Success Stories

How Puma achieved 231% uplift in lead submission rate with onsite gamification & engagement strategies

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About PUMA

Puma is one of the world’s leading sports brands, so it’s only natural that they want to stand above the competition. To achieve that, the Puma brand is based on the very values that make an outstanding athlete, including integrity, perseverance, and pursuit of excellence.

Puma SE, branded as Puma, is a German multinational corporation that designs and manufactures athletic and casual footwear, apparel, and accessories. Founded in 1948 by Rudolf Dassler and headquartered in Herzogenaurach, Bavaria, Germany, it’s the third largest sportswear manufacturer in the world.

Executive Summary

Puma in Malaysia was just over a year old when they started using Insider. The brand was looking for a technology partner to help them optimize their website — with a focus on customer acquisition, it was imperative for Puma to improve the onsite experience for customers. Puma also had high expectations to improve onsite ROI. Their marketing team was low on manpower, so they looked to Insider’s technology to assist in bridging the gap.

Puma found the support and strategic inputs from Insider in creating campaigns very helpful, and they welcomed Insider’s hands-on approach. Insider’s platform is also quick to learn and easy to use. Being short-staffed in their marketing department, Puma found Insider to be ideal in helping them achieve their goals.

Among other services they were using, PUMA was using Salesforce for online personalization and cross-channel marketing.

Journey with Insider

Insider was with Puma every step of the way providing strategic inputs  to arrive at a solution package that best suited Puma’s needs. The journey can be summed up as: 

Tag Implementation – 1 hour – 1 day after the Kickoff Meeting

Looking ahead

Puma will look into evaluating Insider’s Email suite combined with Architect — the journey orchestration tool — to build personalized customer journeys across multiple touchpoints, including onsite, web push and Email engagement. Puma will also look to enhance the existing CDP (Customer Data Platform) with Insider to connect online and offline customer data for a unified customer experience. They will also explore InStory and Insider’s recommendation to deliver fresh onsite experiences to customers.

This highly effective integration of three powerful channels with real-time data flow between them will enable Puma to execute individualized customer experiences across channels and also deliver relevant messaging to unique customer segments. In addition, PUMA will also leverage these features to enhance the effectiveness of their acquisition channels.

Puma will continue using and optimizing the existing products, primarily around Product Page Vouchers — to A/B test the effectiveness of different coupon sizes and and measure the impact of highly targeted vouchers for users who spend above average time on a product page in a bid to convert them.

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