Puma Loves Social, Mobile Omni
What does the brand ‘Puma’ stand for?
The brand Puma stands for speed, power and elegance, which are often showed to us by professional athletes. In recent years the brand became a synonym for sport with fashion and style. Because of co-branding and co-partnership with famous designers and celebrities Puma is now competing in the fashion industry and in their traditional industry, the sport and footwear.
Have you ever visited any of the Puma sites?
I didn't visit a site of Puma yet.
What has been the biggest change in the way Puma addresses its public?
The biggest change for Puma has been that they have now an Omni-channel and that the have now a consistent and cohesive brand building strategy.
Puma looked to Wildfire for enterprise social marketing software. A system that could help out with the coordination of the content and one that could quickly roll out social marketing campaigns. With the use of a messaging tool, Puma can now geo-target posts at the most appropriate time of the day to maximize fan engagement. So by integrating the channels into a cohesive customer acquisition strategy they built a key element of Omni-channel retailing. The idea behind the Omni-channel is that the customers can now examine, access, purchase and return goods from any channel and they can even change from channels during the process. Besides that, they can get relevant product information on each channel. The primary driver of an Omni-channel is the rise of social networks and the personalized retail.
Puma found out that they weren't prepared to compete in a global market that was rapidly shifting. So to coordinate market rollouts and to have a unified brand image, Puma needed an oversight. They made a central brand Web site that replaced multiple e-commerce and non e-commerce sites on different platforms. The goal here was to achieve a consistent and cohesive brand building strategy and they achieved that by using a custom built content management system (CMS).
The brand Puma stands for speed, power and elegance, which are often showed to us by professional athletes. In recent years the brand became a synonym for sport with fashion and style. Because of co-branding and co-partnership with famous designers and celebrities Puma is now competing in the fashion industry and in their traditional industry, the sport and footwear.
Have you ever visited any of the Puma sites?
I didn't visit a site of Puma yet.
What has been the biggest change in the way Puma addresses its public?
The biggest change for Puma has been that they have now an Omni-channel and that the have now a consistent and cohesive brand building strategy.
Puma looked to Wildfire for enterprise social marketing software. A system that could help out with the coordination of the content and one that could quickly roll out social marketing campaigns. With the use of a messaging tool, Puma can now geo-target posts at the most appropriate time of the day to maximize fan engagement. So by integrating the channels into a cohesive customer acquisition strategy they built a key element of Omni-channel retailing. The idea behind the Omni-channel is that the customers can now examine, access, purchase and return goods from any channel and they can even change from channels during the process. Besides that, they can get relevant product information on each channel. The primary driver of an Omni-channel is the rise of social networks and the personalized retail.
Puma found out that they weren't prepared to compete in a global market that was rapidly shifting. So to coordinate market rollouts and to have a unified brand image, Puma needed an oversight. They made a central brand Web site that replaced multiple e-commerce and non e-commerce sites on different platforms. The goal here was to achieve a consistent and cohesive brand building strategy and they achieved that by using a custom built content management system (CMS).
Will Apps Make the Web Irrelevant?
What are the advantages and disadvantages of apps, compared with Web sites, for mobile users?
Advantages:
You have more and sometimes better access when you use the app
There are fewer advertisements on the app
They remember you personal preferences
When you use the app there are none or fewer viruses
Disadvantages:
Not all the websites are mobile “friendly”. Here I mean that not every website has it's own app.
You need to install the app before you can use it.
Not all the apps are user friendly.
Sometimes an app works slower than the website.
Not all the apps are free to use.
What are the benefits of apps for content owners and creators?
There are a few benefits for content owners.
First of al it’s personal besides that, they gain money from it because for some apps you have to pay before you can use them.
When you install the app, the content owners and creators also get access towards your personal information.
To end, by using an app they also give themselves an advantage. Because when a user want's to buy things online, they will first look at the apps that are already installed on their phones (like Zalando) before visiting other websites.
Will apps eventually make the Web irrelevant? Why or why not?
No, because you can find more information on the website then on an app and not every website has his own app.
Besides that you are limited in apps. A mobile phone can't save more then 100 apps on the device.
And if you want to switch sites when you are using an app, you will have to close the app each time. So it's very difficult to compare things.
Advantages:
You have more and sometimes better access when you use the app
There are fewer advertisements on the app
They remember you personal preferences
When you use the app there are none or fewer viruses
Disadvantages:
Not all the websites are mobile “friendly”. Here I mean that not every website has it's own app.
You need to install the app before you can use it.
Not all the apps are user friendly.
Sometimes an app works slower than the website.
Not all the apps are free to use.
What are the benefits of apps for content owners and creators?
There are a few benefits for content owners.
First of al it’s personal besides that, they gain money from it because for some apps you have to pay before you can use them.
When you install the app, the content owners and creators also get access towards your personal information.
To end, by using an app they also give themselves an advantage. Because when a user want's to buy things online, they will first look at the apps that are already installed on their phones (like Zalando) before visiting other websites.
Will apps eventually make the Web irrelevant? Why or why not?
No, because you can find more information on the website then on an app and not every website has his own app.
Besides that you are limited in apps. A mobile phone can't save more then 100 apps on the device.
And if you want to switch sites when you are using an app, you will have to close the app each time. So it's very difficult to compare things.
Start-up Boot Camp
Why do you think investors today are still interested in investing in start-ups?
First of all it is something new and by investing in start-ups they can have access to a whole new market. Another reason why investors are still interested in start-ups is that when their company has a bad image they can fall back on the revenue from that company.
What are the benefits of investing in a company that is a graduate of a Y Combinator boot camp?
The benefits of investing in such a company are that they already have had training and besides that, their business plan and things like that are already made. So they have had coaching while starting up their company and because of that they have a better change in succeeding
Is an incubator the best solution for start-ups to find funding? Why or why not?
In my opinion yes, because here they already help you and you have a better change in succeeding. They prepare you and your company to persuade investors. They have already experience and they know what is important. Besides that they know in which way they can make your idea/company better then it already is.
First of all it is something new and by investing in start-ups they can have access to a whole new market. Another reason why investors are still interested in start-ups is that when their company has a bad image they can fall back on the revenue from that company.
What are the benefits of investing in a company that is a graduate of a Y Combinator boot camp?
The benefits of investing in such a company are that they already have had training and besides that, their business plan and things like that are already made. So they have had coaching while starting up their company and because of that they have a better change in succeeding
Is an incubator the best solution for start-ups to find funding? Why or why not?
In my opinion yes, because here they already help you and you have a better change in succeeding. They prepare you and your company to persuade investors. They have already experience and they know what is important. Besides that they know in which way they can make your idea/company better then it already is.