PUMA races towards digital transformation

Global sports brand PUMA began 2020 with a robust plan to continue its momentum in designing, developing, marketing and selling products that athletes love. But when the COVID-19 pandemic hit, shopping routines shifted dramatically as more consumers jumped online to make their purchases. PUMA’s customer support team faced a sharp increase in order enquiries even as the company fielded higher-than-average basket dropout rates. However, without specific feedback, it was unclear how to remove friction or why customers were abandoning the website without completing their purchase.

PUMA recognised that enhancing its online shopping experience would drive success during the pandemic and beyond. It turned to GetFeedback by Momentive for the rapid insights it needed to quickly evolve its business model, identify opportunities in the customer journey and improve the digital customer experience.

Joey CasaDeCalvo, senior manager of customer experience for PUMA North America’s ecommerce site, began by implementing GetFeedback by Momentive throughout the customer journey. This included embedding feedback buttons into the checkout and confirmation pages to get real-time feedback as people shopped. “The amount of feedback that we got in right away blew my mind,” said CasaDeCalvo. “And it really helped when it came to driving our roadmap and reprioritising the changes that we wanted to make.”

CasaDeCalvo soon discovered that consumers were using the shopping basket to save their favourite products for later. In response, PUMA added a wish list feature that improved customer engagement and reduced basket abandonment rates all at once. And when customer feedback spotlighted snags in the payment process, PUMA was able to unblock revenue flow by introducing new payment options and resolving a PayPal connectivity problem.

Senior Manager, Customer Experience
PUMA North America

When PUMA embedded a feedback widget on all its FAQ articles, it learned how to improve the information on those pages. This allowed the company to proactively meet customer needs, accelerate conversion and reduce the number of escalations to its customer support team.

CasaDeCalvo and his team also learned that customers wanted the ability to track the entire journey of their purchase – something that may have been especially important as the world saw cross-industry shipping delays and supply chain issues. So PUMA introduced SMS order updates and quickly saw a significant decrease in order status enquiries.

Senior Manager, Customer Experience
PUMA North America

In a short period of time, PUMA gathered valuable insights into the ways it could transform its online shopping experience. As a result, it revised its roadmap and made comprehensive improvements, from refining FAQ articles and speeding up checkouts to offering customers more payment methods and shipping notifications.

PUMA saw a drop in basket abandonment after improving its overall digital experience and payment features. PayPal orders and NPS rose by 52% and 11%, respectively, while the company’s payment-related customer support cases dropped by 62%. Not only did revenue increase, but the volume of negative customer feedback also fell dramatically, as customers became more engaged and highly satisfied.

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