Puma reignites customer loyalty rewards with Google Cloud’s AI

Sportswear giant, Puma, has today announced that it will deploy Google Cloud’s AI solutions to help personalise product discovery, improve customer loyalty rewards and create easy online-to-offline purchases.

This will pave the way for consumer-facing innovations, ranging from generative AI shopping assistants to virtual try-ons as well as AI-driven loyalty programs.

The collaboration will see Puma shift parts of its e-commerce ecosystem, including puma.com, to Google Cloud and build out a global e-commerce data platform. Early stages of implementation have already shown a 19% increase in average order value.

Pancho Ortuzar, Director Global E-Commerce Engineering at Puma: "With Google Cloud’s AI and data capabilities, we have been able to not only gain a far better understanding of our customers, but also translate that insight into frictionless commerce, and more personal shopping experiences both online and offline.

"Migrating our e-commerce infrastructure to Google Cloud will greatly accelerate our efforts towards making Puma’s direct-to-consumer channels a significant driver of overall business growth."

Carrie Tharp, VP Strategic Industries at Google Cloud, added: "As consumer tastes become more personalized and bespoke, popular brands will need to look at technologies like generative AI to stay ahead of the curve.

"Puma's partnership with Google Cloud is leading the industry in applying cloud, data analytics, and AI to transform the customer experience."

During this multiyear partnership, Google Cloud’s AI capabilities will sit at the heart of Puma.com’s refreshed global loyalty program, accelerating rewards transactions and tailoring special offers and promotions to the preferences of both individual shoppers and their families.

Ortuzar said: "Family has always been a big part of the Puma experience and our AI-driven approach to loyalty will help us better understand and reward customers based not just on the individual but also on family needs.

"By streamlining the technology stack and eliminating data silos with the help of Google Cloud, Puma employees are now freed up to pursue innovative uses of AI and other technologies that build stronger, more nuanced relationships with customers."