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PUMA India generates additional store sales with Fynd Store OS

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Customer Story
PUMA India generates additional store sales with Fynd Store OS
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Discover how PUMA India boosted its in-store sales and enhanced customer satisfaction by integrating Fynd Store OS into their existing tech stack

About the brand

Since 1948, PUMA has been a global leader in performance and sport-inspired footwear, apparel, and accessories. With a presence in over 120 countries, PUMA is synonymous with style, innovation, and high-performance gear. Known for its cutting-edge designs, PUMA consistently meets the evolving needs of its customers, from the track to the streets.

Background

As a pioneer in sportswear, PUMA is always at the forefront of innovation, seeking ways to engage loyal customers and boost sales beyond traditional retail. With a strong legacy system in place, PUMA needed in-store technology that could seamlessly integrate with their existing tech stack, ensuring minimal disruption while maximizing impact. The brand also sought custom features to enhance brand recognition and deliver a more personalized customer journey.

Fynd Store OS emerged as the ideal solution, offering seamless integration with PUMA’s systems and powerful tools to optimize in-store operations. This allowed PUMA to further elevate the customer experience, reinforce brand loyalty, and drive significant sales growth.

“As a leading sports brand in India, PUMA wanted to delight the walk-in customers of our stores with a powerful endless aisle to seamlessly access our full range of products, with larger options of size and colour. With Fynd as our endless aisle provider, we made our entire warehouse inventory available for sale through our stores, offering a game-changing solution for our offline customers.”
Aniket Kothari,
Head O&O Ecommerce, PUMA India

Challenge #1: Enhancing in-store experience without overhauling systems

PUMA sought in-store technology to boost performance and enhance customer experiences while minimizing disruption to its established systems. As a legacy brand, PUMA relied on robust POS, ERP, WMS, and other core systems that formed the backbone of its operations.

They needed a solution that could integrate seamlessly with existing partnerships, avoiding the complexities of new contracts, while offering scalability.

Solution:

PUMA chose Fynd Store OS, a composable platform that seamlessly integrated with its existing systems, allowing for operational efficiency and scalability.

PUMA leveraged Fynd's adaptable platform to integrate with essential services.

1) For inventory sync

Fynd facilitated a seamless connection with PUMA’s merchandising solution and ERP on Increff, enabling store associates to access pan-India inventory synced in real-time across all brand stores.

2) For order routing & fulfillment

Fynd OMS captures orders placed at the stores and routes them to PUMA’s WMS on Increff. This composability enables PUMA to process orders from its existing system while leveraging Fynd OMS for delivery partner assignment, invoice generation, and return management.

3) For payments

PUMA wanted complete control of all order transactions by direct payments into its PayU account. Being a composable platform, Store OS enabled PUMA to link its existing PayU accounts for streamlined payments, reducing the hassle of payment reconciliations for PUMA.

4) For deliveries

Fynd integrated with PUMA's chosen delivery partners, Delhivery and Bluedart, using Fynd Logistics Module to efficiently route orders from the fulfillment center to the customer delivery location.

Photo describing PUMA’s current integrations for POS, OMS, shipping, payments and storefronts
PUMA’s current integrations

Impact:

By adopting Fynd Store OS, PUMA weaved new capabilities into their established systems, rather than abandoning or overhauling them.

  • Minimal disruption to existing systems 
  • Faster implementation and go-to-market time

Challenge #2: Limited inventory visibility in stores limiting the ability to meet growing customer demand 

PUMA wanted to give a wider inventory visibility to the walk-in customers. Why limit choices when you can spoil your customers for choices? They needed a solution that would give store associates access to inventory beyond the local store and also showcase the warehouse inventory in stores.

Solution:

Fynd Store OS integrated with POS and ERP across all stock points for PUMA and created a unified inventory view across all its warehouses and stores. This enabled PUMA to offer:

1. Wider product choice

Store associates across all outlets can access a global inventory and sell products from other stores and warehouses, overcoming the limitations of selling products not physically available in-store, offering more options to the customers.

2. Unified brand experience

PUMA gave its customers access to brand-wide products, including exclusive or limited collections, irrespective of the selling location. This ensured a consistent brand experience for all PUMA customers

3. Upselling & cross-selling

Endless aisle boosted upselling and cross-selling by showcasing product recommendations and one-click access to product details, helping staff offer tailored suggestions.

Impact:

  • Additional store sales without the need for additional physical inventory
  • Improved customer satisfaction
  • Increase in average basket size

“Internally, with Fynd’s endless aisle solution, it is now easy for us as a brand to trace a product sale back to the exact store staff member. This feature has encouraged our store staff to further engage with our customers and use Fynd to accomplish sales. In addition, Fynd also helps us to replicate store-specific offers for a seamless customer experience.”
Aniket Kothari,
Head O&O Ecommerce, PUMA India

Challenge #3: Catering to loyal customers remotely through distance selling

PUMA sought innovative ways to drive sales by engaging loyal shoppers remotely, without requiring them to visit the store.

Solution:

Fynd Store OS enabled store associates to share customized collections. They could offer personalized experiences to the customers with tailor-made shoppable carts, based on purchase history, wishlists, or abandoned carts. They also delighted loyal customers by sharing a newly launched latest product collection.

Additionally, Fynd Store OS empowered remote engagement through channels like WhatsApp, email, SMS, and QR codes. Store staff could easily share:

  • Personalized micro-collections
  • Custom collections based on customer preferences
  • Pre-filled shopping carts
  • Payment links for quick checkouts

Impact:

  • Increased sales conversions by sharing a selected catalog, customized to personal liking of customers
  • Strengthened customer relationships with frequent buyers

Photo describing a store associate using Fynd Store OS to sell products remotely
Distance selling made possible to sell anywhere, anytime

Challenge #4: Implementing tailored promotions and offers

PUMA wanted to replicate all their in-store promotions on the Fynd Store App, along with some customized discounts for select stores.

Solution:

Fynd’s promotion engine simplifies discounts & promotions management and offers PUMA to tailor-meet specific requirements. This solution supports a range of complex and interactive promotion types, enhancing engagement and sales.

  • Staggered discounts based on purchase quantity or value
  • Flat discounts on select styles
  • Percentage discounts for specific product categories
  • ATV (Average Transaction Value) offers to incentivize higher transaction values
  • GWP (Gift With Purchase) deals and special event promotions, including Black Friday and PUMA birthday celebrations.

Impact:

  • Enabled more effective and personalized marketing campaigns
  • Increased customer engagement and sales through targeted offers and promotions

Photo of Fynd Store App with cart promotions and discounts
PUMA offers tailored promotions and discounts on the Fynd Store App

Challenge #5: Improving adoption of in-store technology

PUMA needed a solution to ensure store associates effectively adopted and used new in-store technology. 

Solution:

To improve in-store tech adoption, it was crucial to track sales and performance and incentivize staff to further boost their sales. Fynd implemented a comprehensive approach to drive the adoption of in-store technology through the following:

Store analytics

Custom dashboard for visibility & analysis of store performance, monthly sales, TAT metrics such as order confirmation to fulfillment, store reassignments, returns, etc. Metrics can be analyzed over a daily, weekly, or custom period.

Staff analytics

Fynd Store OS app activity is tracked to measure the usage by individual store staff. The dashboard shows app opens, searches, clicks, and add-to-carts, sales contributions at an employee level. It also shows incentives earned by each associate.

Growth initiatives

PUMA introduced "Train the Trainer" programs and created a growth playbook on Fynd Store OS best practices, enabling operational scalability. Store OS staff conducted regular training to ensure all associates stayed up-to-date.

Incentives program

An incentive program was implemented to reward employees for using the app, linking app usage directly to performance bonuses.

Impact:

  • Enhanced the effectiveness of in-store technology
  • Increased staff efficiency and productivity
  • Monitored sales at an employee level

Challenge #6: Ensuring a seamless brand experience across digital touchpoints

PUMA needed to maintain a unified brand experience across all digital and physical customer interactions, ensuring consistency in branding and messaging.

Solution:

Using Fynd Store OS, PUMA ensured a seamless and cohesive brand presence across every digital touchpoint. Whether customers engaged with the brand online or in-store, the platform provided consistent branding, significantly enhancing customer satisfaction and loyalty.

  • Unified brand identity across the website, mobile app, and in-store interfaces
  • Seamless integration of promotions and offers across digital platforms
  • Consistent customer experience during purchases, returns, and exchanges

Impact:

  • Strengthened brand identity and customer loyalty
  • Improved customer satisfaction with a cohesive brand experience.

Challenge #7: Customizing app features for store staff

PUMA required tailored app functionalities to meet the operational needs of store associates and streamline in-store processes.

Solution:

Fynd Store OS app was customized with features designed specifically for PUMA’s store staff. These included key operational updates such as order management delegation for senior staff, phone number-based order search, and customer information masking for privacy protection.

  • Senior staff gained the ability to manage orders placed by other associates
  • Enhanced order search functionality with phone number integration
  • Privacy improvements by masking sensitive customer information

Impact:

  • Enhanced operational efficiency
  • Improved data management and customer privacy

Offer the best to your customers, just like PUMA

“With PUMA’s  association with Fynd, we have been able to provide ease of shopping and a delivery experience on par with our Forever Faster digital platforms Puma.com and PUMA shopping app. PUMA’s association with Fynd has been a success and promises to accomplish more landmarks in time to come.”
Aniket Kothari,
Head O&O Ecommerce, PUMA India

This case study highlights PUMA’s commitment to leading in ecommerce innovation. By implementing modern features like endless aisle and creating seamless, efficient experiences for both customers and store staff, PUMA showcases the power of an agile, customer-centric approach to delivering exceptional results.

Our work with PUMA shows how we can tailor solutions for any brand. Fynd Store OS offers the flexibility to create the brand experience you want.

Future-proof your brand—connect with an expert today!

Customer Story
PUMA India generates additional store sales with Fynd Store OS
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