PUMA Shows Why Omnichannel Retail CX Now Runs on Data

Insight summary

• •PUMA's omnichannel retail strategy is driven by activating customer, catalogue, behavioral, and transaction data.
• •Direct-to-consumer sales increased to 32.4% of total sales in 2025, up from 28.9% the previous year, despite overall sales declining.
• •Cross-sell automation campaigns boosted customer return rates within 30 days from 16% to 19%, improving efficiency by 20%.
• •The Birthday Bash campaign generated a 60% uplift in offline revenue and nearly tripled online revenue.
• •PUMA's mobile app campaign achieved 8,000 installations in 25 days, with a 4.38% view-to-click rate and 12% non-paid revenue attributed.
• •PUMA integrates online and offline data collection by offering customers value exchanges in-store such as loyalty benefits to capture data.
• •The company's retail transformation shows the importance of connecting customer data to product catalogues, campaigns, and moments to enhance shopping experiences.