life cycle, speed, agility, and time to market are key for PUMA, and we need to act fast before margins drop.”
The lack of a standardized way to acquire, manage, and publish accurate product information to all channels began to erode operational efficiency and increase data management costs, making it difficult for PUMA to achieve the agility it needed. “Regional assortments cause duplicate work when creating product images, describing attributes, and writing marketing text,” says Zenkel.
To improve brand consistency and unify the customer shopping experience, PUMA established a centralized e-commerce team and created a center of excellence for master data and content management. However, it needed an end-to-end Master Data Management (MDM) system to deliver rich product information across all sales channels: online, mobile, retail, catalogs, B2B procurement, and in-store point-of-sale systems.
The Solution
PUMA deployed Informatica MDM – Product 360 to provide a central repository and a single trusted source of product information for its entire global operations. The solution includes Informatica Data Quality and Business Process Management to provide trusted data and automate processes. By using the certified Salesforce Commerce Cloud Accelerator for MDM – Product 360, PUMA can easily feed its e-commerce systems with the highest quality product data.
By enabling business users to more efficiently manage product information while considering global and local market requirements, navigating complex data, and overcoming language barriers, PUMA set the stage for increased sales.
“Thanks to high quality and rich product information, improved workflows, and data management processes with Informatica MDM – Product 360, PUMA benefits from a huge competitive advantage and digital transformation success,” says Zenkel.
The results
With an end-to-end MDM solution in place, PUMA confidently launched a major redesign of its e-commerce site. The project was immediately successful, helping to boost online traffic and increasing sales by 10% in just nine months to €2,669 million based on growth across all regions and product segments.
Much of the increase can be attributed to PUMA’s ability to deliver a unique, multichannel customer experience that is locally targeted and consistent across regions. Managers in each country can still promote the products and colors that are most likely to be successful in their markets, while the company effortlessly maintains a uniform brand image. MDM – Product 360 even helps PUMA provide a consistent shopping experience offline, making it easy for stores to arrange new displays in ways that are similar to how products will appear online.
By making operations more efficient and automating business processes for creating digital media assets, PUMA is updating its e-commerce site faster while reducing costs.
PUMA reached their ROI targets in less than 2 years with the Informatica investment, helping significantly increase online traffic and sales. Having Product 360 helps them better prepare for their extremely strong growth ahead in international e-commerce sales and supporting a conversation rate boost of 10% to 20%.
Metrics
- Helped increase sales by 10% in 9 months with greater agility and faster time to market
- Up to 20% higher customer conversion rates by delivering a unique omnichannel experience
- Improved operational efficiency and reduced data management costs
- Reached ROI targets in less than 2 years
The Technology
- Informatica Master Data Management (MDM) – Product 360
- Informatica Data Quality
- Business Process Management (BPM)
- Certified Salesforce Commerce Cloud Accelerator
Disruptive Factor
To improve brand consistency and unify the customer shopping experience, PUMA established a centralized e-commerce team and created a center of excellence for master data and content management. However, it needed an end-to-end Master Data Management (MDM) system to deliver rich product information across all sales channels: online, mobile, retail, catalogs, B2B procurement, and in-store point-of-sale systems.
PUMA deployed Informatica MDM – Product 360 to provide a central repository and a single trusted source of product information for its entire global operations. The solution includes Informatica Data Quality and Business Process Management to provide trusted data and automate processes. By using the certified Salesforce Commerce Cloud Accelerator for MDM – Product 360, PUMA can easily feed its e-commerce systems with the highest quality product data.
By enabling business users to more efficiently manage product information while considering global and local market requirements, navigating complex data, and overcoming language barriers, PUMA set the stage for increased sales.
“Thanks to high quality and rich product information, improved workflows, and data management processes with Informatica MDM – Product 360, PUMA benefits from a huge competitive advantage and digital transformation success.” Heike Zenkel, Team Head Content Management, Global E-Commerce, PUMA
Shining Moment
Blog:
https://blogs.informatica.com/2017/05/31/pumas-data-driven-digital-trans...
Video (Salesforce):