Puma Goes Omni Case Study

Author: Arthur | 452 words, 3 minutes | 2020-09-08 | Category: Notes

e-commerce, ecom6013, hku

Translations: ZH

Puma Goes Omni

About Puma

Puma Official Website

A Fancy Presentation

Slogan: “Run The Streets. Do You.”

The third largest sportswear manufacture in the world. (2018)

The company was founded in 1948 by Rudolf Dassler.

Building a Centralize Website

Restructuring Strategy

  • Replacing multiple e-commerce sites on different platform
  • Unifying content and product strategies
  • Building multiple teams in different regions, separate tasks

Content Management System (CMS)

“Database software program specifically designed to manage structures, unstructured data and objects in a Website environment."

Purpose

  • Consistent branding
  • Enables category managers
  • Flexibility to various scales
  • Language translation tool
  • Other features

Reason

  • Better collecting data
  • Easily rolling out campaign
  • Cohensive brand management
  • Convenience

Social Media (Multiple Channels)

  • Extensive presence on specific pages
  • Driving conversations
  • Better understanding
  • Maximizing dta driven scale

Maintain an extensive presence on:

  • Facebook
  • Instagram
  • Twitter
  • Pinterest
  • Youtube

Other Outstanding Cases

  • Orient Commercial Joint Stock Bank (OCB)
  • Starbucks
  • Bibo Mart

Discussion Topic #1 Why did Puma build a single centralized website rather than continue with multiple websites serving different countries and regions

Puma has been developing for more than 70 years. It’s one of the largest sportswear manufacturers in the world. How to manage such a large scale business and tremendous amount of data has become a major challenge in its development.

Puma used to deploy multiple websites to present its information according the functions or the locations, which brings several problems. When the company needs to update new products or services, the relevant staffs needs to update all the information on different platform, which is time-costing and unnecessary. Not only should puma hire more staffs to handle these tedious work, but it also increase the risks of making mistakes. In addition, too many different websites especially in different layouts or style will confuse customers, causing negative impacts on forming the brand.

Firstly, one of the most important benefits brought out by a single centralized website is a consistent brand image. Consistent styles of all platform will bring customers better visual experience and strengthen their impression about the company. Secondly, one integrated website can divide different functions or parts into various category using Content management System (CMS) instead of running different websites at the same time. It’s more convenient for company to manage and for customers to get the target products or services. Besides, using responsive design technology will increase the flexibility of the website on different platforms such as laptops, tablets and smartphones. Also, language translation tools can be integrated into the website so as to help potential users can get the information. What’s more, company can better collect data from this centralized website system. Using these data Puma can perform better in understanding the clients - their capabilities, desires and so on.

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Arthur

Author

Arthur

Blockchain (Golang) Developer, MSc Student in Department of Computer Science @ The University of Hong Kong (HKU). Love to learn and build things. Follow me on GitHub