Source: A whole new way of shopping: PUMA’s unique digital experience launched in Sydney – PUMA CATch up
Most of the writing I do here on the site revolves around the U.S. market. I haven’t visited other countries in a while and I definitely need a passport since I’m not military anymore, lol. The beauty of the internet is the ability to gather information in support of discussions. An ongoing discussion in footwear is about athleisure and the death of the performance shoe. The analysts who dominate media and interviews on the footwear industry consistently show how much more “casual” shoes sell than performance.
I can argue til my face turns blue, but the media doesn’t understand that data only tells the story of sales and ignores the fact that most casual footwear sold derives from performance. Innovation in performance inspires casual. The reason retro trends are so big currently is that the shoes being worn that are from the old school are all performance models and those performance models still perform. Even the takedown models perform.
Puma isn’t a brand leader and while Rihanna was initially the reason the brand caught on fire, their recent work in relaunching updated models of their trainers like the Puma RS, has been just as vital to the company continuing to gain a small share of the market. Puma isn’t a North American brand though and they understand their real power lies in catering to the things that inspire brand loyalty. Sport connects the world. Sport is the emotional connection to the consumer that creates loyalty. Puma and soccer go hand in hand and it makes sense that some of the best in store experiences should be with soccer. But how does a company build a better sneaker store? They control the narrative by building brand delivery doors. In other words Dick’s or sporting goods stores bear the responsibility of engaging people and educating customers on product. The brand has to help, but investing in Dick’s is counter to growing DTC.
So Puma just built a beautiful interactive store concept that shines:
As soon as you take the PUMA ONE or PUMA FUTURE from the bootwall, you will get information about the boot displayed on the screen above the wall.
The Radio-frequency identification (RFID) technology recognizes the boot you pick up and displays bespoke content on the screens.
The moment you place your feet on projected footprints on the floor wearing the football boots, a color regonition technology realizes something is on there and starts a projector. Trying on the boots, you will get further information about the shoes displayed on the floor and ambassador stats bringing the boots to life.
The direct-to-consumer model improves the consumer connection. Puma has developed on a small level what Nike has done in large formats with their Jumpan LA store. The Sydney shop explains perfectly what I recently wrote about how Perch could help to create a better in store experience for sneaker shopping. You have to take a moment to check out the work Puma is doing, but more important you have to consider the fact that stores the way they are currently set up can’t implement and give this sort of space to brands not named Nike. The small store format is better suited for brands and this will continue to create the disruption of sneaker retail. Use the source link to read more about Puma’s exciting new concept.