Technology in retail: how interactive stands improve Puma’s customer experience

In modern retail, innovation plays a key role in attracting customers and creating a unique customer experience. Approaches to interacting with brands are changing, and companies are looking for solutions that combine digital technology and traditional shopping. One of these technological solutions is the development of interactive stands for Puma stores, which was implemented by the Elpix team. These counters have become an important element of the retailer’s digital transformation, allowing customers to get product information without having to contact staff. Our task was to create a user-friendly, intuitive and effective tool that not only improves the product selection process, but also emphasises the innovative nature of the Puma brand, which follows the concept of FOREVER FASTER.

Client

Puma is one of the most influential sports brands in the world, founded in 1948. Its products combine technology, comfort and style. The Puma logo in the form of a swift jaguar symbolises speed, dynamics and progress. The brand actively cooperates with leading athletes, clubs and designers, which makes it recognisable and popular in the world of sports and street fashion. Puma has over 40 stores in Ukraine, including flagship locations in Kyiv, Lviv, Odesa, Dnipro and Kharkiv.

Challenge

Puma was looking to improve the customer experience in physical stores, especially in today’s retail environment where speed and convenience are key factors. The brand was looking for a solution that would automate the process of providing product information, provide a better shopping experience and maintain brand awareness in major shopping centres in Ukraine. Key challenges:

• Provide quick access to information about products without the need to contact sellers.
• Make the process of choosing products more interactive and convenient.
• Integrate an innovative solution that would be in line with the FOREVER FASTER philosophy.

Project goal

To develop and implement interactive touchscreen counters that will meet modern retail needs and integrate digital technologies into Puma’s physical stores. The main goal is to create a solution that will increase customer convenience and emphasise the brand’s innovative image. The interactive counters must meet the following criteria:

1. Help customers quickly find the information they need about products.
2. To improve the customer experience in Puma stores.
3. Reflect the brand’s corporate identity and dynamics.

Visualisation of interactive solutions for the client

Implementation

Elpix has created modern interactive counters that are already in operation in shopping centres across Ukraine, providing customers with quick and easy access to information about Puma products. This solution has become an important tool for improving the interaction between the brand and customers.

Key features of the solution:

• 32-inch touch screen – high-quality display with crisp images and instant response for a comfortable interaction.
• QR scanner – customers can scan product barcodes or use smartphones to quickly access detailed information on product characteristics, availability and price.
• Intuitive user interface is designed with user convenience in mind, allowing you to easily find the products you need, browse new collections and get acquainted with current offers.
• Updated Puma light logo integrated into the rack body, is illuminated in the brand’s corporate colours, which attracts attention and enhances the image of modern and innovative retail.
• Interactive advertising materials – interactive touch screens can display videos, advertising campaigns and special offers, making them not only an information but also a marketing tool.

Implementation of interactive stands

Results

1. Increase in customer engagement by 45% – users are more likely to interact with brand products through interactive features.
2. Optimising staff performance – нthe number of requests to consultants with questions about product characteristics, availability and prices decreased by 30%.
3. Increase conversion to purchases by 20% – customers who use an interactive counter are more likely to complete a purchase.
4. Positive impact on brand image – Puma reaffirms its status as an innovative leader in sports fashion, highlighted by the FOREVER FASTER concept.
5. Increase the average time spent by customers in the store by 15% – thanks to multimedia counters, customers spend more time in the store, which has a positive impact on sales.

Conclusion

Elpix and Puma’s collaboration has shown how innovative technology can transform the customer experience and store operations. Interactive counters have become an important element of Puma’s new concept, providing fast interaction of customers with the brand. They are already operating in shopping malls and have become an effective tool for attracting new customers.

The use of multimedia racks made it possible to reduce the workload on staff, as customers can solve most of the questions about products on their own. There has also been a significant increase in interest in products, as the interactive format of interaction makes the selection process more convenient. Digital solutions have not only optimised store operations, but also strengthened the image of Puma as a leader in the introduction of modern technologies in the sports retail sector. This is further proof that technology can change traditional shopping, making it more comfortable and efficient.