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In this webinar replay, Courtney Eckerle, Manager of Editorial Content, MECLABS, and Tom Davis, Global Head
of E-commerce, Puma , discuss the omnichannel marketing strategy the
company embraced to reach its global audience.
Access our other webinars
Watch it now
Replay available
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Ask questions and tell us what you learned on Twitter! #SherpaWebinar
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Omnichannel Marketing Optimizing digital content efforts to maximize growth in e-commerce
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Ask questions and tell us what you learned on Twitter! #SherpaWebinar
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Speakers
Courtney Eckerle Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis Global Head of E-commerce
Puma
@Hashen
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About the company
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The Big Picture: Growth
Copyright 2014 PUMA. All rights reserved by respective owners.
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Global marketplace complexity
VS.
Copyright 2014 PUMA. All rights reserved by respective owners.
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The Big Picture: “Ctrl + C” and “Ctrl + V” won’t do
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“Successful” brands will data
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The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers
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2
3
4
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Bill
ion
s
2013
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The Big Picture: Mobile users
Mobile phone users
KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers
1
2
3
4
5
6
Bill
ion
s
Smartphone users
Feature phone users
2013
3x-4x growth yet to happen
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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
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The Big Picture: May 2, 9:44 p.m. CET Example: European device usage on Puma.com
52% Desktop
22% Tablet
25% Mobile
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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.
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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
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Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
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Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
![Page 19: Replay available - MarketingSherpa · omnichannel marketing strategy the company embraced to reach its global audience. Access our other webinars ... “Successful” brands will](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f1769a2ead51d7aab266a0e/html5/thumbnails/19.jpg)
E-commerce Education & Strategies from Leading Brands
May 18-20 | New York | Javits Center Focus.irce.com/b2b S
ave
th
e D
ate
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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.
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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
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Copyright 2014 PUMA. All rights reserved by respective owners.
Puma must move toward a multi-device world
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Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
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“It’s all the same, only the names
will change.”
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Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1994
1995
1996 1998
1999 2001 2005 2009 2011 2013
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Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 2011 2007 2013 2003
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Only the names change
Copyright 2014 PUMA. All rights reserved by respective owners.
1999 2001 2005 2009 2011 2007 2013 2003 Our e-commerce strategy is believing our constant
over time is production information over brand
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Challenges
Unifying brand and e-commerce
experiences
Improving product
information and digitizing assets
Optimizing internal structure
![Page 30: Replay available - MarketingSherpa · omnichannel marketing strategy the company embraced to reach its global audience. Access our other webinars ... “Successful” brands will](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f1769a2ead51d7aab266a0e/html5/thumbnails/30.jpg)
E-commerce teams before
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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
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E-commerce teams after
NA EUR APAC
Global
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What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Puma centralized the e-commerce business
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What we changed to be successful
Copyright 2014 PUMA. All rights reserved by respective owners.
Global team
Puma centralized the e-commerce business
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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
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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
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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
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Thank you!
Courtney Eckerle Manager of Editorial Content
MECLABS
@CourtneyEckerle
Tom Davis Global Head of E-commerce
Puma
@Hashen