“In India, we are seeing a growing focus on fitness,” points out Jackson Fernandez, Head of Ecommerce. “We want to further encourage our consumers down this fitness journey by offering them the right products.”

PUMA’s consumers are also a digitally-savvy generation and increasingly shop online. “Mobile traffic to our site has been steadily increasing,” says Fernandez. “This means that every decision we take has to be mobile-first.”

Globally, the company had overhauled and relaunched mobile-first websites in around 24 markets using Salesforce, and the feedback from there had been very encouraging.

“It soon became clear to us that if we had to go ahead, it would have to be with Salesforce,” says Fernandez. “Being on the same platform as our global counterparts would give us the chance to be a part of an ecosystem of continuous product development. Not only was the Salesforce platform very stable, but it also meant that the go-to-market time for features and enhancements would significantly reduce because we could adopt features already tested in other regions.”

PUMA India deployed Salesforce Commerce Cloud in August 2019 to enhance the mobile shopping experience for their consumers. With best practices in mobile UX design, merchandising, and technical architecture being built into the solution, they could offer their customers an experience that was seamless and efficient.

“On the new platform, it is fast and easy for customers to use filters, get results in line with what they are looking for, add them to the cart, and pay with the right payment options,” says Fernandez.

Once the site was re-architected to deliver a smooth customer experience, PUMA stepped up their game to build efficiency into every stage of the process.

“We've seen tremendous improvement in the speed at which we've been able to add new enhancements,” details Fernandez.

“We can quickly and easily redesign product pages and make landing pages more responsive.”

PUMA.com now features more responsive landing pages, and more accurate filters. Promotions to incentivise consumers are running smoothly and visitors are shown the right products based on their needs.

Many solutions in the market today allow brands to offer such consumer experiences. So, what makes Commerce Cloud different?

“The primary reason that Commerce Cloud is making us successful is that the platform is robust and can scale,” exclaims Fernandez. “Today, when there is a spike in traffic to the site, we don’t even realise it. It’s that seamless.”

Puma.com today has become a true reflection of the brand’s promise of speed. The site loads 100% faster. With a decrease in webpage load time on both mobile and desktop browsers, the first eventful paint happens at around three seconds.

“Also, the purchase funnel is so smooth that dropouts have reduced. We’ve been able to sell more, and do it faster,” says Fernandez.

The benefits aren’t restricted to the bottomline alone. With the vast volumes of customer data now available, PUMA is able to understand what consumers are buying and market more smartly to them.

Internally, the biggest shift has been in the team’s approach to work. They are focused on bettering product design, growing traffic and optimising content.

The next step in the Salesforce and PUMA India journey is greater collaboration to identify business needs and solve them together. “Puma.com is strategic to our growth and we want it to have a significant chunk of our overall business pie,” says Fernandez.

By delivering a speedy and delightful consumer experience, PUMA India is showing that it is truly ‘Forever Faster.’