How Puma Measures Success Throughout New Tech


Puma has some earlier expertise connecting with new and present audiences in novel methods.

The 75-year-old sportswear model has labored on Web3 techniques like NFTs (nonfungible tokens), synthetic intellgience, metaverse platforms like Roblox and digital actuality, partnering with Meta in January on health expertise The World’s Smallest Health club on Apple’s Imaginative and prescient Professional headset in its Berlin flagship retailer.

This exercise has constructed it a repute with early know-how adopters that it’s keen to embrace new platforms, stated Ivan Dashkov, the corporate’s head of rising know-how and media, talking on stage at ADWEEK’s Commerceweek New York. That rising buzz helps it get buy-in internally to drive funding in new tech and platforms.

Puma has run a number of NFT drops which have bought out (throughout a bear marketplace for these digital collectibles), releasing 10,000 Tremendous Puma NFTs that bought out in 38 minutes in a single drop.

The model has additionally run two Roblox experiences to date. Its second was the highest-ratest expertise on Roblox, with a 90% approval ranking, stated Dashkov, including that 4 million individuals have claimed its digital items.

“We now have this youthful viewers carrying Puma gear of their digital expertise—that’s what we need to see,” he stated, including that the success metrics in these metaverse platforms are sometimes akin to these in bodily shops, together with key efficiency indicators like how many individuals visited, what areas they gravitate to and the way lengthy they spend there.

However there’s some leap between promoting digital items and promoting sneakers. The challenges in measuring, for now, are paying homage to the early days of social media: There isn’t any widespread success metric throughout rising tech and platforms, so the model must be expansive and nimble in what it measures.

“We’re testing and studying, and typically we fail, and that’s OK—it’s a part of the method,” Dashkov added, explaining that KPIs want fixed changes, eliminating people who don’t work or including new ones.

Creating related social commerce platforms

At social commerce platform Emcee, which launched July 2021, individuals can change concepts, items and inspiration, and the objective is to show influential and artistic individuals into retailers. It measures success throughout three buckets: getting buy-in from expertise and model companions; guaranteeing that folks construct significant relationships on a social platform round what pursuits them; and breaking new expertise and types, giving them the instruments to construct an viewers and be culturally related.


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