- PUMA is a leading sports and lifestyle brand that partners with Certona, a leader in personalization, to provide omnichannel personalization experiences for customers. - Through Certona's personalization platform, PUMA can deliver personalized recommendations and content to customers across its website, mobile, email, and in-store channels based on customer browsing history, purchases, and other attributes. - A case study on PUMA's 2012 Olympics campaign showed a 22% increase in revenue per recommendation through consistent omnichannel messaging and personalized recommendations of Olympic product collections.

1. Delight Your Omnichannel Shoppers With A
Personalization Strategy Beyond Traditional Commerce
Elias Moubayed, Sales Director, Certona
David Salisbury, EU Content Manager of Online & Mobile Commerce, PUMA

2. • Founded in 1948, PUMA is one of the world’s leading Sport
Lifestyle companies that designs & develops footwear, apparel,
and accessories. Distributes its products in 120+ countries.
• PUMA is committed to contributing to the world by supporting
Creativity, Sustainability, and Peace
• It does this by staying true to the principles of being Fair,
Honest, Positive, and Creative in decisions and actions
• Strong focus on providing & eliciting Joy from everyone

3. • Founded in 2004, Certona is the leader for true omnichannel
personalisation
• Serve 400+ sites worldwide that represent >$23 Billion in
annual online revenue
• Recognised as a Top Personalisation Leader by the IR Top 500
Guide for 5 consecutive years: 2009 - 2013

4. It’s all about the individual!
Personalise Anytime, Anywhere
Personalising the customer’s brand & shopping
experience in real-time, across multiple touch
points and channels increases customer lifetime
value and loyalty

5. Resonance Personalization
Platform
Real-Time Optimisation
Business Drivers
& Best Practices
Merchandising
Rules
Historical
• Browsing History
• Past Purchases
• User Preferences
• Demographics
• Ratings & Reviews
Catalog
• Product Attributes
• Content Attributes
• Customer Attributes
Real-Time
• Current Session
Behavior
• Site Context
• Referring Site
• Geo-Location
• Time of Day
Multi-Algorithm
Optimization
Targeted
Content
Mobile
Email
Contact
Center
In
Store
Web

6. • Apparel
• Accessories
• Automotive Parts
• Toys
• Consumer
Electronics
• DVD/Movies
• Furniture
• Gifts
• Grocery
• Nutrient
Supplements
• Office Supplies
• Pets
• Sporting Goods
• Video Games
• Housewares
Client Experience
We have leaders across multiple retail categories:

7. Client Experience

8. PUMA And Certona Partnership
• PUMA continues to expand globally
• We partner together to localise & personalise region specific
shopping patterns
• UK, Germany, France, & Switzerland
• Product grouping
• 5000 plus SKUs available
• Story Telling is key to PUMA marketing
• Provide robust recommendation strategies
• Adapted with rules to fine tune
• Meet business goals and marketing needs

9. Personalisation Locations: Puma.com
Product Detail Page
Hub Landing Page
No Search Page
Shopping Cart Page
Purchase Confirmation

10. Show me something similar and what others have co-viewed with this item…
Story telling
Resources limited efficient method to display products
Example: Product Detail

11. Improving the Customer Experience
• Website Additions:
• Second Box On PDP Using Recently Viewed
• Make it easy to shop
• Recommendations Boxes For:
• Add To Cart: Extend the shopping experience
• Quickview: Give recommendations with the details
• Home: Welcome back to the site
• Category (Currently Underway): Find the top most up to date items quickly

12. The provision of a consistent, seamless
personalised brand & shopping experience
across every customer touch point
What Is Omnichannel Personalisation?

13. Search
Web Email Contact
Centre
Mobile Store Social
The Omnichannel Journey
Landing Page
Browse Products
View Video
Remarketing
Email
Call Contact
Centre
Mobile
Check-In
POS
Purchase
Share on
Facebook
Click Ad

14. PUMA created a campaign
focused on the 2012 London
Summer Olympics that
included:
• Special Instagram &
Facebook Pages
• Olympic Themed Brand
Emails
• A PUMA Brand Olympic Site &
Landing Pages
• Olympic Themed Category &
Product Detail Pages (PDPs)
Omnichannel Case Study: 2012 Olympics

15. PUMA provided a catalog of
special Olympic collections
Focused on Product Detail
and Category page
recommendations
Certona created a custom
personalization type for
Olympic products
Consistent messaging
from social media to email to
site
Omnichannel Case Study: 2012 Olympics

16. Results:
22% Increase
Revenue Per Recommendation
compared to other strategies
17% Increase
items per order
15% Overall
responder rate
(consumers who interacted
with recommendations)
80% Sell Out
of Olympic gear
Omnichannel Case Study: 2012 Olympics

17. Future Learnings and
Considerations :
• Prepare list to market items
as soon as possible
• Coordinate messaging across
all sites to drive additional
revenue
• Consider bias of specialised
products across the site,
instead of custom rec types
• Personalisation types of ‘Hot
Sellers’ or ‘Trending’ could
also drive results
Omnichannel Case Study: 2012 Olympics

18. Average Annual Recommendation Demand*
May 2012 – May 2013
Percentage of E-Commerce revenue attributed to Demand
Personalisation Success
Region
Percent
Demand From
Recs
EU 9.07%
Switzerland 12.95%
Germany 11.24%
France 10.33%
UK 9.02%
*These metrics have been determined by Certona

19. Revenue Contribution (UK): Responders*
Product Detail Page drives the highest revenue
KPIs are better than site averages
Personalisation Success
Metric Responders
Conversion Rate 2.34%
Average Order Value £73.08
Items Per Order 2.31
*These metrics have been determined by Certona

20. Keys To Success
• Close working relationship with Certona Account managers
• Quick access to support
• Clear and logical product catalogue data for flexible rule writing
• Bi-weekly review processes of rules and strategies
• Testing and Reviewing - the cycle is continuous
• Consideration of seasonality & release of collection

21. Q & A

22. Thank You!