Puma is to let fans purchase goods directly from its social media posts after admitting to playing "catch-up" in the ecommerce arena to more experienced rivals.
The move is a first for the brand as it looks for new ways to better align marketing and sales. It will follow tests, launched at the start of the month, on YouTube that give fans the option to click to buy its evoPower football boots while they watch.
“If we’re going to talk about the product and show the product then let’s let people actually buy the product,” Puma’s european head of ecommerce Ken Kralic said, while presenting a keynote presentation at the IMRG Fashion Connect conference earlier today (12 February). “This is a whole new thing for this organisation. This happened for the first time two and a half weeks ago, [and this is about] us catching up.”
In response to a question posed by The Drum, Kralick revealed that Puma is also looking to introduce a wider roll out of the shoppable ads across social media in 2015 to avoid “offending” consumers who find and want to buy Puma products via social platforms However, he warned that changes in its organisational practice would first need to take place.
“A lot of things within our organisation are a global effort from a branding standpoint,” he explained. “So getting the shoppable situation into those [social] areas we must do not only from a sales standpoint but from a customer service standpoint.
“The difficulty with our organisation is that we have a global marketing organisation but have regionally tactical ecommerce situations, and being able to get that routed to the proper place is the next step and that’s 2015, I hope.
“There are some issues there where there’s money left on the table, it offends the customer, like my son, who is in Instagram and wants to shop and doesn’t use Google, but it takes an organisational change to make that happen.”
Separately, Kralick said that Puma “very much” tries to encourage its consumers to visit its owned stores given the nature of its products.
“We have Wi-Fi in all of our stores, we’re rolling out iPads and also mobile phones to each of our customers specialists so that if they [customers] choose to purchase online within in a store we’ve actually made a way so that the store, even though the transaction took place online, gets it relegated within its numbers.”