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Brief Published: 9 Nov 2012

Puma NY Store Receives Digital Makeover


Global sportswear brand Puma has revamped one of its key Manhattan stores in SoHo with a host of playful interactive tech goodies designed to boost customer service and encourage in-store dwell time.

One of the standout features is a facility that allows shoppers to record and play back 10-second videos of themselves onto a wall grid of screens and cameras, adding cartoon effects over the top via special filters. They can also play a digital version of the Memory game, where the aim is to find matching pairs by tapping the screens.

A more practical, less surprising application of in-store tech sees merchandise displays interspersed with iPads so that sizes or styles not stocked at that location can be ordered online.

The transformation of Puma SoHo is part of the brand’s global strategy to overhaul stores to its Retail 2.0 format, which seamlessly fuses physical and digital retail.

For more on this topic, see the report, In-Store Interactive, as well as our thread on Puma’s Amsterdam flagship, which re-opened in March 2012. For more on innovations in sport retail, take a look at the report Sports Futures.

The potential of interactive, game-fuelled retail to engage and seduce today’s consumers is also explored in-depth in Stylus’ Industry Trend Power of Play.