Puma has announced a collaboration with Google Cloud aimed at enhancing its online retail operations worldwide. The partnership will leverage Google Cloud’s data, analytics, and AI solutions to optimize the online shopping experience for Puma’s customers.
Key aspects of the collaboration include migrating Puma’s e-commerce ecosystem to Google Cloud, which will enable the integration of AI-driven features such as generative AI shopping assistants, virtual try-ons, and AI-driven loyalty programs. Early results have shown a 19 percent increase in average order value, which can be attributed to better customer understanding and tailored content delivery through Google Analytics and BigQuery.
Pancho Ortuzar, Director of Global E-Commerce Engineering at Puma, highlighted the partnership’s significance, emphasizing the potential for accelerated growth in Puma’s direct-to-consumer channels through enhanced personalization and frictionless commerce. “With Google Cloud’s AI and data capabilities, we have been able to not only gain a far better understanding of our customers but also translate that insight into frictionless commerce and more personal shopping experiences both online and offline,” he said in a statement.
Over the course of the agreement, Puma plans to incorporate Google Cloud AI capabilities across its direct-to-consumer channels. Vertex AI Search will enhance product discovery and provide personalized recommendations on its website, while generative AI and visual search tools will power future offerings such as virtual try-ons and personalized shopping experiences.
Additionally, Google Cloud’s AI capabilities will play a central role in revamping Puma’s global loyalty program, enabling tailored rewards and promotions based on individual and family preferences.
Cost savings and improved data insights
The migration to Google Cloud will consolidate Puma’s global e-commerce data, providing end-to-end insights into customer engagement and driving faster and more accurate personalization of products and offers. According to a press release, the move will generate substantial cost savings and improve data exchange with partners and vendors.
Carrie Tharp, VP of Strategic Industries at Google Cloud, emphasized the importance of leveraging technologies like generative AI to meet evolving consumer demands, positioning Puma’s partnership with Google Cloud as a leader in transforming the customer experience through cloud, data analytics, and AI. “As consumer tastes become more personalized and bespoke, popular brands will need to look at technologies like generative AI to stay ahead of the curve,” Tharp said. “Puma’s partnership with Google Cloud is leading the industry in applying cloud, data analytics, and AI to transform the customer experience.”
