Indian Economy News

PUMA opens first interactive retail store in India

  • IBEF
  • October 11, 2019

PUMA, a global sportwear brand and the largest sportswear brand in India, recently launched its completely redesigned, interactive retail store in India.

The front of the interactive store mimics the sole patterns of its iconic suede sneakers. The idea behind the store is to bring technology, sports and experiential retail under one roof. The store is in Bengaluru's Indiranagar and has digitally connected offerings, innovative customer engagement zones and an in-house customisation studio.

Abhishek Ganguly, Managing Director, PUMA India said, "We believe that experience is the biggest proposition for offline retail as much as convenience is key to online retail. And, that's precisely the reason for launching a first-of-its-kind PUMA store in India. We plan to open similar interactive retail stores in Delhi and Mumbai in due course."

He added, "Globally, in 2016, India was the eighth largest market for PUMA and by 2020 it will be the fifth largest. We are growing at 20-25 per cent Y-o-Y."

The store also features tried and tested experiential elements from the recently launched PUMA store at Fifth Avenue in New York City. 

The main features of the store include an F1 Simulator, which highlights the success of PUMA's Motorsport category in India, that can be used by customers to virtually race down the streets of New York City. The customisation studio, PUMA x YOU, let the customers to personalise their own PUMA footwear, apparel and accessories using embroidery and print, choosing from 100 quirky designs.

The interactive screen allows the customers to have access to all the PUMA products and virtually scan through the entire range, go through product information. This let them to directly place an order from the warehouse and have it shipped to their homes.

The store also displays the one8 collection that PUMA debuted in collaboration with cricketer Virat Kohli in 2017. The store will also have the exclusive range of the new basketball collection as the brand's successful re-entry into Basketball globally recently saw the company entry into the Performance Basketball category in India. 

PUMA, a global sportwear brand and the largest sportswear brand in India, recently launched its completely redesigned, interactive retail store in India.

The front of the interactive store mimics the sole patterns of its iconic suede sneakers. The idea behind the store is to bring technology, sports and experiential retail under one roof. The store is in Bengaluru's Indiranagar and has digitally connected offerings, innovative customer engagement zones and an in-house customisation studio.

Abhishek Ganguly, Managing Director, PUMA India said, "We believe that experience is the biggest proposition for offline retail as much as convenience is key to online retail. And, that's precisely the reason for launching a first-of-its-kind PUMA store in India. We plan to open similar interactive retail stores in Delhi and Mumbai in due course."

He added, "Globally, in 2016, India was the eighth largest market for PUMA and by 2020 it will be the fifth largest. We are growing at 20-25 per cent Y-o-Y."

The store also features tried and tested experiential elements from the recently launched PUMA store at Fifth Avenue in New York City. 

The main features of the store include an F1 Simulator, which highlights the success of PUMA's Motorsport category in India, that can be used by customers to virtually race down the streets of New York City. The customisation studio, PUMA x YOU, let the customers to personalise their own PUMA footwear, apparel and accessories using embroidery and print, choosing from 100 quirky designs.

The interactive screen allows the customers to have access to all the PUMA products and virtually scan through the entire range, go through product information. This let them to directly place an order from the warehouse and have it shipped to their homes.

The store also displays the one8 collection that PUMA debuted in collaboration with cricketer Virat Kohli in 2017. The store will also have the exclusive range of the new basketball collection as the brand's successful re-entry into Basketball globally recently saw the company entry into the Performance Basketball category in India. 

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.

Partners
Loading...