In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers. Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.

1. Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar

2. Omni-channel Marketing
Optimizing digital content efforts to maximize growth in e-commerce

3. Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar

4. Speakers
Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis
Global Head of E-commerce
Puma
@Hashen

5. About the company

6. The Big Picture: Growth
Copyright 2014 PUMA. All rights reserved by respective owners.

7. Global marketplace complexity
VS.
Copyright 2014 PUMA. All rights reserved by respective owners.

8. The Big Picture: “Ctrl + C” and “Ctrl + V” won’t do

9. “Successful” brands will data

10. The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by
Kleiner Perkins Caufield & Byers
1
2
3
4
5
6
Billions
2013

11. The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by
Kleiner Perkins Caufield & Byers
1
2
3
4
5
6
Billions
Smartphone users
Feature phone users
2013
3x-4x growth
yet to happen

12. The Big Picture: Mobile infusion
Copyright 2014 PUMA. All rights reserved by respective owners.
32% 33%
43%
49%
22%
28%
18% 21%
15% 14%
38%
40%
Europe N. America India Russia China Japan
2013
Q1: 2014

13. The Big Picture: May 2, 9:44 p.m. CET
Example: European device usage on Puma.com
52%
Desktop
22%
Tablet
25%
Mobile

14. Puma’s global business footprint
34%
Americas
40%
EMEA
26%
APAC
*Puma’s sales are
global; however,
our e-commerce
sales are not
Copyright 2014 PUMA. All rights reserved by respective owners.

15. Puma’s global business footprint
34%
Americas
40%
EMEA
26%
APAC
*Puma’s sales are
global; however,
our e-commerce
sales are not
Copyright 2014 PUMA. All rights reserved by respective owners.
CHALLENGE: Before going global, we
must consider several factors

16. Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
internal structure

17. E-commerce Education & Strategies from Leading Brands
May 18-20 | New York | Javits Center
Focus.irce.com/b2b
SavetheDate

19. Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
internal structure

20. The Mission: A unified site
Bring brand, content and shopping together in a
way that makes the whole greater than the
sum of its parts – globally.
Copyright 2014 PUMA. All rights reserved by respective owners.

21. 2 Separate Sites: Brand
and E-commerce
Few legacy wholesale organizations
remain separated; slow to respond
to market
Unification: Evolution of brand sites
1 Site: E-commerce
Quickly moving to vertical model for
speed and scale
Copyright 2014 PUMA. All rights reserved by respective owners.

22. Copyright 2014 PUMA. All rights reserved by respective owners.
Puma must move toward a multi-device world

23. Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
internal structure

24. “It’s all the same,
only the names
will change.”

25. Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1994
1995
1996 1998
1999 2001 2005 2009 2011 2013

26. Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 20112007 20132003

27. Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 20112007 20132003
Our e-commerce strategy is believing our constant
over time equals production information over brand

28. Challenges
Unifying brand
and e-commerce
experiences
Improving
product
information and
digitizing assets
Optimizing
internal structure

29. E-commerce teams before

30. E-commerce teams before
• 9 independent e-commerce teams
• 12 owned and operated e-commerce stores
• Multiple marketplaces
• 30+ markets
• 8 languages
• 9 currencies
• Demandware, marketplaces and other third-party platforms

31. E-commerce teams after
NA EUR APAC
Global

32. What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma centralized the e-commerce business

33. What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centralized the e-commerce business

34. What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centralized the e-commerce business
Regional Regional Regional

35. Breaks down
barriers of brand vs.
retail
E-commerce-first
digital environment
Global team
What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma centralized the e-commerce business
Regional Regional Regional

36. Top takeaways
1
2
3
Internal vs. external alignment (structure, strategy and goals): Is your company set up to be
successful (globally)?
We are moving toward a “mobile-first economy.” The PC era is ending.
It’s a trap! Don’t just think of the brand site – it’s marketplaces that drive emerging markets.
4 Success = + data

37. Thank you!
Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis
Global Head of E-commerce
Puma
@Hashen