Puma hands stores digital makeover

Puma is positioning its retail stores as a lead communications channel in its branding strategy as it looks to capitalise on the expected sales boost from sporting events such as the Olympics and European Championships this year.


The overhaul will see the introduction of  a raft of digital initiatives across its stores in Great Britain, Amsterdam, Munich, Barcelona and New York, including iPads for purchasing products and touchscreens for displaying branded content.

Puma, the world’s third largest sportswear manufacturer by sales, hopes the revamped layouts will ultimately lead to an increase inin-store dwell time.

The brand’s London store on Carnaby Street has been redesigned as part of the revamp and will be unveiled to the public later this week (22 March).

The strategic overhaul is in line with the brand’s push to achieve a projected 10% sales rise in 2012, following better than expected earnings of €3bn (£2.5bn) in 2011.

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